MYTH INTERPRETATION ABOUT MASCULINITY IN GILLETTE’S SHORT FILM “WE BELIEVE: THE BEST MEN CAN BE”, A SEMIOTIC STUDY

Salman Rizki, Alfansyuri (2020) MYTH INTERPRETATION ABOUT MASCULINITY IN GILLETTE’S SHORT FILM “WE BELIEVE: THE BEST MEN CAN BE”, A SEMIOTIC STUDY. Other thesis, Universitas Darma Persada.

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Official URL: http://repository.unsada.ac.id/cgi/oai2

Abstract

This term paper discusses myth interpretation and its relation to masculinity in Gillette’s “We Believe: The Best Men Can Be” advertisement using semiotic theories from Roland Barthes which is the denotation, connotation, and myth. This research focuses on answering two formulations of problems as follows: 1) the interpretation of the myths found in the “We Believe: The Best Men Can Be” short film and 2) the interpretation of the myths found in the “We Believe: The Best Men Can Be” short film. Different studies on theory are used in the research. First, Barthes’ theory deals with connotation, denotation, and myths. Second, Raewyn Connell’s theory about hegemonic masculinity. Furthermore, this research uses a qualitative approach through analyzing the myth that appears in Gillette's advertisement. The results of the analysis show the myth that appears in Gillette’s “We Believe: The Best Men Can Be” advertisement have a relation to masculinity in American culture.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Gillette, advertisement, semiotic, sign, myth, connotation, denotation
Subjects:	700 The Art, Fine and Sport/Kesenian, Hiburan dan Olahraga > 791.4375 Film Reviews/Tinjauan Film
Divisions:	Fakultas Bahasa Dan Budaya > Bahasa dan Kebudayaan Inggris
Depositing User:	Trie anto Perpustakaan
Date Deposited:	04 Nov 2021 07:15
Last Modified:	04 Nov 2021 07:15
URI:	http://repository.unsada.ac.id/id/eprint/2056

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