THE REPRESENTATION OF MASCULINITY FOR THE IDEAL INDONESIAN LEADER IN L.A. LIGHTS COMMERCIAL VIDEO “CARI YANG PAS” VERSION: A SEMIOTIC STUDY Repository - UNAIR REPOSITORY

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THE REPRESENTATION OF MASCULINITY FOR THE IDEAL INDONESIAN LEADER IN L.A. LIGHTS COMMERCIAL VIDEO “CARI

YANG PAS” VERSION: A SEMIOTIC STUDY

A THESIS

Submitted as Partial Fulfillment of the Requirements for the Sarjana Degree of English Department Faculty of Humanities

Universitas Airlangga Surabaya

By Ikhlasul Amal

121112099

English Department Faculty of Humanities

Universitas Airlangga Surabaya

2016

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ACKNOWLEDGEMENT

Every people want to success in reaching their dream and goal in their life. To make it comes true, every people work hard to achieve it. Everyone deserves in reaching their success. In every success of a person, there must be people supporting as a booster. One of them is supported from people that we love. This support is priceless for some people in facing all the difficulties in reaching the success.

First and foremost, the author wants to say Alhamdulillah because this thesis is done. Thanks to Allah because he gives a lot of blesses needed by the writer. There is no words can define the mighty of Allah because Allah always gives the author in what he needs.

This thesis is accomplished because of the help of my greatest Advisor, Mrs. Nurul Fitri Hapsari, M.A. The author says thank you for all support, all kindness, all time, all patience, all of the knowledge and others given to the author. Including Mr. mgr. Puguh Budi Susetyo, S.Hum, for directing the author to the straight way to manage the author’s study on the right track. The author also sends the appreciation to all lecturers in English Department, Faculty of Humanities, Universitas Airlangga. The author says thank you for all the knowledge that they have been shared. The author is nothing without the knowledge from the lecturers.

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Then, the author gives the greatest thanks to Mother, Mother, Mother and Father who always give the author much love, support, and motivation in order to reach the goal and make it comes true. The author believes that the priceless supports and loves guide the author to the best way in reaching the success. The author also thanks to both beloved sisters, Yusrina Rakhmah, S.Pi and Ovarine Imtihana, M.A, and my brother in law, Median Herdiyansya, A.Md who always supports the author. You are my motivation. And also to my little beautiful niece Tyasahla Avicenia Rakhmadyansya who always amuses when the author finishing the thesis. You must be a smart girl, nduk. The author also thanks to all of my family.

For the last, the author says thanks to all my best friends in EDSA 2011, Pebolang, Team PPT, BWI, Senior, Junior, and Elementary school partner, Jackhammer and many others who will spend many pages if the author mentions it one by one. They are the figure who always helps the author in every condition and makes the author happy all the time. Thank you guys, you are all my motivation.

Surabaya, 28th_{December 2015}

Ikhlasul Amal

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This thesis is dedicated for my

beloved family…

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FABI AYYI ALA’I RABBIKUMA

TUKAZZIBAN

(Qs. Ar- Rahmaan: 13)

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Election is a regular event hold routinely every five years in Indonesia. In 2014, the nominated candidates of election are dominated by men. This leads the cigarette company to spread advertisement related with ideal Indoneisan leader representation. One of them is L.A. Lights commercial video “Cari Yang Pas” version. This study is about the representation of masculinity portrayed as the ideal Indonesian leader in L.A. Lights video commercial “Cari Yang Pas” version. The author uses the theory of masculinity as the concept to clarify the representation of the figure in the commercial and semiotic theory by Roland Barthes to reveal the representation of masculinity in this study. The data is collected from represented character on the commercial. The author focuses on the stereotype of the clients’ hairstyle and appearance to reveal the representation of masculinity for the ideal Indonesian leader in the commercial video. The findings show that the represented ideal Indonesian leader is the men character of traditional masculinity. L.A. Lights use hegemonic position of traditional masculinity as the political importance for their marketing strategy.

Key Words: Advertising; Ideal Indonesian leader; Masculinity; Representation; Semiotics.