Salsabila, Galuh Anggita (2023) The portraits of masculinity in ms glow for men commercial “semua juga bisa” / Galuh Anggita Salsabila</p>. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
Beauty products today are not only for women but also for men. This modern lifestyle is supported by the development of the beauty industry including its advertisements. Besides promoting the product the ad has a more significant role in creating an ideology through linguistic features. Therefore this research aims to investigate the portrait of masculinity in men s beauty product advertisements including the ideology of masculinity concept and its correlation in social and cultural contexts. For analyzing the portrait of masculinity in the selected audiovisual advertising of MS Glow ldquo Semua Juga Bisa rdquo this paper adopted the systemic approach from the development of a Systemic Functional Multimodal Discourse Analysis (SF-MDA) by Baldry and Thibault (2006) through the multimodal transcription. This research revealed that MS Glow for Men ldquo Semua Juga Bisa rdquo commercial constructs an ideology of new masculinity called Hybrid Masculinity to portray masculinity against the idealized standard in society. Unlike other men s beauty products advertisements representing masculinity as a macho male figure with a manly look and behavior MS Glow for Men presents masculinity through the occupations of low social class men with exotic skin tones non-athletic bodies and varied hair types. Moreover the feminine elements are also presented to support the different ideologies of masculinity. After all masculinity and beauty standards can be defined as an abstract way to express personality and preference as gratitude for God-given.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | ?? ?? |
| Divisions: | Fakultas Sastra (FS) > Departemen Sastra Inggris (ING) > S1 Bahasa dan Sastra Inggris |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 24 May 2023 04:29 |
| Last Modified: | 09 Sep 2023 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/291446 |
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