A SHIFTING STANDARDS PERSPECTIVE OF MASCULINITY IN AVOSKIN YOURSKINBAE SHIELD OF SUN ADVERTISEMENT

Authors

  • Alifah Adjani Prasetyo Universitas 17 Agustus 1945 Surabaya
  • Almeida Prastiwi Universitas 17 Agustus 1945 Surabaya
  • Ayutia Kusumastuti Universitas 17 Agustus 1945 Surabaya
  • Muhammad Fadhilah Putra Universitas 17 Agustus 1945 Surabaya
  • Muizzu Nurhadi Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.30996/uncollcs.v1i.1231

Keywords:

advertisement, masculinity, skin product, television code theory

Abstract

Advertisements nowadays have become increasingly gender-neutral in recent years rather than targeting a single gender. The Calvin Klein perfume in 1994 was the first time the product was targeted at both a guy and a lady in the tagline. As well as cosmetics and skin products that are transitioning toward more gender-neutral items in unisex packages, there is also starting to be a shift in transgender people to their market and public advertising. It helps to improve cosmetics manufacturing and encourages certain people to express themselves regardless of gender. It also influences how masculinity and femininity change from the stereotype. In this case, we will use the Avoskin YourSkinBae Shield of Sun advertisement that shows the shifting of masculinity using John Fiske’s semiotic analysis of television code, which has three levels: reality, representation, and ideology. The result shows how the Avoskin YourSkinBae Shield of Sun advertisement wants to represent the new forms of masculinity that appear in the realm of popular representation.

References

Akdemir, N., 2018. Deconstruction of gender stereotypes through fashion.

European Journal of Social Science Education and Research, 5(2), p.185.

Alli, L., 2022. Diversity and Inclusion in the Beauty and Cosmetic Advertising and its Impact on Corporate Reputation, pp.1–42.

Danesi, M., 2015. Advertising Discourse, pp.1–10.

Hasanah, R. & Taefur, I., 2017. The Shift Meaning of Masculinity in Nivea Deodorant Men Invisible Black And White Advertising (Television code by John Fiske), pp.1–13.

Kartini, M.D., 2010. MASCULINITY AND SEXUALITY IN PERFUME ADVERTISEMENTS, pp.1–82.

Nurhadi, M. (2018). TIPOLOGI MASKULINITAS DALAM CERITA KARYA PENULIS ANAK INDONESIA SERI KECIL-KECIL PUNYA KARYA. PARAFRASE : Jurnal Kajian Kebahasaan & Kesastraan, 18(01). https://doi.org/10.30996/parafrase.v18i01.1379

Peng, T., 2020. From Semiotic Perspective: Male Endorsements in Cosmeic Advertising. From Semiotic Perspective: Male Endorsments in Cosmeic Advertising, pp.1–12.

Pollay, R.W., 2000. The Distorted Mirror: Reflections on the unintended consequences of advertising. Advertising & Society Review, 1(1).

Sarwono, B.K. & Fayardi, A.O., 2018. The construction of masculinity in male facial care product advertisement. E3S Web of Conferences, 74, p.10010.

Shafi, S., 2021. Critical interpretations of gender stereotypes in selected Bangladeshi TV advertisements. Journal of Language and Literature, 21(1), pp.123–136.

Downloads

Published

2022-12-31

How to Cite

Prasetyo, A. A., Prastiwi, A., Kusumastuti, A., Putra, M. F., & Nurhadi, M. (2022). A SHIFTING STANDARDS PERSPECTIVE OF MASCULINITY IN AVOSKIN YOURSKINBAE SHIELD OF SUN ADVERTISEMENT. Proceeding of Undergraduate Conference on Literature, Linguistic, and Cultural Studies, 1. https://doi.org/10.30996/uncollcs.v1i.1231

Issue

Vol. 1 (2022): Proceeding of Undergraduate Conference on Literature, Linguistic, and Cultural Studies

Section

Articles

License

Copyright (c) 2022 UNCOLLCS: Proceeding Research on Literary, Linguistic, and Cultural Studies

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Most read articles by the same author(s)