REPRESENTATION OF MASCULINITY AS A POPULAR CULTURAL ATTRIBUTION IN VT X BTS ADVERTISING “TIME TO SHINE”
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.
Daftar Pustaka dari Buku dan Jurnal :
Bungin, B. (2015). Konstruksi Sosial Media Massa. Jakarta: Kencana Prenada Media
Fathinah, Ezza. Aquarini Priyatna. Muhamad Adhi. (2017). Maskulinitas Baru dalam Iklan
Kosmetik Korea : Etude House dan TonyMoly. Patanjala, Vol.9 N0. 2 Juni 2017. Hoed, B. H. (2014). Semiotik dan Dinamika Sosial Budaya. Depok: Komunitas Bambu. Kumar, V. (2005). All You Wanted to Know About Body Language. Jakarta: PT Bhuana
Simangunsong, Yubilariska Raventa. (2017). Representasi Maskulinitas dalam Iklan
Kosmetik dan Perawatan Tubuh (Analisis Semiotika Roland Barthes pada Iklan
The Face Shop Versi Iceberg). Openlibrary Telkom University.
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.
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