Construing Masculinity in Men’s Perfume Advertisement: A Systemic Functional Multimodal Discourse Analysis (SF-MDA)
- DOI
- 10.2991/soshec-19.2019.30How to use a DOI?
- Keywords
- masculinity, men’s perfume advertisement, SF-MDA
- Abstract
This qualitative research examines the construction of masculinity in men’s perfume advertisements through the employment of visual images and verbal elements. Fifteen advertisements from Cosmopolitan, ELLE, Men’s Health and Men’s Fitness magazines 2015-2016 edition were collected online and analysed using O’Halloran’s (2008) Systemic Functional Multimodal Discourse Analysis (SF-MDA) framework. The results demonstrate that both verbal and visual modalities are used effectively as a medium for representing the proposed masculinity, in which masculinity is portrayed as men being intense, serious, stylish, adventurous, sporty while at the same time elegance and pure, as the concept of newmannist proposed by Gregorio-Godeo (2009) has taken the lead. In addition, being masculine is nowadays separated from men’s role in relation to women or family life.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Laily Maulida Septiana Harti PY - 2019/12 DA - 2019/12 TI - Construing Masculinity in Men’s Perfume Advertisement: A Systemic Functional Multimodal Discourse Analysis (SF-MDA) BT - Proceedings of the Social Sciences, Humanities and Education Conference (SoSHEC 2019) PB - Atlantis Press SP - 205 EP - 210 SN - 2352-5398 UR - https://doi.org/10.2991/soshec-19.2019.30 DO - 10.2991/soshec-19.2019.30 ID - MaulidaSeptianaHarti2019/12 ER -