Representation of masculinity in Garnier Men Acnofight ads on Youtube (Jhon Fiske's semiotic analysis of Garnier Men Ads by Iqbaal Ramadhan)

Abstract

YouTube ads are the most effective form of product promotion, but they also have the power to create perception. Men's grooming products are one example of a YouTube ad that does just that. Ads for male grooming products often feature strong, manly imagery. A culture assigns gendered notions of masculinity to men. Iqbaal Ramadhan's ad for Garnier Men Acnofight features a macho image that is different from other male facial cleanser ads and combines the images of the urban male and the metropolis man. This research is a qualitative research using a semiotic approach, especially John Fiske's semiotics which has three levels to analyze objects in advertisements, namely the level of reality, the level of representation and the level of ideology. The results of this study indicate that in the garnier men acnofight advertisement there is a character role that carries the message of masculinity which is analyzed through analyzing the relationship between men and the social world, men and the world of work Masculinity, Advertising, Semiotics, John Fiske. A man is considered to resemble a woman's style when he starts taking care of his body parts, especially his face, to look brighter, cleaner, and so on like a woman. This is what people perceive through the signs in this Garnier Men Acnofight advertisement, which displays the style of a man who is seen as a macho and brave man. And these men are not effeminate or prefer to act like women, but men like that are commonly found today. The social relationship of society towards a man is then shown by the symbol. This research is expected to advance knowledge in the field of communication science, become a source of reference, and add to existing knowledge.