Representation of Masculinity in Advertising Text on Youtube as Teaching Material for Indonesian Class VIII
- https://doi.org/10.2991/assehr.k.220503.042How to use a DOI?
- masculinity; male image; advertisement
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.
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
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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 -