Representation of Masculinity in the Hugo Boss Perfume Advertisement on Youtube.com

Authors

  • La Ode Abdul Handoko Marzuki Universitas Halu Oleo
  • Neil Amstrong Universitas Halu Oleo
  • Arman Arman Universitas Halu Oleo

DOI:

https://doi.org/10.33772/elite.v8i2.2318

Keywords:

Advertisement, Masculinity, Representation

Abstract

This study focuses on masculinity through power, image, ideal, and domination based on Connel's masculinity theory displaying the symbol of masculinity in the Hugo Boss perfume advertisement. The Objective of the study in this research is to describe the representation of masculinity which is depicted in the Hugo Boss perfume advertisement on Youtube.com. The research method that the author uses is qualitative. The data source for this research is Hugo's perfume ad videos on YouTube. The data collection method used is proficient free listening and note-taking techniques. This method is used to remember that the data used is pausing and screenshotting the advertisement. As a result, there are 20 pieces of data found by a researcher from 5 advertisements that the researcher chose as the object. The researcher found that there is a unique new concept of masculinity or appearance in Hugo Boss perfume advertisements, the representation of masculinity in the Hugo Boss advertisement is divided into power, image, ideal, and dominance. Hugo Boss perfume advertisements continue to reinforce the ideology of masculinity where masculinity is the separation between men and women in terms of gender and masculinity represents the male gender. The strengthening of masculinity ideology in this advertisement is shown in the aspect of men who are macho and successful. This advertisement also dismantles the ideology of masculinity in the aspect of men having a nerd appearance and manipulative attitudes towards women, both of which are not stereotypical.

References

Azmi, Ahmad Yani. (2013). Edward Cullen Masculinity in Stephanie Meyer's New Moon. English Department Faculty of Language and Art State University of Surabaya.

Beynon, John. (2002). Masculinities and Culture. Open University Press, London

Barker, Chris. (2003). Cultural Studies: Theory and Practice. Yogyakarta: PT. Bentang Pustaka.

Cohan, Steven. (2002). Creening the Male: Exploring Masculinities in Hollywood Cinema. Routledge, New York.

Connel, R.W. & James W. Messerschmidt. (2005). Hegemonic Masculinity: Rethinking the Concept. Gender & Society, Vol.19, No. 6, 829-859

Connel, R W. (1995). Masculinities. Berkeley: University of California Press.

Feasey, Rebecca. (2008). Masculinity and Popular Television. Edinburgh University Press Ltd, Edinburgh.

Frosh, Stephen. (1994). Sexual Difference: Masculinity and Psychoanalysis. Routledge, London

Hall, Stuart. (1977). Representation. London, Thousand Oaks, New Delhi: The Open University.

Horrocks, Roger. (1995). Male Myths and Icons: Masculinity in Popular Culture. Macmillan Press Ltd, London.

Jackson, Donell. (2013). How a Man Should Treat His Woman. Indiana: Xlibris.

Lehman, Peter. (2001). Masculinity: Bodies, movies, Culture, Ed. New York: Routledge.

MacKinnon, Kenneth. (2003). Representing Men; Maleness and Masculinity in the Media. London: Arnold.

Moore, Jennifer Grayer. (2016). Fashion Fads Through American History; Fitting Clothes into Context. California: ABC-CLIO.

Ottosson, Therese., And Cheng, Xin. (2015). The Representation of Gender Roles in the Media. Bachelor’s thesis in political science.

Downloads

Published

2023-12-30

How to Cite

Marzuki, La Ode Abdul Handoko, Neil Amstrong, and Arman Arman. 2023. “Representation of Masculinity in the Hugo Boss Perfume Advertisement on Youtube.Com”. ELITE: Journal of English Language and Literature 8 (2):109-24. https://doi.org/10.33772/elite.v8i2.2318.

Issue

Section

Vol. 8 No. 2 December 2023

Most read articles by the same author(s)

> >>