The Representation of Masculinity In Djarum Super Televison Advertisements.

The Representation of Masculinity In Djarum Super Televison Advertisements

Submitted in Partial Fulfillment of the Requirement for Sarjana Sastra Degree In Indonesia University of Education

By:

Iis Ismawati 0902546

ENGLISH EDUCATION DEPARTMENT

FACULTY OF LANGUAGES AND ARTSEDUCATION INDONESIA UNIVERSITY OF EDUCATION

The Representation of Masculinity in Djarum Super Television Advertisements

Oleh Iis Ismawati

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© Iis Ismawati 2015

Universitas Pendidikan Indonesia Januari 2015

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The Representation of Masculinity In Djarum Super Television Advertisements A Research Paper

By: Iis Ismawati

0902546

Approved by:

First Supervisor Second Supervisor

Prof. Dr. Didi Sukyadi, M.A. Ruswan Dallyono, S.Sos., M.Pd

NIP. 196706091994031003 NIP. 197008032005011002

Head of English Education Department Faculty of Language and Arts Education

Indonesia University of Education

Prof. Dr. H. Didi Suherdi, M.Ed. NIP. 196211011987121001

Abstrak

Penelitian ini berjudul The Representation of Masculinity in Djarum Super Television Advertisement. Peneliatian ini bertujuan untuk mengungkap representasi maskulinitas di dalam iklan televisi Djarum Super dan bagaimana representasi maskulinitas di dalam iklan ini digambarkan. Ada lima iklan televisi Djarum Super yang telah dipilih untuk dianalisis. Penelitian ini menggunakan metede kualitif deskriftif. Tingkatan signifikansi yang diusulkan oleh Barthes (1957) adalah teori yang digunkan didalam penelitian ini. Penemuan penelitian ini dengan jelas menunjukkan bahwa maskulinitas direpresentasikan melalui elemen-elemen visual iklan televisi yang menunjukkan masculinitas dari aktor-aktor dari iklan ini.

Berhubungan dengan bagaimana representasi maskulinitas digambarkan di dalam iklan ini, ada perbedaan diantara bagaimana iklan ini merepresentasikan maskulinitas dan bagaimana maskulinitas direpresentasikan saat ini. Iklan televisi Djarum Super menggambarkan bahwa maskulinitas adalah ketika laki-laki melakukan aktivitas yang berbahaya dan kebanyakan aktivitas tersebut dilakukan diluar ruangan tetapi saat ini (masa kini) maskulinitas digambarkan dengan cara yang berbeda. Contohnya, laki-laki pergi ke pusat kebugaran, salon, menggunakan pakaian yang bagus untuk menunjukan kemaskulinitasan mereka dan bersih.

Kata Kunci : Maskulinitas, Representasi, Iklan.

]

Abstract

in Djarum Super television advertisement and the difference between how is masculinity represented in this advertisement and how masculinity is represented nowadays. There are five advertisements of Djarum Super television advertisement which were selected to be analyzed. This study used a qualitative descriptive method. The orders of signification proposed by Barthes (1957) is the theory used in this study. This study shows that masculinity is represented through the use of visual elements of television advertisement (actors or actress, properties, settings, camera angle, frame sizes, color saturation and video editing) which show the masculinity from the actors in this advertisement. In relation to how the representation of masculinity is represented in this advertisement, there are differences between the advertisements represented masculinity and how masculinity is represented nowadays. Djarum Super television advertisement signifies that masculinity is when men are doing dangerous activities and most of the activities take place in outdoor but nowadays, masculinity is represented in different ways. For example, men go to fitness center, saloon or wear nice outfits to show that they are masculine and tidy. Keywords : Masculinity, Representation, Advertisement,

TABLE OF CONTENTS

STATEMENT OF AUTHORIZATION ... i

PREFACE ... ii

ACKNOWLEDGMENT ... iii

ABSTRACT ... v

TABLE OF CONTENTS ... vi

LIST OF FIGURES ... x

LIST OF TABLES ... xi

CHAPTER I INTRODUCTION ... 1

1.1 Background of the Study ... 1

1.2 Reason for choosing the topic ... 5

1.3 Scope of the study ... 6

1.4 Research question………... 6

1.5 Aims of the study ...6

1.6 Research Methodology ... ...6

1.6.1 Design……….8

1.6.2 Data Collection... ... 9

1.6.3 Data Analysis... ... 9

1.7 The Organization of Paper... ... 9

1.8 Clarification of Key Terms… ...9

CHAPTER II THEORETICAL FOUNDATION ... 10

2.1 Masculinity ...10

2.2 Representation………... ...11

2.2.1 Masculinity vs Femininity...1

2.3.2 Peirce’s triangle model of sign………...16

2.4 Semiotics...18

2.5 Barthes model of sign….. ... 19

2.6 Myth………..……….21

2.7 Advertisements………..………21

2.7.1 Types of advertisements……….………22

2.7.2 The Visual Elements of Television Advertisements …... .24

2.7.3 The Role of Color in Advertisement ... 29

2.7.4 Cigarettes television Advertisement ...31

2.8 Previous Studies ...33

CHAPTER III RESEARCH METHODOLOGY....35

3.1 Statement of Problems ...35

3.2 Research Method ... 35

3.3 Research Procedures ... 36

3.3.1 Data Collection... 36

a. Data Resource... 36

b. Selected scenes in Djarum Super television advertisement... 37

3.3.2 Data Analysis ... 46

3.3.3 Data Presentation ... 47

CHAPTER IV FINDINGS AND DISCUSSION ... 52

4.1 The Representation of Masculinity in Djarum Super Television Advertisements...57

4.1.1 The representation of masculinity in Djarum Super television advertisement “Clouds” version... 52

4.1.2 The representation of masculinity in Djarum Super television advertisement “My Great adventure Indonesia” version... 69

advertisement “My Great adventure Indonesia continuous” version ... 87

4.1.4 The representation of masculinity in Djarum Super television advertisement “Ice Berg” version... 105

4.1.5 The representation of masculinity in Djarum Super television advertisement “Race” version ... 123

4.2 Finding and discussion from the representation of masculinity in Djarum super television advertisement ... 140

4.2.1 The differences between how is masculinity represented in Djarum Super television advertisement and how is masculinity represented nowadays ...143

. CHAPTER V CONCLUSIONS AND SUGGESTIONS ... 145

5.1 Conclusions... 145

5.2 Suggestions... 147

REFERENCES... 149

CHAPTER I INTRODUCTION

This is an introductory part of this paper. It covers background of the study, reason of choosing this topic, scope of the study, statement of problem, aim of the study, research methodology, and the organization of this paper and clarification of the key terms.

1.1Background of the study

Advertisements are easy to find because there are many kinds of advertisement nowadays. They can be found in newspapers, magazines, brochures, pamphlets, or in television and radio. Producers of product or services are competing to make good advertisements to offer their products or services because if the advertisement is interesting, it will give good impact to the product or the service.

According to Oxford Dictionaries (2014), “advertisement is a notice or announcement in a public medium promoting a product, service, and event or publicizing a job

vacancy”. Meanwhile, the word „advertisement‟ comes from the Latin verb „advertere‟ meaning „to turn toward‟ (Hasanah, 2013).

In addition to promoting and publishing, advertisement has other functions. Schwartz and Sagiv (1995, cited in Branchik and Chowdhury, 2012), state that advertisement expresses societal values or desirable goals that serve as guiding principles in society. Furthermore, Hynes and Johnson (2007, (cited in Hasanah, 2013) say that “advertisement must be considered to be „relics‟ thriving on what is

Inequility of roles between men and women in society make the gender issues sharper. Masculinity is the gender that is reconstructed by the media. Advertisements tend to represent masculinity because of some problems in the society. In recent days, masculinity continuously develops together with the various issues that are faced by men. Masculinity is a critical, analytical term, which means it can be difficult to define (King, 1997).

Kennedy (2000), states that masculinity is manly character or gentlemen and how men act as truly men. Men show their masculinity through activities known as men activity, for example wall climbing and surfing. Society thinks that men who do those activities are real men and sometimes society judges that men who do women‟s activities such as cooking and sewing are men with questioned masculinity. Oakley (1972), states that masculinity is not always about an obvious use of power and muscle to overcome an enemy, and can work by detours by in insidious ways.

Nowadays, there is a process of masculine construction in Indonesia‟s television which is presented by various TV programs such as music and reality show. For example, in music, Indonesian music industry has phenomenon about bands and boybands. The concept of bands and boybands are totally different where a band show their masculinity with playing instruments such as guitar, drum, bass and keyboard but a boyband is a group of men who is singing and dancing on the stage. Indonesian boybands are assumed effeminate by the society because they are dancing look like women. BBC magazine (2008) reports an article about a study in London which concludes that the selection of music instrument is a significant variable of gender. Based on the study 81% of boys prefer playing an electric guitar and girls prefer playing a harp. It shows that a gentleman prefers playing an instrument as a band to show their masculinity. There are also L-men of the year, one of the reality show or a contest which is held annually. This contest is about discovering a man who will become an ambassador of L-men. L-men itself is a product of healthy drink

or supplement to help men get prefect body or six-packs. As an ambassador of L-men, the chosen one must have proportional body to represent the product. L-men ambassador stereotypes that a real man must six-packs and brawny to show that they are masculine. It evokes men society that to be masculine you have to six-packs.

There are a previous study about “The Representation of Masculinity in Volume 5 : Princess in Pink (a series of the novel of princess diaries) (Maylova, 2012), this research investigates representation of maculinity and the differences between male and female actors based on their social actions using Critical Discourse analysis that focuses on Van Leeuwen theory. In this study, the author only took some of the page which is content masculinity. It is not represent masculinity pervasively.

TV not only constructs masculinity through music and reality shows program, but also passes it through advertisement. In Indonesian television, advertisement of

men‟s cosmetic are broadcast incessantly: a facial foam such as Biore for men, Vaseline for men, Garnier for men and Loreal for men, a shampoo such as Clear for men, and a perfume such as Axe are advertised for men‟s market. Most of those products have explicit slogan like Biore for men, men’s thing! And the slogan suggests that men need their own cosmetic.

In recent days, cigarette television advertisements in Indonesia which offer construction of masculinity have been appearing for quite long time. Most of cigarettes television advertisements display men as an object to influence or suggest the other men that men who are smoking those cigarettes are the real men. It becomes big effect to the society when the number of the smoker rises up.

Previous studies entitled Sign of Masculinity “Semiotics Analysis of A-Volution cigarette TV advertisement” (Prianggi, 2011) analyzed about the textual codes and the significations of masculinity on A-Volution cigarette television advertisement using Pierce‟s theory. The findings reveal five elements of textual

codes and eleven signification of masculinity on the A-volution ciggarete TV advertisement. In her study, (Prianggi, 2011) only analyzed some the scenes which show masculinity only from in 0.23 second until 1.02 second of the advertisement.

Based on the matters above, this study intends to analyze how is the advertisements represent masculinity. The masculinity is analyzed from the signification of signs represented in the advertisements. This study also investigates the differences between how is masculinity represented in advertisement and how is masculinity represented nowadays in the society. Djarum Super television advertisement chosen because most of the scenes in that advertisement almost show men who are represent masculinity.

The representation of masculinity in Djarum Super television advertisement was analyzed through the visual elements found in those advertisements. Dyer, (1996); Selby and Coedery, (1995) mention that there are some visual elements of television advertisements: actor, setting, property, product offered, frame size, camera angle, color saturation and video editing. However, the visual elements investigated in this study are actor, setting, property, frame size, camera angle, color saturation and video editing. Those visual elements were investigated because they belong to the visual signs in Semiotics. Moreover, this study revealed the difference between how is masculinity represented in the advertisement and nowadays.

This advertisement analyzed by using a semiotic theory about signs proposed by Barthes (1957). According to Barthes (1957) (Cited in Hasanah, 2013), there are three levels of representation or three orders of signification. The first order of signification is denotation consisting of a signifier and a signified, the second order of signification is connotation consisting of a signifier and an additional signified attached to it, and the third order of signification is myth or ideology which is viewed as a combination of denotation and connotation. This theory is appropriate to be used because it helps to reveal how is masculinity represented in Djarum Super

advertisements and the difference between how is masculinity represented in the advertisement and how is masculinity is represented nowadays.

1.2Reasons for choosing the topic

Cigarette TV advertisements show the audiences masculinity actions which are done by the model of the advertisement because stereotype in the society has been mark up. The society believes that men who are smoking are the real gentlemen. Cigarette television advertisements are focusing on situations where men are trying to overcome an obstacle in a group and most of those advertisements show men‟s activities to represent that the only gentlemen who can do this activity. However, Djarum Super cigarette television advertisement is more interesting because most the scenes in this advertisement show men who are showing their masculinity through the actions and those actions represent that the only gentlemen who do these activities. The activities such as diving, surfing, off road and hill climbing only did by the men who are having huge adrenaline and brave.

1.3Scope of the study

This study analyzes Djarum Super cigarette television advertisement by using Barthes orders of signification, three orders of signification use to examine how masculinity is represented in this advertisement and reveal the difference between how masculinity is represented in the advertisement and how masculinity is represented nowadays.

1.4Research Question

There are two main issues were investigated in this as shown below:

2. What are the differences between how is masculinity represented in Djarum Super television advertisements and how is masculinity represented in

Indonesian‟s showbiz nowadays?

1.5Aims of the study

Based on the research questions formulated above, this study aims to discover the answers of the following statements:

1. Discovering how masculinity is represented in Djarum Super television advertisements.

2. Discovering the differences between how is masculinity represented in Djarum Super television advertisements and how is masculinity represented nowadays.

1.6Research Methodology

1. Design

The method that was used in undertaking this research is a descriptive qualitative approach. Belk (2006, p. 3) states that a qualitative method is the

method which is “interpretative and subjective”. According to Denzin & Lincoln (2005) the qualitative method stresses on qualities not entities .Thus, it is also committed to a deep understanding of particular phenomenon (Gay et al., 2006) and the descriptive method is an investigation that attempts to describe and examine the particular phenomena and current situation (Travers, 1978, cited in Sevilla et al, 1992).

Therefore, the qualitative descriptive method is an appropriate method for this study because the purposes of this study are to analyze, describe and interpret the representation of masculinity in Djarum Super television advertisements.

2. Data collection

Djarum Super cigarette television advertisements were chosen as the data source then found the advertisement in the Internet from the Djarum super website: www.djarum-super.com. There were five Djarum Super television advertisements collected in this study. The version of those advertisements were Clouds (duration : 58 seconds), Iceberg (duration: 58 seconds), Race (duration: 59 seconds), My Great adventure Indonesia (duration: 2 minutes), My great adventure Indonesia continuous (duration: 3 minutes). All of the advertisements were downloaded from www.youtube.com.

The results of data in this research are having some transcript of advertisement of Djarum Super. The data above were collected based on the advertisements which present the issue of how masculinity is represented in those advertisements. Then, each advertisement was categorized and analyzed based on the scenes containing the issue of how masculinity is represented in that advertisement.

3. Data analysis

Three steps were taken in analyzing how masculinity is represented in Djarum Super television advertisements. The first step was transforming each advertisement selected in this study into the scenes containing the issue of how masculinity is represented in that advertisement and this step was done by watching the advertisements carefully to identify which scenes contained the issue of how masculinity is represented in the advertisement and then putting the scenes in the tabular form. The second step was taken by analyzing the visual elements found in each scene and the analysis was carried by identifying actor, setting, property, frame size, camera angle, color saturation,

and video editing used in that scene. The last step was done by interpreting the findings based on the previous analyses to reveal the differences between how is masculinity represented in Djarum Super television advertisements and how masculinity is represented nowadays.

1.7The organization of paper

This study consists of five chapters; it attempts to examine how is masculinity represented in Djarum super television advertisement and the differences between advertisement and nowadays. The first chapter is introduction; this chapter consists of background of the study, research question, aims of the study, research method, organization of the paper and clarification of key terms. Generally, the chapter I is a preface to the main theme of the study. The second chapter is Theoretical Foundation which consists of theoretical frameworks related to the present study. The third chapter is Research Methodology which explains the methodology in conducting the study. It contains Research Objectives, Research Methodology, Research Procedure, Data Sources and Collection, Data Analysis, and Framework. The next chapter is Findings and Discussion reveal. Moreover, in this chapter, provides the findings of the study. The last is Conclusion and Suggestion. This chapter provides conclusions and suggestions from the writer based on the findings of the study.

1.8Clarification of Key Terms

1. Gender

Gender precisely describes the systematic structuring of certain behavior and practices which are associated with women or with men in particular societies, femininity and masculinity (Marchand, (1985).

2. Advertisement

Advertisement is an announcement in a newspaper, a magazine, a television, or on poster about product, event, job vacancy, and so forth (Oakley, 1972) Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor (Ennis, 2005).

3. Masculine

Masculine is more like a universe which denotes and define feminine, in the notion of dominant discourse; masculine is defined as paternal law (Kennedy, 2000).

4. Masculinity

Masculinity is describes men and boys that are personal and human (Oxford Dictionary, 2014).

Representation refers to how a person, a group or a particular idea is presented in media (Enfield, 2000)

5. Code

a) Code is a set of practices familiar to users of the medium operating within a broad cultural framework (Chandler, 2002).

b) Code is the combination of the sign that relay on the general agreement in particular society for the purpose of delivering messages from one person to another on communication (Ennis, 2005).

CHAPTER III

RESEARCH METHODOLOGY

This chapter provides the methodological aspect of the research. It covers the statement of problems, research method, and research procedure.

3.1 Research objectives

The study was attempted to investigate how television advertisements are represented masculinity. For that reason, this study was intended to investigate:

1. _{Masculinity that is represented in Djarum Super television}

advertisement.

2. _{The differences between masculinity that are represented in Djarum}

Super television advertisements and masculinity that is represented nowadays.

3.2 Research Procedures

This study used a semiotic theory about the orders of signification proposed by Barthes (1957). According to Barthes (1957), there are three orders of signification: denotation, connotation, and myth (ideology). Denotation and connotation were used to analyze how masculinity is represented in Djarum Super television advertisements. Meanwhile, myth was used to reveal the differences between how masculinity represents in Djarum Super television advertisements and how masculinity represents nowadays. In addition, this study used some theories from other theorists to reveal connotative meanings of the visual elements of television advertisements, for example, connotation in fashion and physical appearance proposed by Barnard (2006), connotation in techniques of video shooting

and editing proposed by Selby and Coedery (1995), and connotation of color proposed by Wilfred (1962).

3.3 Research method

The method that was used in undertaking this research is a descriptive

qualitative approach. A qualitative method is the method which is “interpretative and

subjective” (Belk, 2006, p. 3). The qualitative method stresses on qualities not entities

(Denzin& Lincoln, 2005). Thus, it is also committed to a deep understanding of particular phenomenon (Gay et al., 2006). Meanwhile, the descriptive method is an investigation that attempts to describe and examine the particular phenomena and current situation (Travers, 1978, cited in Sevilla et al., 1992).

Therefore, the qualitative descriptive method is an appropriate method for this study because this study aims to analyze, describe and interpret the representation of masculinity in Djarum Super television advertisements. In addition, a deep investigation on the data selected was conducted, so that method is appropriate to be used in this study.

3.3.1 Data Collection a. Data resource

The data were in the form of videos of Djarum Super television advertisement. There were five Djarum Super television advertisements selected in this study :

1. Djarum Super television advertisement Cloudsversion (duration : 58 seconds).

2. Djarum Super television advertisement Icebergversion (duration: 58 seconds).

4. Djarum Super television advertisement My Great adventure Indonesiaversion (duration: 2 minutes).

5. Djarum Super television advertisement My Great adventure Indonesiaversioncontinuous version (duration: 3 minutes).

Those advertisements were selected because those advertisements contain the issue how masculinity is represented in those advertisements. Those advertisements were downloaded from www.youtube.com .

b. Selected scenes in Djarum Super television advertisement

Five advertisements collected in this study were categorized and analyzed based on the scenes containing the issue of how masculinity is represented in that advertisement. The selected scenes from those advertisements are presented in the following:

1. Selected Scenes in Djarum Super television advertisement “Clouds”version There were eight scenes selected in Djarum Super television

advertisement “Clouds” version. Those selected scenes are presented in the

following table:

Table 3.1 Selected Scenes in Djarum SuperTelevision Advertisement “Clouds” Version

Scene Visual Description

1 This scene shows a group of men

in the car who are climbing the hill. It shows their masculinity during they journey.

2 This picture depicts the man who shows passion while his journey to climb the hill. He looks around and enjoying the view.

3 This picture shows a man who

shoots the rope to the hill to help them climb the rock of hill.

4 This scene shows men who

climbs the precipice with the rope

that’s shoots to the summit of the hill.

5 This picture shows group of men

who are trying pulls the car from bottom of the precipice to the summit. It shows their masculinity.

6 The picture depicts an off road

car that successfully pulled by those men to the summit of the hill. They show the power of hope and possibilities.

7 This picture shows the summit of

the hill which full of the cloud and the actors are enjoying the spot.

2. Selected Scenes in Djarum Super television advertisement “Iceberg”version There were eight scenes selected in Dj arum Super television

advertisement “Iceberg” version. Those selected scenes are presented in the

following table:

Table 3.2 Selected Scenes in Djarum Super Television Advertisement “Iceberg” Version

Scene Visual Description

1 This picture shows a man who is

standing next to airplanes. It shows their masculinity through this action.

5 This picture represents two men

who are getting ready to jump from helicopter. It was incredibly brave.

6 This picture shows a man who is

jumping from the helicopter and he shows how brave he is.

7 This picture depicts a man who

is flying in the sky with a parachute and this is actually a dangerous action.

8 This picture shows a man who is landing in the iceberg. He successful after jump from helicopter and landing in the iceberg.

3. Selected Scenes in Djarum Super television advertisement “Race”version

There were eight scenes selected in Djarum Super television

advertisement “Race” version. Those selected scenes are presented in the

following table:

Table 3.3 Selected Scenes in Djarum Super Television Advertisement “Race” Version

Scene Visual Description

1 This picture shows the group of

men who are climbing the rocky hill. They show their masculinity with their action.

2 This picture depicts the group

of men who are standing in the summit and enjoying the result of their climbing.

3 This picture shows the group of men who are trying to race goes down the summit. This is one dangerous action which did by them.

4 This picture reveals the group

of men who are celebrating they work after go down from the mountain and find their car to go back.

4 Selected Scenes in Djarum Super television advertisement “My Great

Adventure Indonesia”version

There were eight scenes selected in Djarum Super television

advertisement “My Great Adventure Indonesia” version. Those selected

scenes are presented in the following table:

Table 3.4 Selected Scenes in Djarum Super Television Advertisement “My Great Adventure Indonesia” Version

Scene Visual Description

1 This scene displays three men

who are riding the car through the hill and there is a text which

describes where they are “Day 2-

2 This scene depicts three men who are riding a car through the lake and shows the beginning of their journey.

3 This scene displays men who are

climbing the hill and shows their masculinity through this action.

4 This scene shows men who are

playing football with the elephants in Way Kambas. Football is one of the popular sports that play by men.

5 This scene captures a man who is

writing up the mountain in Rinjani, Lombok.

6 This scene shows the men who

are sailing in Lombok. This activity actually does by men to show their strength.

7 This scene displays the men who

are surfing in Raja Ampat. These men show their masculinity through men’s activities in their journey.

8 This scene depicts a man who is snorkeling in Raja Ampat the background of the scene is corrals in the deep of the sea.

9 This scene shows the men who

are playing sport. They are shirtless to show their masculinity among them.

10 This scene displays a man who is

surfing in the huge wave. Surfing to show his masculinity through the huge wave.

11 This scene displays men who are

climbing the hill. Actually, climbing the hill to present the power of strong men.

5 Selected Scenes in Djarum Super television advertisement “My Great

Adventure Indonesia continuous”version

There were eight scenes selected in Djarum Super television

advertisement “My Great Adventure Indonesia continuous” version. Those

Table 3.5 Selected Scenes in Djarum Super Television

Advertisement “My Great Adventure Indonesiacontinuous” Version

Scene Visual Description

1 This scene describes a man who

is standing near the canyon with his car to represent his

masculinity climb the mountain.

2 This scene shows a man who is

rafting through the river. This is one of the extreme activities and a real man loves extreme activities.

3 This scene displays the men who

are climbing with the rope and beside them there is a waterfall. It shows dangerous action.

4 This scene portrays the activity of

man who is skateboarding in the cave. The masculinity shows through this picture.

5 This scene displays a man who is

jumping with his skateboard in the cave. This man shows his masculinity through this action

6 This scene describes three men who are riding a raft through the river in the cave. The masculinity action.

7 This scene shows the men who

are surfing in the sea with huge waves. They are doing

challenging action by this activity.

8 This scene portrays the man who

explores the river in Riau and the flow is heavy but it is not an obstacle but challenge to show his masculinity.

9 This scene displays a man who is

diving with the turtles. The background of this scene is in the ocean. To show their masculinity with this action.

10 This scene shows a man with a

turtle but the background of this scene is different with previous scene. The background of this scene is the surface.

11 This scene illustrates the men who are surfing in a huge wave of the sea. It represents how a real man doing dangerous action.

12 This scene represents a group of

men who plays fireball. Actually, this is a dangerous activity but they show no fear.

13 This scene displays unusual

action which does by man who brings a flare while he is surfing. Dangerous action.

3.3.2 Data Analysis

There were three steps in analyzing how masculinity is represented in Djarum Super television advertisements. The first step was taken by transforming each advertisement selected in this study into the scenes containing the issue of how masculinity is represented in that advertisement. This step was taken by watching the advertisements carefully to identify which scene contained the issue of how masculinity is represented in the advertisement and then putting the scenes in tabular form. The second step was done by analyzing the visual elements found in each scene. The analysis was conducted by identifying actor, setting, property, frame size, camera angle, color saturation, and video editing used in that scene. The last step was interpreting the findings based on the previous analyses to reveal the differences between how is masculinity represented in Djarum Super television advertisement and how is masculinity represented nowadays.

3.3.3 Data Presentation

The analyzed data from the selected scenes in Djarum Super television advertisements are presented such as the following:

Table 3.6 The Example of Orders of Signification of Visual Elements in one of the Scenes in “Djarum Super My Great Adventure Indonesia” Television

Advertisement Version

Scene 1

First Order of Signification

Second Order of Signification

Third Order of Signification

Physical Appearances: Actor 1 :

- Actor 1 is a masculine man with proportional body (brawny and six packs). He looks so masculine with his

appearance. He has brown color

- Adult people

(masculine)

connote a group of people who have strong physical condition as a man and have adventure soul.

- Indonesian faces show that the

- In relation to the product, adult people who have bravery to make a danger adventure will be masculine and be a real man. - Indonesian faces

are the symbol of Indonesia.

skin and short male hair cut.

Actor 2 :

- Actor 2 is a mature/ adult man with sexy arm and six packs body. He has brown skin and short male hair cut and he looks adorable and masculine.

Actor 3 :

- Actor 3 is an adult man with adorable body. He has proportional body with six packs stomach. He is one of the example of masculine man

actors are the Indonesian or have Indonesian decent - Brown skin or dark

skin signifies masculine and full of curiosity.

- Masculine bodies (proportional

bodies) represent the stereotypes of

strong men.

Brawny and six packs signify handsome and

strong men

nowadays.

- Short male hair signifies

conservative

(masculine) or mature enough as a man

- Handsome and

masculine man is the one have a brown skin or dark skin because it shows that the man did a lot of adventure which burn their own skin. - The concept of

masculine for males

as the

representative of masculinity in this advertisement is those have strong bodies and brawny.

- As a mature man, the haircut supports the men in this advertisement to be said as masculine or adult men.

- Red inexpensive undershirt

- Black elegant shirt - Brown half tacky

jeans

Second men:

- Yellow T-shirt combine with black waistcoat - Grey tacky jeans

Third men:

- Black costly shirt - Brown average

jeans

- Red shirt signifies brave, strong and unbeatable - Brown shirt

signifies Fertility, old, wealthy, melancholy, but still masculine. - Grey jeans

signifies Independence, stability, critic, seriousness - White t-shirt

represents

Pureness, nativity, peace goodness - Black jeans or shirt

and dark jeans signify free man, independent and masculine

- Their clothes represent free men who dislike rules it shows when they only wears shirt and jeans.

- Black supports the signification of clothes worn by the

actor. The

signification is that masculinity is the good period of time for adventures.

- Red color

represents a brave color for men to doing dangerous adventure.

- Brown color

represents old or mature as man. The

men in this

advertisement

choose dangerous activities because they are mature enough as a man

- Blue color represents wisdom, power and integrity. Those men show their power by the action of their activities shown in the advertisement.

- Grey color

represents Independence, stability, critic, seriousness and those men in this advertisement show that they are not depend on someone else and stability as adult men.

Setting and Properties Background setting:

- Jungle - Jungle signifies

that this

advertisement takes place in the outdoor or nature

- Jungle connotes that masculinity is the good period of time for adventure.

- Sea and open seas

Properties:

- Off Road Car

- Sea and open seas signifies this advertisement also takes places in the sea.

- These properties signify that the setting of the advertisement is in the outdoor.

- Sea represents that masculinity is the good period of time for adventure.

.

- These properties support the idea that youth is the good period of time for adventure.

Frame size:

Extreme Long Shoot

Extreme long shoot of frame size signifies Wide

and tremendous

impression related to environment

This extreme long shoot represents Wide and tremendous impression related to environment of the journey which did by those men.

Camera angle: High angle

High angle signifies Domination, power, and authority

This high angle camera signifies that those men have a domination, power, and authority in their life

Color Saturation

Warm color saturation (grey)

Warm color saturation (grey) signifies optimism, hope, desire, and agitation.

This warm color saturation signifies that men in the advertisement are a group of people who are optimistic, hopeful, and full of desire in the life

CHAPTER V

CONCLUSION AND SUGGESTION

This chapter presents the conclusion of the research that has been conducted. It divided into two parts. The beginning of this chapter conveys the conclusions of the present study as the findings and discussion from the previous section. This chapter ends with recommendations for further researches.

5.1 Conclusion

The research is concerned with the representation of masculinity in Djarum Super television advertisement and how it signifies. This study investigated television advertisement by using a semiotic analysis especially the orders of signification proposed by Barthes (1957).

There are five versions of Djarum Super television advertisement, Cloud version, My great adventure Indonesia, My great adventure Indonesia continuous, Ice berg and Race version. Each versions of those advertisement represented masculinity in different ways. The representation of masculinity in those advertisements was revealed through the analyses of the visual elements of television advertisement (actors or actresses, settings and properties, frame sizes, camera angles, color saturation, and video editing).

First, in relations of actors, Djarum Super television advertisements represent masculinity through the use of mature actors and who have proportional bodies (six packs and brawny) and brown or dark skin the advertisements. The entire of the actors have Indonesian faces and It relates to the advertisement which is explored the beauty of Indonesia’ nature.

masculinity through the use of black, brown and grey as the dominant colors found in those advertisements. Those colors signify the positive characters of adult or mature men (masculine), such as elegance, independent, and wealthy.

Third, in terms to the settings of advertisements, Djarum Super television advertisements represent masculinity through the use of settings which signify characteristic of masculinity. All of the setting of the advertisements are indoor settings tend to represent men as the one who have emotional feelings, such as independent, elegant, stability, sporty and wealthy.

Fourth, in relations of frame sizes, Djarum Super television advertisements represent masculinity through the use of long shot and extreme long shot as the dominant frame sizes found in the advertisements. The idea that masculinity is an active, productive, sportive, and creative group in the society showed from these shots. Masculine men (masculinity) are the men who love outdoor adventure and most of these activities are dangerous, it indicates from the use of these shoots.

Fifth, in connection with camera angles, Djarum Super television advertisements represent masculinity through the use of low angle as the dominant camera angle used in those advertisements. Low angle represents power differences between masculine men and other men in spending their lives. The way adult or mature men (masculinity) in the advertisement are different with the way some mature men outside because the activities are dangerous and challenging.

Sixth, in line with color saturation, Djarum Super television advertisements represent masculinity through the use of warm color saturation (grey). This warm color saturation signifies optimism, hope, and independent.

The last is, in relation to video editing, Djarum super television advertisements represent masculinity through the use of cut-video editing as the dominant video editing found in the advertisements. The use of this video editing describes masculinity or men as the one who love adventure and do some dangerous activities.

From the ways of Djarum Super television advertisements represent masculinity above, there are some differences between how is masculinity represent in the advertisement and how is masculinity construed nowadays. Nowadays, masculinity represented by men in different way. For example, most of the men nowadays like use make up or dressed up to show that they were masculine. They go to beauty salon to make over themself or go to boutiques to choose the best outfit to wear. Besides, the advertisement represented what masculinity is through dangerous action and high adrenaline needed and signified that the real men will do some dangerous activities or sport to show their masculinity, theirs power and theirs capability to solve the problem gentlemanly.

In terms to the differences between how is masculinity represented in Djarum Super television advertisement and how is masculinity represented nowadays, there are differences between how masculinity is represented in the advertisement and how masculinity is represented nowadays. Djarum Super television advertisement signifies that masculinity is when men is doing dangerous activities and most of the activities take place in outdoor but nowadays, masculinity is represented in different way. For example, men go to fitness center, salon or wear nice outfits to show that they are masculine and tidy.

5.2 Suggestions

The problems of this study have been answered and the conclusions have been drawn, but this study is still open for further analysis. The next researchers should try to explore the representation of masculinity in other kinds of cigarettes advertisements or different advertisement.

In terms to the visual elements of television advertisements analyzed in this study (actors, setting, property, frame size, camera angle, and video editing), the further researchers can try to produce a deep analysis on those visual elements to

focus on analyzing some of those visual elements and also combining the theory of semiotics with gender and popular culture theories.

There are some benefits of semiotic study for the daily life, for example; semiotics will help to reveal hidden meaning or purposed from the advertisements, movies, signs, texts and etc. semiotics can also help the students to more understand hidden signs.

- Blue color represents wisdom, power and integrity. Those men show their power by the action of their activities shown in the advertisement.

- Grey color

represents Independence, stability, critic, seriousness and those men in this advertisement show that they are not depend on someone else and stability as adult men.

Setting and Properties Background setting:

- Jungle - Jungle signifies

that this

advertisement takes place in the outdoor or nature especially jungle.

- Jungle connotes that masculinity is the good period of time for adventure.

- Sea and open seas

Properties:

- Off Road Car

- Sea and open seas signifies this advertisement also takes places in the sea.

- These properties signify that the setting of the advertisement is in the outdoor.

- Sea represents that masculinity is the good period of time for adventure.

.

- These properties support the idea that youth is the good period of time for adventure.

Frame size:

Extreme Long Shoot

Extreme long shoot of frame size signifies Wide

and tremendous

impression related to environment

This extreme long shoot represents Wide and tremendous impression related to environment of the journey which did by those men.

Camera angle: High angle

High angle signifies Domination, power, and authority

This high angle camera signifies that those men have a domination, power, and authority in their life

Color Saturation

Warm color saturation (grey)

Warm color saturation (grey) signifies optimism, hope, desire, and agitation.

This warm color saturation signifies that men in the advertisement are a group of people who are optimistic, hopeful, and full of desire in the life

CHAPTER V

CONCLUSION AND SUGGESTION

This chapter presents the conclusion of the research that has been conducted. It divided into two parts. The beginning of this chapter conveys the conclusions of the present study as the findings and discussion from the previous section. This chapter ends with recommendations for further researches.

5.1 Conclusion

The research is concerned with the representation of masculinity in Djarum Super television advertisement and how it signifies. This study investigated television advertisement by using a semiotic analysis especially the orders of signification proposed by Barthes (1957).

There are five versions of Djarum Super television advertisement, Cloud version, My great adventure Indonesia, My great adventure Indonesia continuous, Ice berg and Race version. Each versions of those advertisement represented masculinity in different ways. The representation of masculinity in those advertisements was revealed through the analyses of the visual elements of television advertisement (actors or actresses, settings and properties, frame sizes, camera angles, color saturation, and video editing).

First, in relations of actors, Djarum Super television advertisements represent masculinity through the use of mature actors and who have proportional bodies (six packs and brawny) and brown or dark skin the advertisements. The entire of the actors have Indonesian faces and It relates to the advertisement which is explored the beauty of Indonesia’ nature.

Second, involving the colors used in the actors’ clothes and accessories and in the settings and properties, Djarum Super television advertisements represent

masculinity through the use of black, brown and grey as the dominant colors found in those advertisements. Those colors signify the positive characters of adult or mature men (masculine), such as elegance, independent, and wealthy.

Third, in terms to the settings of advertisements, Djarum Super television advertisements represent masculinity through the use of settings which signify characteristic of masculinity. All of the setting of the advertisements are indoor settings tend to represent men as the one who have emotional feelings, such as independent, elegant, stability, sporty and wealthy.

Fourth, in relations of frame sizes, Djarum Super television advertisements represent masculinity through the use of long shot and extreme long shot as the dominant frame sizes found in the advertisements. The idea that masculinity is an active, productive, sportive, and creative group in the society showed from these shots. Masculine men (masculinity) are the men who love outdoor adventure and most of these activities are dangerous, it indicates from the use of these shoots.

Fifth, in connection with camera angles, Djarum Super television advertisements represent masculinity through the use of low angle as the dominant camera angle used in those advertisements. Low angle represents power differences between masculine men and other men in spending their lives. The way adult or mature men (masculinity) in the advertisement are different with the way some mature men outside because the activities are dangerous and challenging.

Sixth, in line with color saturation, Djarum Super television advertisements represent masculinity through the use of warm color saturation (grey). This warm color saturation signifies optimism, hope, and independent.

The last is, in relation to video editing, Djarum super television advertisements represent masculinity through the use of cut-video editing as the dominant video editing found in the advertisements. The use of this video editing describes masculinity or men as the one who love adventure and do some dangerous activities.

From the ways of Djarum Super television advertisements represent masculinity above, there are some differences between how is masculinity represent in the advertisement and how is masculinity construed nowadays. Nowadays, masculinity represented by men in different way. For example, most of the men nowadays like use make up or dressed up to show that they were masculine. They go to beauty salon to make over themself or go to boutiques to choose the best outfit to wear. Besides, the advertisement represented what masculinity is through dangerous action and high adrenaline needed and signified that the real men will do some dangerous activities or sport to show their masculinity, theirs power and theirs capability to solve the problem gentlemanly.

In terms to the differences between how is masculinity represented in Djarum Super television advertisement and how is masculinity represented nowadays, there are differences between how masculinity is represented in the advertisement and how masculinity is represented nowadays. Djarum Super television advertisement signifies that masculinity is when men is doing dangerous activities and most of the activities take place in outdoor but nowadays, masculinity is represented in different way. For example, men go to fitness center, salon or wear nice outfits to show that they are masculine and tidy.

5.2 Suggestions

The problems of this study have been answered and the conclusions have been drawn, but this study is still open for further analysis. The next researchers should try to explore the representation of masculinity in other kinds of cigarettes advertisements or different advertisement.

In terms to the visual elements of television advertisements analyzed in this study (actors, setting, property, frame size, camera angle, and video editing), the further researchers can try to produce a deep analysis on those visual elements to

focus on analyzing some of those visual elements and also combining the theory of semiotics with gender and popular culture theories.

There are some benefits of semiotic study for the daily life, for example; semiotics will help to reveal hidden meaning or purposed from the advertisements, movies, signs, texts and etc. semiotics can also help the students to more understand hidden signs.