Mise en Scene Maskulinitas pada Iklan Kukubima Energi Versi Wisata Alam Merapi (Analisis Semiotika Roland Barthes)

Abstract

This study aims to analyze the mise en scene of masculinity in the Kukubima Energi advertisement, the Merapi nature tourism version, through Roland Barthes' semiotic analysis. This study uses a qualitative descriptive method with data collection techniques through direct observation of advertisements by watching them on YouTube and literature studies. The data obtained were then analyzed using descriptive qualitative techniques and interpretative presentation of the data. The results of this study provide a deeper understanding of how the image of masculinity is generated in advertising. The denotation in this advertisement leads to visualization that appears physically starting from the physical figure of the man, the setting used, the color, the light, to the clothes. Connotation refers to the implied meaning of the visualized setting and movement elements. Meanwhile, the myth in the advertisement is that adult men who drink Kukubima Energi are strong, tough, and brave men because Kukubima Energi is an energy supplement drink for men whose function is to add additional energy when carrying out activities. The mise en scene aspect in the form of gestures and settings in this advertisement succeeded in visualizing a man who is dashing, agile, agile, confident, full of enthusiasm, strong, brave, and successful in an achievement. The visual image displayed in this ad is more about the masculine values of every man. The conclusion of the research shows that the advertisement for Kukubima Energi, the Merapi nature tourism version, succeeded in creating the image of masculinity desired by the public, namely a man who looks dashing, bearded, strong, tough, and looks capable of conquering nature. The markers used are in the form of the natural tourism setting of Merapi and the movements or gestures of male figures who carry out masculine activities and then drink the KukuBima Energi supplement drink.