Konstruksi Maskulinitas Laki-laki Ideal dalam Iklan Whey Protein Evolene

Abstract

As part of the commodification of the ideal male body offered by Evolene whey protein advertising, this research focuses on elements of masculinity. Qualitative descriptive research using Roland Barthes' semiotic analysis. The research results show that the media, especially advertisements, depict men with good posture, sharp noses, neat hair, straight shoulders, white skin, and neatly dressed. Wearing a jean jacket, shirt, jeans, and shoes are additional attributes that depict the masculinity of the model in this advertisement. A firm pronunciation style also supports it. It can be concluded that the ideal man is a man who is strong, brave and fashionable.