Representasi Identitas Maskulinitas dalam Iklan Rokok Gudang Garam Pria Punya Selera

Abstract

The purpose of this study is to uncover the masculinity element in the Monaco Drift 2016 version of the Gudang Garam Internasional cigarette advertisement. The approach used in this study is a qualitative approach with the Barthes semiotic method. By using Barthes' semiotic method, the message content and message form can be analyzed using a combination of signifier and signified. The results showed that the masculinity element in the Monaco Drift 2016 version of the Gudang Garam Internasional cigarette advertisement tends to be represented by a man who is glamorous, lives full of freedom and adventure. In addition, the masculinity element is also represented by men who enjoy extreme sports.