Metroseksual Dalam Iklan (Analisis Resepsi Khalayak Terhadap Iklan Vaseline Men di Televisi)

DINNAR, Lathifa, Wisoso Agus Setianto

2011 | Skripsi | Ilmu Komunikasi

Now we were faced on a modern era, where norms were stepped aside along the existence of west culture which gave huge influence to original culture of Indonesia, also our lifestyle. The more global dynamic age forced us to follow the modern lifestyle changes. In this modern era, not only woman needed to have attracting looks, but modern men also want to be attracted. Men didn’t describe as somebody who looked dull and didn’t care of his look, but they were recognized as a stylish, clean, and easy to socialize. Metrosexual men have a little bit difference with trendy-men with similar lifestyle. Metrosexual men paid more attention for self-treatment and looks. They didn’t doubt to spend money for their treatment and looks. Metrosexual men also have modern lifestyle and ordered. They once had negative image in society. But along the development of time, this men became the center of attention. They became the trendsetter of modern lifestyle. Having metro-sexual looks also one of job needs or social needs which forced somebody to play his role in society. From the background, the writer did research to find out audience’s reception about personal grooming advertisement in Yogyakarta which known as the city of cultures with patriarchal system domination. This research was qualitative research which aimed to describe the decoding process among male audience in their early adulthood phase. In this research, the writer used direct observation and in-depth interview. In analyzing the data, the writer used Strauss-Corbin method. In communication, from the research, there found that reception process influenced by media exposures, sociocultural background and advertisement elements such as celebrity endorser. Besides, the writer also found a fact that audiences still has negative perceptions about metrosexuals and their lifestyle. Keywords: Metrosexual, Reception, Personal Grooming Products, Television Commercial, Advertisement

Kata Kunci : Gaya Hidup