Challenging The New Masculinity: An Analysis Of Ms Glow Advertisement “Babe Cabita X Marshel Widianto” Version

Abstract

Creating creative ads will support getting targeted potential customers. However, it should be realized that in addition to increasing awareness, advertising causes a change in the construction of thinking about gender stereotypes, one of which is stereotypes about male masculinity. This study aims to look at the representation of masculinity in MS Glow advertisements by presenting the figures of Babe Cabita and Marchel Widianto because they have very different physical characteristics compared to other cosmetic actors. The method used is content analysis with the semiotic study of Ferdinand de Saussure to dissect the contents of advertisements in several scenes that contain masculinity. This study shows that some men have different body shapes and attitudes as characteristics of dark skin and free body shape, hard workers and lower social class, and metrosexual. The three of these fit the masculinity characteristics of Brannon. The uniqueness of this advertisement is the body is not shown as athletic of a muscular young man, diligent in fitness, and eats nutrition. The MS Glow Men ad breaks the old masculinity that measures masculinity from an athletic physique to a clean and neat appearance; even the actors are portrayed from the lower class.