Pustaka Ilmiah Universitas Padjadjaran

Abstrak

Masculinity in Traditional Medicine Advertisements for Men’s Strength on Mass Media: Multimodality Analysis

This research studies particular factors relating to masculnity construction in traditional medicine advertisements for men’s strength on mass media. The multimodality theory used in the researchwas Systemic Functional Linguistics by Halliday (2004) explaining language metafunction into ideational, interpersonal, and textual. Analysizing advertisements strcuture used the theory by Cheong (2004). Meanwhile, analyzing the masculinity construction used the theory by Connell (1987) on hegemonic masculinity. The model of multimodality analysis used was themodel developed by the combination of multimodality theories by (Anstey & Bull, 2010) and Kress and Van Leeuwen (1996-2006). The data of the research were traditional medicine advertisements for men’s strength collected from H. Suhendar Medical Klinik and published on daily newspaper in various reegions in Indonesia. The research aims at (1) analyzing the advertisement structure and metafunction conveyed in the advertisement of H. Suhendar Medical Clinic and (2) revealing masculinity construction implied in the advertisement of H. Suhendar Medical Clinic. The result shows (1) there are complete advertisement structure and metadiscoure consisting of Announcement, Enhancer, Particiant, Demand, Setting, and Call and Visit Information, (2) the multimodality analysis result on H. Suhendar Medical Clinic has constructed the definition of masculinity namely great men must have long big, hard, and last longer vitality in order to be loved by the wives and may keep harmonious family.