Article Per Year (5 Year)
p-Index From 2020 - 2025
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All Journal ELS Journal on Interdisciplinary Studies in Humanities
Aulia Herdani, Diza
Unknown Affiliation
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Depiction of Masculinity in the Advertisement 'PRUFuture Prudential Life Insurance, #SimpleButMeaningful Protecting Families Now and in the Future' Aulia Herdani, Diza; Prasetya, Hendri; Setiawati, Titin
ELS Journal on Interdisciplinary Studies in Humanities Vol. 8 No. 1 (2025): MARCH
Publisher : Hasanuddin University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34050/els-jish.v8i1.43570

Abstract

Traditional masculinity remained deeply embedded in society, associating values such as strength, independence, power, and work primarily with men. This study aimed to examine the portrayal of masculinity in the male lead character of Prudential Indonesia’s advertisement titled "PRUFuture Prudential Life Insurance: #SimpleButMeaningful Protecting Families Now and in the Future." The research employed a qualitative descriptive method, utilizing data collection techniques such as documentation, observation, and interviews with gender observers. The findings revealed that the advertisement depicted six out of seven characteristics of traditional masculinity, including physical appearance, functionality, sexuality, intellect, interpersonal skills, and personal character. These portrayals reinforced conventional gender norms that continued to shape societal expectations of men. Understanding such representations was essential in analyzing the broader impact of advertising on gender perceptions.
Co-Authors Prasetya, Hendri Setiawati, Titin