Proceedings of the International Conference of Learning on Advance Education (ICOLAE 2021)

Representation of Masculinity in Advertising Text on Youtube as Teaching Material for Indonesian Class VIII

Authors
Selvi Florenta*, Agus Budi Wahyudi, Markhamah, Atiqa Sabardila
Indonesian Language and Literature Education Study Program, Faculty of Teacher Training and Education, Muhammadiyah University of Surakarta, Surakarta, Indonesia.
*Corresponding author. Email:a310180027@student.ums.ac.id
Corresponding Author
Selvi Florenta
Available Online 14 May 2022.
DOI
https://doi.org/10.2991/assehr.k.220503.042How to use a DOI?
Keywords
masculinity; male image; advertisement
Abstract

The purpose of this research is to describe and determine the categories of language forms that represent masculinity and the male image in advertising texts on YouTube. This type of research is descriptive qualitative. Sources are taken from advertisements on YouTube by using the note-taking technique in data collection. The results showed that masculinity was found in the advertising text with 16 advertisements, namely: L-Men milk, Hilo Teen, Men’s Biore, Posh Men, Nivea Men, Garnier Men, Vitmen, Yamaha, Soy Sauce, Freefire, Nippon Paint, Geliga, Herbal Tolak. Linu, Exstrajos, Kukubima, and Chocolatos. With the representation of masculinity, two categories of masculinity were found, namely the presence of physical markers and psychological markers. The categories of language forms that represent masculinity can be found in these 7 physical markers: athletic, tall, strong, muscular, odorless, extra bright, dullness, and dark spots, then in these 16 physical markers: up to date, personal bodyguard, in action, vitality and sexuality, hero (superhero), overtime, trying twice (struggling), forgiving, hoeing, maximum work, achievement, cool, challenging, strong and seduction. This research is also useful as a teaching material for Indonesian class VIII for linguistic material in advertising texts to find the meaning of diction not only from one side.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

Volume Title
Proceedings of the International Conference of Learning on Advance Education (ICOLAE 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
14 May 2022
ISBN
978-94-6239-577-0
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.220503.042How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Selvi Florenta
AU  - Agus Budi Wahyudi
AU  - Markhamah
AU  - Atiqa Sabardila
PY  - 2022
DA  - 2022/05/14
TI  - Representation of Masculinity in Advertising Text on Youtube as Teaching Material for Indonesian Class VIII
BT  - Proceedings of the International Conference of Learning on Advance Education (ICOLAE 2021)
PB  - Atlantis Press
SP  - 446
EP  - 453
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220503.042
DO  - https://doi.org/10.2991/assehr.k.220503.042
ID  - Florenta2022
ER  -