­Representasi Nilai-nilai Maskulinitas Pada Iklan Pantene ‘Miracle Hair Supplement’

Abstract

This study aims to determine the values of masculinity in the Pantene ‘Miracle Hair Supplement’ advertisement. The theory used in this study is the semiotic theory by Roland Barthes, advertising and masculinity. Male actors, Keanu Angelo as known as content creator, who represent that having tangled hair makes the unpleasant mood so he offered the hair product that issued by Pantene who gives the unique concept in a product advertising. In theory of masculinity, body care is not only used by women but men also pay more attention to their appearance in public and make the atmosphere around brighter. Masculinity in Pantene advertisements leave the image of men who cannot use hair care so that Keanu Angelo provides a new looked to Indonesia’s society that not only women who need hair care but men can also take care of themselves. The results of this study indicate a relationship between the signifier and the signified, resulting in the emergence of modern masculinity values by challenging Indonesian culture related to traditional education that hair care is only for women.