Masculinity In Advertising (Study Of Masculinity In AXE Indonesia Advertising Axelerete The Series: The Untold Stories)

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Masculinity in Advertising: A Study of AXE Indonesia's "Axelerete The Series: The Untold Stories"

Introduction

In today's society, the concept of masculinity has undergone significant changes, shifting from traditional notions of dominance and aggression to a more modern understanding of courage, rationality, and independence. The advertising industry has played a crucial role in shaping these changes, with many brands using their platforms to promote positive and inclusive masculinity. This study examines how AXE Indonesia's "Axelerete the Series: The Untold Stories" represents the image of masculinity, and how it reflects the broader social change towards modern masculinity.

Theoretical Background

The concept of masculinity is a complex and multifaceted one, influenced by social, cultural, and historical factors. According to John Fiske, semiotics is a key tool for understanding how meaning is constructed and negotiated in cultural texts, including advertisements. This study uses a qualitative research approach, combining documentation studies and literature studies to analyze the representation of masculinity in "Axelerete the Series: The Untold Stories".

Methodology

The data collection techniques used in this study include documentation studies and literature studies. The data analysis techniques include defining the object of analysis, collecting text, describing, interpreting, explaining codes, and making generalizations and conclusions. The study focuses on the three main characters in the ad, Keenan Pearce, Arifin Putra, and Chicco Jericho, and their journey in achieving success.

Results

The results of this study show that "Axelerete the Series: The Untold Stories" reflects the shift of traditional masculinity to modern masculinity. The three main characters in the ad display a calm and rational masculine nature, showing courage and independence without relying on physical strength or violence. This is in contrast to traditional notions of masculinity, which often emphasize dominance and aggression.

Modern Masculinity Analysis in Advertising

The representation of masculinity in this AX advertisement reflects a broader social change towards modern masculinity. Modern masculinity is no longer synonymous with dominance and aggression; instead, courage and independence that are balanced with empathy and calmness become more valued values ​​in today's society. This ad also highlights how men today tend to face the challenges of life more wisely, not trapped in narrow masculinity stereotypes.

The Role of Advertising in Shaping Social Perceptions

This study confirms the importance of understanding the representation of masculinity in advertising, as well as how it can change the mindset and behavior of the community towards gender. Through the right approach, advertising can be a significant driver of social change. By promoting positive and inclusive masculinity, advertising can help to break down stereotypes and promote a more nuanced understanding of what it means to be a man.

Conclusion

In conclusion, this study provides a detailed analysis of how AXE Indonesia's "Axelerete the Series: The Untold Stories" represents the image of masculinity. The results show that the ad reflects the shift of traditional masculinity to modern masculinity, emphasizing courage, rationality, and independence. This study highlights the importance of understanding the representation of masculinity in advertising, and how it can change the mindset and behavior of the community towards gender. By promoting positive and inclusive masculinity, advertising can play a significant role in shaping social perceptions and promoting social change.

Recommendations

Based on the findings of this study, the following recommendations are made:

  1. Advertising agencies should prioritize promoting positive and inclusive masculinity in their campaigns, highlighting the importance of courage, rationality, and independence.
  2. Brands should use their platforms to break down stereotypes and promote a more nuanced understanding of what it means to be a man.
  3. Researchers should continue to study the representation of masculinity in advertising, exploring how it can change the mindset and behavior of the community towards gender.

Limitations

This study has several limitations, including:

  1. The study focuses on a single advertisement, which may not be representative of the broader advertising industry.
  2. The study uses a qualitative research approach, which may not be generalizable to other contexts.
  3. The study does not explore the impact of advertising on social change, which is an important area of future research.

Future Research Directions

Future research should explore the following directions:

  1. The impact of advertising on social change, examining how advertising can promote positive and inclusive masculinity.
  2. The representation of masculinity in different cultural contexts, exploring how masculinity is constructed and negotiated in different societies.
  3. The role of advertising in shaping social perceptions, examining how advertising can change the mindset and behavior of the community towards gender.
    Q&A: Masculinity in Advertising - A Study of AXE Indonesia's "Axelerete The Series: The Untold Stories"

Introduction

In our previous article, we explored the concept of masculinity in advertising, using AXE Indonesia's "Axelerete the Series: The Untold Stories" as a case study. This Q&A article provides a deeper dive into the study, answering some of the most frequently asked questions about masculinity in advertising.

Q: What is the main focus of this study?

A: The main focus of this study is to examine how AXE Indonesia's "Axelerete the Series: The Untold Stories" represents the image of masculinity, and how it reflects the broader social change towards modern masculinity.

Q: What is modern masculinity?

A: Modern masculinity is a concept that emphasizes courage, rationality, and independence, without relying on physical strength or violence. It is a more nuanced and inclusive understanding of what it means to be a man.

Q: How does the study define traditional masculinity?

A: Traditional masculinity is a concept that emphasizes dominance and aggression, often associated with physical strength and violence.

Q: What are the key findings of the study?

A: The study found that "Axelerete the Series: The Untold Stories" reflects the shift of traditional masculinity to modern masculinity, emphasizing courage, rationality, and independence. The three main characters in the ad display a calm and rational masculine nature, showing courage and independence without relying on physical strength or violence.

Q: What is the significance of this study?

A: This study highlights the importance of understanding the representation of masculinity in advertising, and how it can change the mindset and behavior of the community towards gender. By promoting positive and inclusive masculinity, advertising can play a significant role in shaping social perceptions and promoting social change.

Q: What are the implications of this study for advertising agencies?

A: Advertising agencies should prioritize promoting positive and inclusive masculinity in their campaigns, highlighting the importance of courage, rationality, and independence. They should also use their platforms to break down stereotypes and promote a more nuanced understanding of what it means to be a man.

Q: What are the limitations of this study?

A: The study has several limitations, including the focus on a single advertisement, the use of a qualitative research approach, and the lack of exploration of the impact of advertising on social change.

Q: What are the future research directions for this study?

A: Future research should explore the impact of advertising on social change, examining how advertising can promote positive and inclusive masculinity. It should also explore the representation of masculinity in different cultural contexts, and the role of advertising in shaping social perceptions.

Q: What are the key takeaways from this study?

A: The key takeaways from this study are:

  1. Advertising can play a significant role in shaping social perceptions and promoting social change.
  2. Positive and inclusive masculinity should be prioritized in advertising campaigns.
  3. The representation of masculinity in advertising can change the mindset and behavior of the community towards gender.

Conclusion

In conclusion, this Q&A article provides a deeper dive into the study of masculinity in advertising, using AXE Indonesia's "Axelerete the Series: The Untold Stories" as a case study. The study highlights the importance of understanding the representation of masculinity in advertising, and how it can change the mindset and behavior of the community towards gender. By promoting positive and inclusive masculinity, advertising can play a significant role in shaping social perceptions and promoting social change.