MYTH INTERPRETATION ABOUT MASCULINITY IN GILLETTE’S SHORT FILM “WE BELIEVE: THE BEST MEN CAN BEâ€, A SEMIOTIC STUDY
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Institusion
Universitas Darma Persada
Author
Salman Rizki, Alfansyuri
Subject
791.4375 Film Reviews/Tinjauan Film
Datestamp
2021-11-04 07:15:33
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.
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.
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