The Representation of Masculinity In Djarum Super Televison Advertisements.

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The Representation of Masculinity In Djarum Super Televison Advertisements

Submitted in Partial Fulfillment of the Requirement for Sarjana Sastra Degree

In Indonesia University of Education

By:

Iis Ismawati 0902546

ENGLISH EDUCATION DEPARTMENT

FACULTY OF LANGUAGES AND ARTSEDUCATION INDONESIA UNIVERSITY OF EDUCATION

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The Representation of Masculinity in Djarum Super Television Advertisements

Oleh Iis Ismawati

Sebuah skripsi yang diajukan untuk memenuhi salah satu syarat memperoleh gelar Sarjana pada Fakultas Pendidikan Bahasa dan Seni

© Iis Ismawati 2015

Universitas Pendidikan Indonesia Januari 2015

Hak Cipta dilindungi undang-undang.

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PAGE OF APPROVAL

The Representation of Masculinity In Djarum Super Television Advertisements A Research Paper

By: Iis Ismawati

0902546

Approved by:

First Supervisor Second Supervisor

Prof. Dr. Didi Sukyadi, M.A. Ruswan Dallyono, S.Sos., M.Pd

NIP. 196706091994031003 NIP. 197008032005011002

Head of English Education Department Faculty of Language and Arts Education

Indonesia University of Education

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Abstrak

Penelitian ini berjudul The Representation of Masculinity in Djarum Super Television Advertisement. Peneliatian ini bertujuan untuk mengungkap representasi maskulinitas di dalam iklan televisi Djarum Super dan bagaimana representasi maskulinitas di dalam iklan ini digambarkan. Ada lima iklan televisi Djarum Super yang telah dipilih untuk dianalisis. Penelitian ini menggunakan metede kualitif deskriftif. Tingkatan signifikansi yang diusulkan oleh Barthes (1957) adalah teori yang digunkan didalam penelitian ini. Penemuan penelitian ini dengan jelas menunjukkan bahwa maskulinitas direpresentasikan melalui elemen-elemen visual iklan televisi yang menunjukkan masculinitas dari aktor-aktor dari iklan ini.

Berhubungan dengan bagaimana representasi maskulinitas digambarkan di dalam iklan ini, ada perbedaan diantara bagaimana iklan ini merepresentasikan maskulinitas dan bagaimana maskulinitas direpresentasikan saat ini. Iklan televisi Djarum Super menggambarkan bahwa maskulinitas adalah ketika laki-laki melakukan aktivitas yang berbahaya dan kebanyakan aktivitas tersebut dilakukan diluar ruangan tetapi saat ini (masa kini) maskulinitas digambarkan dengan cara yang berbeda. Contohnya, laki-laki pergi ke pusat kebugaran, salon, menggunakan pakaian yang bagus untuk menunjukan kemaskulinitasan mereka dan bersih.

Kata Kunci : Maskulinitas, Representasi, Iklan.

]

Abstract

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in Djarum Super television advertisement and the difference between how is masculinity represented in this advertisement and how masculinity is represented nowadays. There are five advertisements of Djarum Super television advertisement which were selected to be analyzed. This study used a qualitative descriptive method. The orders of signification proposed by Barthes (1957) is the theory used in this study. This study shows that masculinity is represented through the use of visual elements of television advertisement (actors or actress, properties, settings, camera angle, frame sizes, color saturation and video editing) which show the masculinity from the actors in this advertisement. In relation to how the representation of masculinity is represented in this advertisement, there are differences between the advertisements represented masculinity and how masculinity is represented nowadays. Djarum Super television advertisement signifies that masculinity is when men are doing dangerous activities and most of the activities take place in outdoor but nowadays, masculinity is represented in different ways. For example, men go to fitness center, saloon or wear nice outfits to show that they are masculine and tidy.

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CHAPTER I INTRODUCTION

This is an introductory part of this paper. It covers background of the study,

reason of choosing this topic, scope of the study, statement of problem, aim of the

study, research methodology, and the organization of this paper and clarification of

the key terms.

1.1Background of the study

Advertisements are easy to find because there are many kinds of

advertisement nowadays. They can be found in newspapers, magazines, brochures,

pamphlets, or in television and radio. Producers of product or services are competing

to make good advertisements to offer their products or services because if the

advertisement is interesting, it will give good impact to the product or the service.

According to Oxford Dictionaries (2014), “advertisement is a notice or announcement in a public medium promoting a product, service, and event or publicizing a job

vacancy”. Meanwhile, the word „advertisement‟ comes from the Latin verb „advertere‟ meaning „to turn toward‟ (Hasanah, 2013).

In addition to promoting and publishing, advertisement has other functions.

Schwartz and Sagiv (1995, cited in Branchik and Chowdhury, 2012), state that

advertisement expresses societal values or desirable goals that serve as guiding

principles in society. Furthermore, Hynes and Johnson (2007, (cited in Hasanah,

2013) say that “advertisement must be considered to be „relics‟ thriving on what is

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Inequility of roles between men and women in society make the gender issues

sharper. Masculinity is the gender that is reconstructed by the media. Advertisements

tend to represent masculinity because of some problems in the society. In recent days,

masculinity continuously develops together with the various issues that are faced by

men. Masculinity is a critical, analytical term, which means it can be difficult to

define (King, 1997).

Kennedy (2000), states that masculinity is manly character or gentlemen and

how men act as truly men. Men show their masculinity through activities known as

men activity, for example wall climbing and surfing. Society thinks that men who do

those activities are real men and sometimes society judges that men who do women‟s

activities such as cooking and sewing are men with questioned masculinity. Oakley

(1972), states that masculinity is not always about an obvious use of power and

muscle to overcome an enemy, and can work by detours by in insidious ways.

Nowadays, there is a process of masculine construction in Indonesia‟s

television which is presented by various TV programs such as music and reality

show. For example, in music, Indonesian music industry has phenomenon about

bands and boybands. The concept of bands and boybands are totally different where a

band show their masculinity with playing instruments such as guitar, drum, bass and

keyboard but a boyband is a group of men who is singing and dancing on the stage.

Indonesian boybands are assumed effeminate by the society because they are dancing

look like women. BBC magazine (2008) reports an article about a study in London

which concludes that the selection of music instrument is a significant variable of

gender. Based on the study 81% of boys prefer playing an electric guitar and girls

prefer playing a harp. It shows that a gentleman prefers playing an instrument as a

band to show their masculinity. There are also L-men of the year, one of the reality

show or a contest which is held annually. This contest is about discovering a man

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or supplement to help men get prefect body or six-packs. As an ambassador of

L-men, the chosen one must have proportional body to represent the product. L-men

ambassador stereotypes that a real man must six-packs and brawny to show that they

are masculine. It evokes men society that to be masculine you have to six-packs.

There are a previous study about “The Representation of Masculinity in

Volume 5 : Princess in Pink (a series of the novel of princess diaries) (Maylova,

2012), this research investigates representation of maculinity and the differences

between male and female actors based on their social actions using Critical Discourse

analysis that focuses on Van Leeuwen theory. In this study, the author only took

some of the page which is content masculinity. It is not represent masculinity

pervasively.

TV not only constructs masculinity through music and reality shows program,

but also passes it through advertisement. In Indonesian television, advertisement of

men‟s cosmetic are broadcast incessantly: a facial foam such as Biore for men, Vaseline for men, Garnier for men and Loreal for men, a shampoo such as Clear for

men, and a perfume such as Axe are advertised for men‟s market. Most of those

products have explicit slogan like Biore for men, men’s thing! And the slogan

suggests that men need their own cosmetic.

In recent days, cigarette television advertisements in Indonesia which offer

construction of masculinity have been appearing for quite long time. Most of

cigarettes television advertisements display men as an object to influence or suggest

the other men that men who are smoking those cigarettes are the real men. It becomes

big effect to the society when the number of the smoker rises up.

Previous studies entitled Sign of Masculinity “Semiotics Analysis of

A-Volution cigarette TV advertisement” (Prianggi, 2011) analyzed about the textual

codes and the significations of masculinity on A-Volution cigarette television

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codes and eleven signification of masculinity on the A-volution ciggarete TV

advertisement. In her study, (Prianggi, 2011) only analyzed some the scenes which

show masculinity only from in 0.23 second until 1.02 second of the advertisement.

Based on the matters above, this study intends to analyze how is the

advertisements represent masculinity. The masculinity is analyzed from the

signification of signs represented in the advertisements. This study also investigates

the differences between how is masculinity represented in advertisement and how is

masculinity represented nowadays in the society. Djarum Super television

advertisement chosen because most of the scenes in that advertisement almost show

men who are represent masculinity.

The representation of masculinity in Djarum Super television advertisement

was analyzed through the visual elements found in those advertisements. Dyer,

(1996); Selby and Coedery, (1995) mention that there are some visual elements of

television advertisements: actor, setting, property, product offered, frame size, camera

angle, color saturation and video editing. However, the visual elements investigated

in this study are actor, setting, property, frame size, camera angle, color saturation

and video editing. Those visual elements were investigated because they belong to the

visual signs in Semiotics. Moreover, this study revealed the difference between how

is masculinity represented in the advertisement and nowadays.

This advertisement analyzed by using a semiotic theory about signs proposed

by Barthes (1957). According to Barthes (1957) (Cited in Hasanah, 2013), there are

three levels of representation or three orders of signification. The first order of

signification is denotation consisting of a signifier and a signified, the second order of

signification is connotation consisting of a signifier and an additional signified

attached to it, and the third order of signification is myth or ideology which is viewed

as a combination of denotation and connotation. This theory is appropriate to be used

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advertisements and the difference between how is masculinity represented in the

advertisement and how is masculinity is represented nowadays.

1.2Reasons for choosing the topic

Cigarette TV advertisements show the audiences masculinity actions which

are done by the model of the advertisement because stereotype in the society has been

mark up. The society believes that men who are smoking are the real gentlemen.

Cigarette television advertisements are focusing on situations where men are trying to

overcome an obstacle in a group and most of those advertisements show men‟s

activities to represent that the only gentlemen who can do this activity. However,

Djarum Super cigarette television advertisement is more interesting because most the

scenes in this advertisement show men who are showing their masculinity through the

actions and those actions represent that the only gentlemen who do these activities.

The activities such as diving, surfing, off road and hill climbing only did by the men

who are having huge adrenaline and brave.

1.3Scope of the study

This study analyzes Djarum Super cigarette television advertisement by using

Barthes orders of signification, three orders of signification use to examine how

masculinity is represented in this advertisement and reveal the difference between

how masculinity is represented in the advertisement and how masculinity is

represented nowadays.

1.4Research Question

There are two main issues were investigated in this as shown below:

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2. What are the differences between how is masculinity represented in Djarum

Super television advertisements and how is masculinity represented in

Indonesian‟s showbiz nowadays?

1.5Aims of the study

Based on the research questions formulated above, this study aims to discover the

answers of the following statements:

1. Discovering how masculinity is represented in Djarum Super television

advertisements.

2. Discovering the differences between how is masculinity represented in

Djarum Super television advertisements and how is masculinity represented

nowadays.

1.6Research Methodology

1. Design

The method that was used in undertaking this research is a descriptive

qualitative approach. Belk (2006, p. 3) states that a qualitative method is the

method which is “interpretative and subjective”. According to Denzin & Lincoln (2005) the qualitative method stresses on qualities not entities .Thus,

it is also committed to a deep understanding of particular phenomenon (Gay et

al., 2006) and the descriptive method is an investigation that attempts to

describe and examine the particular phenomena and current situation (Travers,

1978, cited in Sevilla et al, 1992).

Therefore, the qualitative descriptive method is an appropriate method

for this study because the purposes of this study are to analyze, describe and

interpret the representation of masculinity in Djarum Super television

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2. Data collection

Djarum Super cigarette television advertisements were chosen as the

data source then found the advertisement in the Internet from the Djarum

super website: www.djarum-super.com. There were five Djarum Super

television advertisements collected in this study. The version of those

advertisements were Clouds (duration : 58 seconds), Iceberg (duration: 58

seconds), Race (duration: 59 seconds), My Great adventure Indonesia

(duration: 2 minutes), My great adventure Indonesia continuous (duration: 3

minutes). All of the advertisements were downloaded from

www.youtube.com.

The results of data in this research are having some transcript of

advertisement of Djarum Super. The data above were collected based on the

advertisements which present the issue of how masculinity is represented in

those advertisements. Then, each advertisement was categorized and analyzed

based on the scenes containing the issue of how masculinity is represented in

that advertisement.

3. Data analysis

Three steps were taken in analyzing how masculinity is represented in

Djarum Super television advertisements. The first step was transforming each

advertisement selected in this study into the scenes containing the issue of

how masculinity is represented in that advertisement and this step was done

by watching the advertisements carefully to identify which scenes contained

the issue of how masculinity is represented in the advertisement and then

putting the scenes in the tabular form. The second step was taken by analyzing

the visual elements found in each scene and the analysis was carried by

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and video editing used in that scene. The last step was done by interpreting

the findings based on the previous analyses to reveal the differences between

how is masculinity represented in Djarum Super television advertisements

and how masculinity is represented nowadays.

1.7The organization of paper

This study consists of five chapters; it attempts to examine how is masculinity

represented in Djarum super television advertisement and the differences between

advertisement and nowadays. The first chapter is introduction; this chapter consists of

background of the study, research question, aims of the study, research method,

organization of the paper and clarification of key terms. Generally, the chapter I is a

preface to the main theme of the study. The second chapter is Theoretical Foundation

which consists of theoretical frameworks related to the present study. The third

chapter is Research Methodology which explains the methodology in conducting the

study. It contains Research Objectives, Research Methodology, Research Procedure,

Data Sources and Collection, Data Analysis, and Framework. The next chapter is

Findings and Discussion reveal. Moreover, in this chapter, provides the findings of

the study. The last is Conclusion and Suggestion. This chapter provides conclusions

and suggestions from the writer based on the findings of the study.

1.8Clarification of Key Terms

1. Gender

Gender precisely describes the systematic structuring of certain behavior and

practices which are associated with women or with men in particular societies,

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2. Advertisement

Advertisement is an announcement in a newspaper, a magazine, a television,

or on poster about product, event, job vacancy, and so forth (Oakley, 1972)

Advertising is any paid form of non personal presentation and promotion of

ideas, goods, or services by an identified sponsor (Ennis, 2005).

3. Masculine

Masculine is more like a universe which denotes and define feminine, in the

notion of dominant discourse; masculine is defined as paternal law (Kennedy,

2000).

4. Masculinity

Masculinity is describes men and boys that are personal and human (Oxford

Dictionary, 2014).

Representation refers to how a person, a group or a particular idea is presented

in media (Enfield, 2000)

5. Code

a) Code is a set of practices familiar to users of the medium operating within a

broad cultural framework (Chandler, 2002).

b) Code is the combination of the sign that relay on the general agreement in

particular society for the purpose of delivering messages from one person to

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CHAPTER III

RESEARCH METHODOLOGY

This chapter provides the methodological aspect of the research. It covers the

statement of problems, research method, and research procedure.

3.1 Research objectives

The study was attempted to investigate how television advertisements are

represented masculinity. For that reason, this study was intended to investigate:

1. _Masculinity _that _is _represented _in _Djarum _Super _television

advertisement.

2. _{The differences between masculinity that are represented in Djarum}

Super television advertisements and masculinity that is represented

nowadays.

3.2 Research Procedures

This study used a semiotic theory about the orders of signification proposed

by Barthes (1957). According to Barthes (1957), there are three orders of

signification: denotation, connotation, and myth (ideology). Denotation and

connotation were used to analyze how masculinity is represented in Djarum Super

television advertisements. Meanwhile, myth was used to reveal the differences

between how masculinity represents in Djarum Super television advertisements and

how masculinity represents nowadays. In addition, this study used some theories

from other theorists to reveal connotative meanings of the visual elements of

television advertisements, for example, connotation in fashion and physical

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and editing proposed by Selby and Coedery (1995), and connotation of color

proposed by Wilfred (1962).

3.3 Research method

The method that was used in undertaking this research is a descriptive

qualitative approach. A qualitative method is the method which is “interpretative and

subjective” (Belk, 2006, p. 3). The qualitative method stresses on qualities not entities

(Denzin& Lincoln, 2005). Thus, it is also committed to a deep understanding of

particular phenomenon (Gay et al., 2006). Meanwhile, the descriptive method is an

investigation that attempts to describe and examine the particular phenomena and

current situation (Travers, 1978, cited in Sevilla et al., 1992).

Therefore, the qualitative descriptive method is an appropriate method for this

study because this study aims to analyze, describe and interpret the representation of

masculinity in Djarum Super television advertisements. In addition, a deep

investigation on the data selected was conducted, so that method is appropriate to be

used in this study.

3.3.1 Data Collection a. Data resource

The data were in the form of videos of Djarum Super television

advertisement. There were five Djarum Super television advertisements selected in

this study :

1. Djarum Super television advertisement Cloudsversion (duration : 58

seconds).

2. Djarum Super television advertisement Icebergversion (duration: 58

seconds).

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4. Djarum Super television advertisement My Great adventure

Indonesiaversion (duration: 2 minutes).

5. Djarum Super television advertisement My Great adventure

Indonesiaversioncontinuous version (duration: 3 minutes).

Those advertisements were selected because those advertisements contain the

issue how masculinity is represented in those advertisements. Those advertisements

were downloaded from www.youtube.com .

b. Selected scenes in Djarum Super television advertisement

Five advertisements collected in this study were categorized and analyzed

based on the scenes containing the issue of how masculinity is represented in that

advertisement. The selected scenes from those advertisements are presented in the

following:

1. Selected Scenes in Djarum Super television advertisement “Clouds”version

There were eight scenes selected in Djarum Super television

advertisement “Clouds” version. Those selected scenes are presented in the

following table:

Table 3.1 Selected Scenes in Djarum SuperTelevision Advertisement “Clouds” Version

Scene Visual Description

1 This scene shows a group of men

in the car who are climbing the

hill. It shows their masculinity

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2 This picture depicts the man who

shows passion while his journey

to climb the hill. He looks around

and enjoying the view.

3 This picture shows a man who

shoots the rope to the hill to help

them climb the rock of hill.

4 This scene shows men who

climbs the precipice with the rope

that’s shoots to the summit of the hill.

5 This picture shows group of men

who are trying pulls the car from

bottom of the precipice to the

summit. It shows their

masculinity.

6 The picture depicts an off road

car that successfully pulled by

those men to the summit of the

hill. They show the power of

hope and possibilities.

7 This picture shows the summit of

the hill which full of the cloud

and the actors are enjoying the

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2. Selected Scenes in Djarum Super television advertisement “Iceberg”version

There were eight scenes selected in Dj arum Super television

advertisement “Iceberg” version. Those selected scenes are presented in the

following table:

Table 3.2 Selected Scenes in Djarum Super Television Advertisement “Iceberg” Version

1 This picture shows a man who is

standing next to airplanes. It

shows their masculinity through

this action.

5 This picture represents two men

who are getting ready to jump

from helicopter. It was

incredibly brave.

jumping from the helicopter and

he shows how brave he is.

7 This picture depicts a man who

is flying in the sky with a

parachute and this is actually a

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landing in the iceberg. He

successful after jump from

helicopter and landing in the

iceberg.

3. Selected Scenes in Djarum Super television advertisement “Race”version

advertisement “Race” version. Those selected scenes are presented in the

following table:

Table 3.3 Selected Scenes in Djarum Super Television Advertisement “Race” Version

1 This picture shows the group of

men who are climbing the

rocky hill. They show their

masculinity with their action.

2 This picture depicts the group

of men who are standing in the

summit and enjoying the result

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3 This picture shows the group of

men who are trying to race goes

down the summit. This is one

dangerous action which did by

them.

4 This picture reveals the group

of men who are celebrating they

work after go down from the

mountain and find their car to

go back.

4 Selected Scenes in Djarum Super television advertisement “My Great

Adventure Indonesia”version

advertisement “My Great Adventure Indonesia” version. Those selected

scenes are presented in the following table:

Table 3.4 Selected Scenes in Djarum Super Television Advertisement “My Great Adventure Indonesia” Version

Scene Visual Description

1 This scene displays three men

who are riding the car through

the hill and there is a text which

describes where they are “Day 2-

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2 This scene depicts three men

who are riding a car through the

lake and shows the beginning of

their journey.

3 This scene displays men who are

climbing the hill and shows their

masculinity through this action.

4 This scene shows men who are

playing football with the

elephants in Way Kambas.

Football is one of the popular

sports that play by men.

5 This scene captures a man who is

writing up the mountain in

Rinjani, Lombok.

6 This scene shows the men who

are sailing in Lombok. This

activity actually does by men to

show their strength.

7 This scene displays the men who

are surfing in Raja Ampat. These

men show their masculinity

through men’s activities in their

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8 This scene depicts a man who is

snorkeling in Raja Ampat the

background of the scene is

corrals in the deep of the sea.

are playing sport. They are

shirtless to show their

masculinity among them.

10 This scene displays a man who is

surfing in the huge wave. Surfing

to show his masculinity through

the huge wave.

11 This scene displays men who are

climbing the hill. Actually,

climbing the hill to present the

power of strong men.

5 Selected Scenes in Djarum Super television advertisement “My Great

Adventure Indonesia continuous”version

advertisement “My Great Adventure Indonesia continuous” version. Those

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Table 3.5 Selected Scenes in Djarum Super Television

Advertisement “My Great Adventure Indonesiacontinuous” Version

Scene Visual Description

1 This scene describes a man who

is standing near the canyon with

his car to represent his

masculinity climb the mountain.

2 This scene shows a man who is

rafting through the river. This is

one of the extreme activities and a

real man loves extreme activities.

3 This scene displays the men who

are climbing with the rope and

beside them there is a waterfall. It

shows dangerous action.

4 This scene portrays the activity of

man who is skateboarding in the

cave. The masculinity shows

through this picture.

jumping with his skateboard in

the cave. This man shows his

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6 This scene describes three men

who are riding a raft through the

river in the cave. The masculinity

action.

are surfing in the sea with huge

waves. They are doing

challenging action by this

activity.

8 This scene portrays the man who

explores the river in Riau and the

flow is heavy but it is not an

obstacle but challenge to show his

masculinity.

diving with the turtles. The

background of this scene is in the

ocean. To show their masculinity

with this action.

10 This scene shows a man with a

turtle but the background of this

scene is different with previous

scene. The background of this

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11 This scene illustrates the men

who are surfing in a huge wave of

the sea. It represents how a real

man doing dangerous action.

12 This scene represents a group of

men who plays fireball. Actually,

this is a dangerous activity but

they show no fear.

13 This scene displays unusual

action which does by man who

brings a flare while he is surfing.

Dangerous action.

3.3.2 Data Analysis

There were three steps in analyzing how masculinity is represented in Djarum

Super television advertisements. The first step was taken by transforming each

advertisement selected in this study into the scenes containing the issue of how

masculinity is represented in that advertisement. This step was taken by watching the

advertisements carefully to identify which scene contained the issue of how

masculinity is represented in the advertisement and then putting the scenes in tabular

form. The second step was done by analyzing the visual elements found in each

scene. The analysis was conducted by identifying actor, setting, property, frame size,

camera angle, color saturation, and video editing used in that scene. The last step was

interpreting the findings based on the previous analyses to reveal the differences

between how is masculinity represented in Djarum Super television advertisement

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3.3.3 Data Presentation

The analyzed data from the selected scenes in Djarum Super television

[image:30.612.108.535.224.690.2]

advertisements are presented such as the following:

Table 3.6 The Example of Orders of Signification of Visual Elements in one of the Scenes in “Djarum Super My Great Adventure Indonesia” Television

Advertisement Version

Scene 1

First Order of Signification

Second Order of Signification

Third Order of Signification

Physical Appearances: Actor 1 :

- Actor 1 is a

masculine man

with proportional

body (brawny and

six packs). He

looks so masculine

with his

appearance. He

has brown color

- Adult people

(masculine)

connote a group of

people who have

strong physical

condition as a man

and have adventure

soul.

- Indonesian faces

show that the

- In relation to the

product, adult

people who have

bravery to make a

danger adventure

will be masculine

and be a real man.

- Indonesian faces

are the symbol of

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skin and short

male hair cut.

Actor 2 :

- Actor 2 is a

mature/ adult man

with sexy arm and

six packs body. He

has brown skin

and short male hair

cut and he looks

adorable and

masculine.

Actor 3 :

- Actor 3 is an adult

man with adorable

body. He has

proportional body

with six packs

stomach. He is one

of the example of

masculine man

actors are the

Indonesian or have

Indonesian decent

- Brown skin or dark

skin signifies

masculine and full

of curiosity.

- Masculine bodies

(proportional

bodies) represent

the stereotypes of

strong men.

Brawny and six

packs signify

handsome and

strong men

nowadays.

- Short male hair

signifies

conservative

(masculine) or

mature enough as a

man

- Handsome and

masculine man is

the one have a

brown skin or dark

skin because it

shows that the man

did a lot of

adventure which

burn their own skin.

- The concept of

masculine for males

as the

representative of

masculinity in this

advertisement is

those have strong

bodies and brawny.

- As a mature man,

the haircut supports

the men in this

advertisement to be

said as masculine or

adult men.

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- Red inexpensive

undershirt

- Black elegant shirt

- Brown half tacky

jeans

Second men:

- Yellow T-shirt

combine with

black waistcoat

- Grey tacky jeans

Third men:

- Black costly shirt

- Brown average

jeans

- Red shirt signifies

brave, strong and

unbeatable

- Brown shirt

signifies Fertility,

old, wealthy,

melancholy, but

still masculine.

- Grey jeans

signifies

Independence,

stability, critic,

seriousness

- White t-shirt

represents

Pureness, nativity,

peace goodness

- Black jeans or shirt

and dark jeans

signify free man,

independent and

masculine

- Their clothes

represent free men

who dislike rules it

shows when they

only wears shirt and

jeans.

- Black supports the

signification of

clothes worn by the

actor. The

signification is that

masculinity is the

good period of time

for adventures.

- Red color

represents a brave

color for men to

doing dangerous

adventure.

- Brown color

represents old or

mature as man. The

men in this

choose dangerous

activities because

they are mature

(33)

- Blue color

represents wisdom,

power and integrity.

Those men show

their power by the

action of their

activities shown in

the advertisement.

- Grey color

represents

Independence,

stability, critic,

seriousness and

those men in this

advertisement show

that they are not

depend on someone

else and stability as

adult men.

Setting and Properties Background setting:

- Jungle - Jungle signifies

that this

takes place in the

outdoor or nature

- Jungle connotes

that masculinity is

the good period of

(34)

- Sea and open seas

Properties:

- Off Road Car

- Sea and open seas

signifies this

advertisement also

takes places in the

sea.

- These properties

signify that the

setting of the

advertisement is in

the outdoor.

- Sea represents that

masculinity is the

good period of time

for adventure.

.

- These properties

support the idea

that youth is the

good period of time

for adventure.

Frame size:

Extreme Long Shoot

Extreme long shoot of

frame size signifies Wide

and tremendous

impression related to

environment

This extreme long shoot

represents Wide and

tremendous impression

related to environment of

the journey which did by

those men.

Camera angle: High angle

High angle signifies

Domination, power, and

authority

This high angle camera

signifies that those men

have a domination, power,

and authority in their life

Color Saturation

Warm color saturation

(grey)

Warm color saturation

(grey) signifies optimism,

hope, desire, and agitation.

This warm color saturation

signifies that men in the

advertisement are a group

of people who are

optimistic, hopeful, and

(35)

CHAPTER V

CONCLUSION AND SUGGESTION

This chapter presents the conclusion of the research that has been conducted.

It divided into two parts. The beginning of this chapter conveys the conclusions of the

present study as the findings and discussion from the previous section. This chapter

ends with recommendations for further researches.

5.1 Conclusion

The research is concerned with the representation of masculinity in Djarum

Super television advertisement and how it signifies. This study investigated

television advertisement by using a semiotic analysis especially the orders of

signification proposed by Barthes (1957).

There are five versions of Djarum Super television advertisement, Cloud

version, My great adventure Indonesia, My great adventure Indonesia continuous,

Ice berg and Race version. Each versions of those advertisement represented

masculinity in different ways. The representation of masculinity in those

advertisements was revealed through the analyses of the visual elements of television

advertisement (actors or actresses, settings and properties, frame sizes, camera angles,

color saturation, and video editing).

First, in relations of actors, Djarum Super television advertisements represent

masculinity through the use of mature actors and who have proportional bodies (six

packs and brawny) and brown or dark skin the advertisements. The entire of the

actors have Indonesian faces and It relates to the advertisement which is explored the

beauty of Indonesia’ nature.

(36)

masculinity through the use of black, brown and grey as the dominant colors found in

those advertisements. Those colors signify the positive characters of adult or mature

men (masculine), such as elegance, independent, and wealthy.

Third, in terms to the settings of advertisements, Djarum Super television

advertisements represent masculinity through the use of settings which signify

characteristic of masculinity. All of the setting of the advertisements are indoor

settings tend to represent men as the one who have emotional feelings, such as

independent, elegant, stability, sporty and wealthy.

Fourth, in relations of frame sizes, Djarum Super television advertisements

represent masculinity through the use of long shot and extreme long shot as the

dominant frame sizes found in the advertisements. The idea that masculinity is an

active, productive, sportive, and creative group in the society showed from these

shots. Masculine men (masculinity) are the men who love outdoor adventure and

most of these activities are dangerous, it indicates from the use of these shoots.

Fifth, in connection with camera angles, Djarum Super television

advertisements represent masculinity through the use of low angle as the dominant

camera angle used in those advertisements. Low angle represents power differences

between masculine men and other men in spending their lives. The way adult or

mature men (masculinity) in the advertisement are different with the way some

mature men outside because the activities are dangerous and challenging.

Sixth, in line with color saturation, Djarum Super television advertisements

represent masculinity through the use of warm color saturation (grey). This warm

color saturation signifies optimism, hope, and independent.

The last is, in relation to video editing, Djarum super television

advertisements represent masculinity through the use of cut-video editing as the

dominant video editing found in the advertisements. The use of this video editing

describes masculinity or men as the one who love adventure and do some dangerous

(37)

From the ways of Djarum Super television advertisements represent

masculinity above, there are some differences between how is masculinity represent

in the advertisement and how is masculinity construed nowadays. Nowadays,

masculinity represented by men in different way. For example, most of the men

nowadays like use make up or dressed up to show that they were masculine. They go

to beauty salon to make over themself or go to boutiques to choose the best outfit to

wear. Besides, the advertisement represented what masculinity is through dangerous

action and high adrenaline needed and signified that the real men will do some

dangerous activities or sport to show their masculinity, theirs power and theirs

capability to solve the problem gentlemanly.

In terms to the differences between how is masculinity represented in Djarum

Super television advertisement and how is masculinity represented nowadays, there

are differences between how masculinity is represented in the advertisement and how

masculinity is represented nowadays. Djarum Super television advertisement

signifies that masculinity is when men is doing dangerous activities and most of the

activities take place in outdoor but nowadays, masculinity is represented in different

way. For example, men go to fitness center, salon or wear nice outfits to show that

they are masculine and tidy.

5.2 Suggestions

The problems of this study have been answered and the conclusions have been

drawn, but this study is still open for further analysis. The next researchers should try

to explore the representation of masculinity in other kinds of cigarettes

advertisements or different advertisement.

In terms to the visual elements of television advertisements analyzed in this

study (actors, setting, property, frame size, camera angle, and video editing), the

(38)

focus on analyzing some of those visual elements and also combining the theory of

semiotics with gender and popular culture theories.

There are some benefits of semiotic study for the daily life, for example;

semiotics will help to reveal hidden meaning or purposed from the advertisements,

movies, signs, texts and etc. semiotics can also help the students to more understand

The Representation of Masculinity In Djarum Super Televison Advertisements.