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Kulturistik : Jurnal Bahasa dan Budaya
Published by Universitas Warmadewa
ISSN : 25809334     EISSN : 25804456     DOI : 10.22225/kulturistik
Core Subject : Humanities,
Humanities
Welcome to the official KULTURISTIK: Jurnal Bahasa dan Budaya (e-ISSN 2580-4456 p-ISSN 2580-9334) website. As a part of the spirit of disseminating language and culture science to the wider community, KULTURISTIK: Jurnal Bahasa dan Budaya website provides journal articles for free download. Our journal is a Journal which is a reference source for academics and practitioners in the field of language and culture. KULTURISTIK: Jurnal Bahasa dan Budaya is a journal that published by Warmadewa University Press jointly with Faculty of Arts and Humanities, Universitas warmadewa. KULTURISTIK: Jurnal Bahasa dan Budaya Journal has the content of research results and reviews in the field of selected studies covering various branches of language and culture both from within and outside the country, as well as in the KULTURISTIK: Jurnal Bahasa dan Budaya also contains the field of study related to the language in a broad sense. This journal is published 2 times within a year of January and July, submitted and ready-to-publish scripts will be published online gradually and the printed version will be released at the end of the publishing period. Language used in this journal is English and Indonesian.
Arjuna Subject : Seni dan Humaniora - Bahasa dan Linguistik
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Search results for , issue "39-51" : 1 Documents clear
REPRESENTASI SENSUALITAS DALAM IKLAN OBAT KUAT DI LOKAPASAR INDONESIA Yahya, Mad; Nashiroh, Tsalits Syafa’atun; Sulistyowati
Kulturistik: Jurnal Ilmu Bahasa dan Budaya 39-51
Publisher : Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/kulturistik.10.1.7581

Abstract

This article examines advertisements for male enhancement drugs on online marketplaces that tend to display aspects of male and female sensuality. The signs of sensuality in the advertisements are analyzed using Roland Barthes’ semiotic approach. This study employs a qualitative methodological approach. The data sources consist of advertisements for male enhancement drugs found on various popular online marketplaces in Indonesia. The research data comprise 40 advertising posters collected through literature review, documentation techniques, and screenshot capture. After the data were collected, categorization, data reduction, and analysis were conducted based on Roland Barthes’ semiotic theoretical framework. The results show that advertisements for male enhancement drugs in online marketplaces tend to exploit the sensuality of both men and women, which is manifested through visual components and advertising text. At the level of denotation, advertisements are generally realized through visual elements such as images of women and/or men, product images, logos, colors, and illustrations, while the textual components include linguistic units in the form of words, phrases, and sentences. At the level of connotation, male enhancement advertisements construct meanings related to sensuality, such as female seduction, assumptions of sexuality associated with white-skinned individuals, husband–wife romantic relationships, and male virility. These aspects of sensuality are reinforced through the use of hyperbolic language in the advertisements. Meanwhile, the myths embedded in male enhancement advertisements tend to associate male sexual satisfaction with certain socio-cultural assumptions, including female sexual satisfaction, family harmony, masculinity, and male superiority. The myths also represent male virility as being measured by the ability to dominate women.

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