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All Journal Koneksi CONTENT: Journal of Communication Studies
Patricia, Yolanda
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Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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The Femme-Masculinity in The Marjan Ramadan Advertising Series Patricia, Yolanda; Lobodally, Altobeli
CONTENT: Journal of Communication Studies Vol. 2 No. 2 (2024): Digital Communication, Marketing Communication and New Media
Publisher : Talenta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/cjcs.v2i02.16335

Abstract

Femme-masculinity is a gender terminology to describe a woman who identifies herself between the feminine and masculine genders. This femme-masculine gender is represented in the Marjan Ramadan 2022 Ad Series Versions “Marjan, Bangkitkan Harapan”, “Marjan, Berbuka Penuh Harapan”, dan “Marjan, Rayakan Kemenangan”. This study aims to dismantle the representation of femme-masculinity in the Marjan Ramadan 2022 Ad Series Versions “Marjan, Bangkitkan Harapan”, “Marjan, Berbuka Penuh Harapan”, and “Marjan, Rayakan Kemenangan”. The theory used is Stuart Hall’s Representation Theory, using a qualitative approach and Roland Barthes’s Semiotic Analysis method, namely denotation, connotation, and myth. The results of this study found that femme-masculinity in Marjan’s advertisements is represented as an androgynous figure, an intelligent figure, a heroic figure, a warrior figure, a leader figure, and a brave figure. Marjan’s advertisements seem to represent a femme-masculine figure in their advertisements, but this is nothing more than just for profit. Thus, the representation of femme-masculinity in Marjan’s Commercial Series is only a false reality.
Hubungan Antara Kredibilitas Keanu Angelo dengan Sikap Penonton terhadap Iklan YouTube Miracles Hair Supplement Pantene Patricia, Yolanda; Hafiar, Hanny; Komariah, Kokom
Koneksi Vol. 9 No. 2 (2025): Koneksi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/kn.v9i2.34701

Abstract

Pantene's Miracles Hair Supplement commercial starring Keanu Angelo is one of the media used by the Pantene brand to promote products while conveying the message of gender inclusiveness that Pantene wants to convey to the public. However, the responses given by ad viewers certainly vary according to the understanding obtained by each individual. This makes Pantene get some negative comments from ad viewers that are opposite to the brand's goals. The purpose of this study is to determine the extent of the relationship between Keanu Angelo's credibility as Pantene's Miracles Hair Supplement YouTube brand ambassador and the audience's attitude towards the advertisement based on the theory of source credibility. The sample studied consisted of 61 ad viewers who were randomly selected using simple random sampling technique. This study uses a quantitative approach with correlational research methods. The data obtained were analyzed descriptively and inferentially with the SPSS 29.0 application test tool. The results of this study indicate that there is a significant and strong positive relationship between Keanu's expertise, trustworthiness, and attractiveness as a brand ambassador with the audience's attitude towards Pantene's Miracles Hair Supplement YouTube ad. Iklan Miracles Hair Supplement Pantene yang dibintangi Keanu Angelo merupakan salah satu media yang digunakan brand Pantene untuk mempromosikan produk sekaligus menyampaikan pesan inklusifitas gender yang ingin disampaikan Pantene kepada masyarakat. Namun, respons yang diberikan penonton iklan tentunya berbeda-beda sesuai dengan pemahaman yang didapatkan masing-masing individu. Hal tersebut membuat Pantene mendapatkan beberapa komentar negatif dari penonton iklan yang berlawanan dari tujuan brand tersebut. Tujuan dari penelitian ini adalah mengetahui sejauh mana hubungan antara kredibilitas Keanu Angelo sebagai brand ambassador YouTube Miracles Hair Supplement Pantene dengan sikap penonton terhadap iklan tersebut berdasarkan teori kredibilitas sumber. Sampel yang diteliti terdiri dari 61 penonton iklan yang dipilih secara acak menggunakan teknik simple random sampling. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian korelasional. Data yang diperoleh dianalisis secara deskriptif dan inferensial dengan alat uji aplikasi SPSS 29,0. Hasil penelitian ini menunjukkan bahwa terdapat hubungan positif yang signifikan dan kuat antara keahlian, keterpercayaan, dan daya tarik Keanu sebagai brand ambassador dengan sikap penonton terhadap iklan YouTube Miracles Hair Supplement Pantene.
Co-Authors Hanny Hafiar Kokom Komariah Lobodally, Altobeli