REPRESENTATION OF MASCULINITY AS A POPULAR CULTURAL ATTRIBUTION IN VT X BTS ADVERTISING “TIME TO SHINE”

  • Aisyi Syafikarani Telkom University
Keywords: advertising, masculinity, popular culture, K-Beauty, Hallyu

Abstract

VT Cosmetics comes with new ad that uses BTS's K-Pop star brand ambassador, the ad represents masculinity as an attribute of popular culture. Therefore, this study aims to analyze how the representation of masculinity as an attribute of popular culture in VT x BTS "Time to Shine" advertisements. This research is included in qualitative research by searching data through literature and documentation studies. Then the data that has been obtained were analyzed using Roland Barthes' semiotic theory. The results of this study indicate that masculine men are not always represented only through the form of a manly, strong, and courageous body like the current convention. However, it also becomes natural when a man also pays attention to the beauty and health of his skin like a woman, this is a result of the development of Hallyu culture, which is pop culture. In the end, new masculinity is formed as an attribute of popular culture, its presence is favored by a certain group of people, so that it is very likely to develop in the future. The results of this study are useful for practitioners and academics engaged in advertising.

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References

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Daftar Pustaka dari Situs Internet (web site) :

Geraldine, L. (2018, November 15). Kolaborasi BTS x VT Cosmetics Bertajuk Time to Shine. Retrieved from BAZAAR: https://www.harpersbazaar.co.id/articles/read/11/2018/6015/Kolaborasi-BTS-x-VT-Cosmetics-Bertajuk-Time-To-Shine Line. (2020, Agustus 25). Beautyou: Evolusi Produk Kecantikan Korea, Sejak Zaman Kerajaan hingga Era Modern Sekarang. Retrieved from Line Today: https://today.line.me/id/v2/article/PDOK1l Putri, R. D. (2017, Oktober 23). Indonesia, Target Pasar Seksi K-Beauty di Asia. Retrieved from tirto.id: https://tirto.id/indonesia-target-pasar-seksi-k-beauty-di-asia-cyRj VT Cosmetics “Time to Shine”. Diperoleh dari situs internet :

https://www.youtube.com/watch?v=4-YcPmQAPd8. Diunduh pada tanggal 20 September 2020.

VT Cosmetics. Diperoleh dari situs internet :

https://www.ilotte.com/brandmall/VT-Cosmetics/000000132419/main.do. Diunduh pada tanggal 23 September 2020.

VT Cosmetics Rilis Iklan Televisi Baru Bersama BTS. Diperoleh dari situs Internet :

https://www.kholic.id/post/2018/09/25010/vt-cosmetics-rilis-iklan-televisi-baru-bersama-bts/. Diunduh pada tanggal 21 September 2020.

Published
2021-04-20
How to Cite
[1]
A. Syafikarani, “REPRESENTATION OF MASCULINITY AS A POPULAR CULTURAL ATTRIBUTION IN VT X BTS ADVERTISING ‘TIME TO SHINE’”, Visualita, vol. 9, no. 2, p. 23, Apr. 2021.
Section
Articles