Catalog :

Detail Article


ISSN 2301-5829

Vol. 4 / No. 2 / Published : 2015-08

TOC : 10, and page :102 - 111

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Original Article :

A construction of masculinity in slickboy deluxe pomade advertisements: a semiotics analyisis

Author :

  1. Aditya Nugroho*1
  2. Nurul Fitri Hapsari*2
  1. Mahasiswa Fakultas Ilmu Budaya
  2. Dosen Fakultas Ilmu Budaya

Abstract :

Nowadays, the idea of masculinity in men’s grooming product advertisement shows that men should pay attention to their physical appearance. This leads to the assumption that the stereotype of a man who is innately strong, powerful, rational and competitive has shifted to the one which is more in tune with feminine with their nurturance and narcissism. However, there are some advertisements in Indonesia, which shows the intersection between the New Man and the New Lad concept. Slickboy Deluxe is one of men’s grooming products which advertisement shows the intesection between two ideas of masculinity. The aim of this study is to know the construction of masculinity in Slickboy Deluxe pomade advertisements. This study used qualitative research with semiotics approach proposed by Roland Bathes as well as masculinity theory. This study finds that as a result of interaction between two concepts of masculinity; the advertisements represent the more dominant construction of New Lad that embraces traditional masculinity stereotypes though Slickboy Deluxe advertisements stereotyped represent the idea of New Man. In short, the stereotypes of traditional masculinity still exist even in men’s grooming advertisements.

Keyword :

masculinity, construction, new man, new lad, pomade,

References :

  1. Sherrow, Victoria, (2006). Encyclopedia of Hair: a cultural history. Greenwood : Greenword Publishing Group
  2. Budiastuti, A., & Wulan, N, (2014). Konstruksi Maskulinitas Ideal Melalui Konsumsi Budaya Populer oleh Remaja Perkotaan. Mozaik vol 14 no 1, pp. 1-14. : Fakultas Ilmu Budaya Universitas Airlangga
  3. Darmaprawira, Sulasmi, (2002). Warna: Teori dan Kreativitas Penggunaannya. Bandung : ITB
  4. Leckie, Gloria J., Lisa M. Given and John E. Buschma, (2010). Critical theory for library and information science: Exploring the social from across the disciplines. California : ABC-CLIO
  5. Reilly, Andrew, (2014). Key Concepts for the Fashion Industry. London : Bloomsbury Publishing Plc


Archive Article

Cover Media Content

Volume : 4 / No. : 2 / Pub. : 2015-08
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  10. A construction of masculinity in slickboy deluxe pomade advertisements: a semiotics analyisis