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All Journal MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi
Baehaqi, Jihan Fakhria
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Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Keterlibatan Pria Dalam Iklan Produk Kecantikan di Indonesia: Kajian Makna Ideasional Baehaqi, Jihan Fakhria; Gunawan, Wawan
MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Vol. 6 No. 1 (2025): January
Publisher : P3M Politeknik Negeri Media Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46961/mediasi.v6i1.1537

Abstract

This study aims to identify the involvement of men in beauty advertisements in Indonesia, both visually and verbally, using the Systemic Functional Linguistics (SFL) approach and multimodal analysis. Data were collected from the Instagram accounts of four leading beauty brands: Somethinc, Azarine, Skintific, and Scarlett Whitening. The analysis focuses on visual and verbal elements to explore ideational meanings in the representation of men in advertisements. The findings reveal that most advertisements feature male models as the main actors through narrative processes that emphasize the benefits of the product as a solution to audience needs. Material and relational processes dominate, reinforcing positive associations with the product, as reflected in verbal claims such as "brightens the skin." Additionally, the use of foreign languages and modern design elements highlights the product's global image and exclusivity, while positioning men as active consumers of beauty products. This study contributes to the study of gender representation in advertisements and provides insights for advertising practitioners to optimize communication effectiveness through visual and verbal elements. These findings are expected to offer valuable insights for gender-based marketing strategies in both local and global markets.
Co-Authors Wawan Gunawan