The Shift Meaning of Masculinity in Nivea Deodorant Men Invisible Black And White Advertising (Television code by John Fiske) : Proceeding International Conference on Transformation in Communication (ICOTIC) November 2016

Ratih Hasanah, Iqbal Taefur

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Maintain and beauty care is a ritual that is always done by women, they race to appear beautiful, attractive, and ideal as described media. Display ads currently represent the ideal woman is white, slim, feather-free, to make up clever, fragrant and so forth. However, after emerging products for men such as deodorant, facial cleanser, perfume, shampoo, men become concerned with the appearance. The concept offered by advertisements of products for men changed, masculinity picture or no longer, a manly man, face, and body were hairy, stocky body. Synonymous with rude behavior of courage, strength, firmness. The stereotype when this change, the changes are shown by advertising Nivea Deodorant Invisible Men Black. The male body is being transformed into a visual object, and, as such, circulates in the same representational system as other visual objects, such as billboards, ads, and consumer goods. Thus, taken together, these images show how men can be represented as consumers, how the male body functions to represent consumer goals and in what ways ads articulate (masculine) desire via the male body(Schroeder & Zwick, 2004) This study wanted to see a shift in meaning masculine old with the new by using semiotic analysis John Fiske.

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ADVERTISING
 

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The Shift Meaning of Masculinity in Nivea Deodorant Men Invisible Black And White Advertising (Television code by John Fiske) : Proceeding International Conference on Transformation in Communication (ICOTIC) November 2016
 
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Ratih Hasanah, Iqbal Taefur
Perorangan
 
 

Penerbit

Universitas Telkom
Bandung
2016

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