HEGEMONI MASKULINITAS DALAM IKLAN MINUMAN BERENERGI (Analisis Semiotika TVC Extra Joss dan Kuku Bima Ener-G)
Abstract: Competition from
products energy drinks encourages higher ad creativity. One is the energy drink
product advertisements in the form of sachets. As sales of products that rely
on the formation of the image of manliness or courage of men, energy drinks advertisements
using various tagging system that puts the dominant masculinity. Through
readings using semiotic analysis, look how masculine markers appear in two
television commercials advertising the observed Extra Joss and Kuku Bima Ener-G
with different ways. Even in television commercials Extra Joss, masculinity is
placed on the highest dominance and eliminate altogether femininity. While the
ad Kuku Bima Ener-G, tagging practices instead put femininity as subordinate of
the masculine through hegemony. Marking a built in advertising myths
naturalized hegemonic masculinity that does not appear as the cultural, but
rather as a natural thing. As a result of the hegemonic masculinity get a
strengthening and preservation through ideology. Opening the consciousness that
the ad tagging system built from the myth would put that such ideologies as a
result patriaki culture that does not have the essence so it can be destroyed.
Keywords: television ads,
Hegemony, Masculinity, Semiotics
Penulis: I Nyoman Winata
Kode Jurnal: jpkomunikasidd120064
