REPRESENTASI MASKULINITAS PEREMPUAN DALAM IKLAN KOSMETIK LAKME VERSI AGNEZMO DAN MEGAN FOX (Analisis Semiotika Roland Barthes)

REPRESENTASI MASKULINITAS PEREMPUAN DALAM IKLAN KOSMETIK LAKME VERSI AGNEZMO DAN MEGAN FOX (Analisis Semiotika Roland Barthes)

• By Liliyana, Liliyana; Lancia, Ferrari; Aziz, Abdul;
• Jurnal Nasional Tidak Terakreditasi
• 344

This study aims to determine the representation of women's masculinity in advertisements for
cosmetic products (make up) Agnez Mo and Megan Fox's version of Lakme which airs on
YouTube and television with a duration of 60 seconds. The research method used is a qualitative
method in the form of Roland Barthes' Semiotics analysis method. The research subject in this
study is the advertising of Lakme cosmetic products (make up) version of Agnez Mo and Megan
Fox which is broadcast on YouTube and television, while the object of the research is the
masculinity of women in advertisements for cosmetic products (make up) Agnez Mo and Megan
Fox's version. The researcher used semiautomatic analysis from Roland Barthes to find out the
elements of female masculinity contained in the Lakme cosmetic product advertisement (make
up) version of Agnez Mo and Megan Fox. After that, the researcher analyzed the meaning of
connotation, denotation, and myth in the data that had been obtained. The results of the research
in this advertisement show that the concept of patriarchy that has been constructed is trying to
be eroded by visualizing that women can be strong, independent, dominant, and also mighty, but
at the same time they can still look beautiful even though they do not highlight certain body parts
and curves. . Women's beauty standards are trying to be shifted. This is done solely to grab the
attention of potential consumers which in turn has an impact on the decision to buy the product.

• Katakunci Representation, Advertising, Semiotic Analysis
• URL http://
• Penerbit Jurnal Akrab Juara, Pekanbaru Riau

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