Retorik dan pemaparan imej lelaki dalam bahasa iklan majalah men's health / Khoo Chu Pheng
This study aims to review the male advertisement from Men's Health magazine, with focus on the elements rhetoric and language features used in advertisement to prominence the male image, and investigation male image through advertising language. Male’s image includes stereotypes and masculin...
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总结: | This study aims to review the male advertisement from Men's Health magazine, with
focus on the elements rhetoric and language features used in advertisement to
prominence the male image, and investigation male image through advertising language.
Male’s image includes stereotypes and masculinity, as well as metrosexual image.
Study data collected from Men's Health magazine, and the title or slogan in the
advertisement examined. Data analyzed by the method of Content Analysis. In data
analysis and discussion qualitative and quantitative methods are used.
This study found that elements rhetoric that most frequently used are hyperbole
followed by rhetoric questions and paronomasia. Hyperbole used as excessive words to
expand the product’s function. Rhetorical question was intended to arouse curiosity
reader. For paronomasia, it used to convey compact messages with short sentence. Most
rarely rhetorics used are rhyme and catchword repetition, due to the less slight effect on
reader compared to the other elements rhetoric.
In terms of male’s image, the most stereotype and masculinity used in advertisement
language is ‘bread winner’ followed by ‘fighter’ and the least is ‘give 'em hell’. It shows
that people are now concerned with the character that willing to work hard and fight for
victory whereas aggressive acts are not pleasant by the public. The metrosexual image
that concerned to the appearance and fashion are also displayed in the advertisements.
In conclusion, elements rhetorical are used to convey the message effectively, included
support of male image that used to promote products which advertised. In this aspect, male image displayed in the advertisement is through the appearance of male models
and language features. However, male image is changing where aggressiveness is no
longer adored, and while image metroseksual began to be accepted in the society. This
study’s findings may contribute to the field of local advertising, as well as the field of
language and linguistic. |
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