ANALISIS DEKONSTRUKSI MASKULINITAS DERRIDA DALAM IKLAN BB CREAM PRIA KOREA

Abstract

Abstract

Related to masculinity is inseparable from discussions about gender where gender is different
from gender. Gender is considered as a biological construction carried out by each
individual from birth, while gender is based on social and cultural construction. Stereotypes
about gender are masculine men and feminine women. In the adverts of BB Cream products
from Korea, BB Cream is not only used by women but can also be used by men. In the
DANDYGUY advertisement they further promote BB Cream products for men's facial
treatments. This product imaged men also need to preen in their daily life by using BB
Cream. This study uses qualitative methods that can provide details about phenomena that
are difficult to explain by quantitative methods. By analyzing semiotics using Derrida's
theory of deconstruction. This research has an exploratory character, which emphasizes the
process of the product.
Keywords: Derrida, Masculinity, Gender, Semiotics.