S ING 0902546 Table of content

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vi Iis Ismawati, 2015

The Representation of Masculinity in D jarum Super Television Advertisements

Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu

TABLE OF CONTENTS

STATEMENT OF AUTHORIZATION _{... i}

PREFACE ... ii

ACKNOWLEDGMENT _{... iii}

ABSTRACT ... v

TABLE OF CONTENTS _{... vi}

LIST OF FIGURES _{... x}

LIST OF TABLES _{... xi}

CHAPTER I INTRODUCTION _{... 1}

1.1 Background of the Study ... 1

1.2 Reason for choosing the topic ... 5

1.3 Scope of the study ... 6

1.4 Research question………... 6

1.5 Aims of the study ...6

1.6 Research Methodology ... ...6

1.6.1 Design……….8

1.6.2 Data Collection... ... 9

1.6.3 Data Analysis... ... 9

1.7 The Organization of Paper... ... 9

1.8 Clarification of Key Terms… ...9

CHAPTER II THEORETICAL FOUNDATION ... 10

2.1 Masculinity ...10

2.2 Representation………... ...11

2.2.1 Masculinity vs Femininity...1

2.3 Sign…… ...15

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vii Iis Ismawati, 2015

2.3.2 Peirce’s triangle model of sign………...16

2.4 Semiotics...18

2.5 Barthes model of sign….. ... 19

2.6 Myth………..……….21

2.7 Advertisements………..………21

2.7.1 Types of advertisements……….………22

2.7.2 The Visual Elements of Television Advertisements …... .24

2.7.3 The Role of Color in Advertisement ... 29

2.7.4 Cigarettes television Advertisement ...31

2.8 Previous Studies ...33

CHAPTER III RESEARCH METHODOLOGY._...35

3.1 Statement of Problems ...35

3.2 Research Method ... 35

3.3 Research Procedures ... 36

3.3.1 Data Collection... 36

a. Data Resource... 36

b. Selected scenes in Djarum Super television advertisement... 37

3.3.2 Data Analysis ... 46

3.3.3 Data Presentation ... 47

CHAPTER IV FINDINGS AND DISCUSSION _{... 52}

4.1 The Representation of Masculinity in Djarum Super Television Advertisements...57

4.1.1 The representation of masculinity in Djarum Super television advertisement “Clouds” version... 52

4.1.2 The representation of masculinity in Djarum Super television advertisement “My Great adventure Indonesia” version... 69

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viii Iis Ismawati, 2015

advertisement “My Great adventure Indonesia continuous” version ... 87

4.1.4 The representation of masculinity in Djarum Super television advertisement “Ice Berg” version... 105

4.1.5 The representation of masculinity in Djarum Super television advertisement “Race” version ... 123

4.2 Finding and discussion from the representation of masculinity in Djarum super television advertisement ... 140

4.2.1 The differences between how is masculinity represented in Djarum Super television advertisement and how is masculinity represented nowadays ...143

. CHAPTER V CONCLUSIONS AND SUGGESTIONS _{... 145}

5.1 Conclusions... 145

5.2 Suggestions... 147

REFERENCES_{... 149}