The Pretty Boy : A Semiotic Study of Gender Construction of Feminine Male in IT IS SKIN 2PM YouTube Advertisement
Irmawati Oktavianingtyas, S.S. (a*), Dr. Agustina Zubair, M.Si. (b) and Dr. Henni Gusfa, M.Si. (b)

a) Master of Communication Studies, Mercu Buana University, Indonesia
*Oktavianingtyas.irmawati[at]gmail.com
b ) Communication Science lecturer, Mercu Buana University, Indonesia

Abstract

Advertisement is created by companies as a way to promote their products or services. It delivers people messages that may influence them to use certain products or to behave in a certain way. IT IS SKIN 2PM advertisement which has been broadcasted on YouTube since 2011 is chosen as the object of the research because the male advertisement model act like a female which cannot be accepted to the social construction. Men in social construction are portrayed masculine, but IT IS SKIN 2PM advertisement shifts their masculine image to feminine. The methodology which has been used in this study is Descriptive qualitative with semiotic analysis based on Goffmans theory of gender analysis. The result shows that IT IS SKIN 2PM advertisement contains hidden message about feminine male that pursue facial beauty to the same extent as female does. This study is expected to be a reference for semiotic and gender study, especially in advertising and to create awareness of the significance of having critical view on some of advertisements and not being easily affected by what is explicitly presented in the advertisements.

Keywords: Gender, feminine male, Gender identity disorder, Semiotic, Advertisement.

Topic: What are the topics?

Link: https://ifory.id/abstract-plain/3e4FwuCWBgbN

Web Format | Corresponding Author (Irmawati Oktavianingtyas)