Analisis Semiotika Representasi Laki-laki Metroseksual Pada Iklan Scarlett Whitening Versi Song Joong Ki di Instagram

Abstract

Abstrak

Penelitian ini bertujuan untuk mengetahui makna denotasi, konotasi, serta representasi laki-laki metroseksual yang ditampilkan pada iklan Scarlett Whitening versi Song Joong Ki. Objek penelitian ini adalah iklan Scarlett Whitening versi Song Joong Ki. Penelitian ini menggunakan pendekatan deskriptif kualitatif. Dilakukan melalui akun Instagram resmi milik Scarlett Whitening periode Januari hingga Maret 2022. Sumber data yang digunakan adalah data primer dan sekunder. Data dianalisis dengan teori semiotika Roland Barthes. Keabsahan data diperoleh dengan triangulasi metode. Berdasarkan hasil penelitian, terdapat  6 scene yang merepresentasikan sikap narsis, percaya diri (klimis, senang bersolek, berpenampilan rapi, dan terlihat segar), 2 scene yang merepresentasikan ciri memiliki uang (mampu/kelas ekonomi atas), 2 scene yang merepresentasikan ciri urban dan 2 scene yang merepresentasikan ciri feminin (senang berbelanja/shopping, royal, dan banyak aksesori) yang dimiliki oleh laki-laki metroseksual. Laki-laki metroseksual meruntuhkan mitos sebelumnya bahwa laki-laki dianggap tabu jika bersolek. Laki-laki metroseksual memunculkan gambaran baru bahwa laki-laki sangatlah memperhatikan penampilannya.

Kata kunci : Representasi, Laki-laki metroseksual, Iklan, Scarlett Whitening, Semiotika

Abstract

This study aims to determine the meaning of denotation, connotation, and representation of metrosexual men displayed in Song Joong Ki's version of the Scarlett Whitening advertisement. The object of this research is Song Joong Ki's version of the Scarlett Whitening advertisement. This research use desciptive qualitative approach. It was carried out through Scarlett Whitening's official Instagram account for the period January to March 2022. The data sources used were primary and secondary data. The data were analyzed by Roland Barthes' semiotic theory. The validity of the data was obtained by triangulation method. Based on the results of the study, there are 6 scenes that represent narcissism, self-confidence (clean, likes to dress up, look neat, and look fresh), 2 scenes that represent the characteristics of having money (capable/upper economy class), 2 scenes that represent urban characteristics and 2 scenes that represent feminine characteristics (happy shopping/shopping, splurge, and lots of accessories) that are owned by metrosexual men. Metrosexual men demolish the previous myth that men are considered taboo when preening. Metrosexual men give rise to a new image that men really care about their appearance.

Keywords : Representation, Metrosexual man, Advertising, Scarlett Whitening, Semiotics