The Myth of Handsome Standard in Men's Biore Advertisement Version "Brightness is Easy" says Dustin Tiffani

Abstract

Media has an important role in conveying information to audiences related to products by companies, one of which is through advertising. By incorporating a sense of humanity or representing social reality in its packaging, advertisements will become more attractive. The Men's Biore advertisement version "Bright is Easy" by Dustin Tiffani is one that carries social issues. The ad brings the concept of handsome standards to the story's packaging. Handsome standards are a standard concept of good looks given to men by society. The surrounding environment will more easily accept someone who meets the standard of good looks. This research aims to determine whether the advertisement wants to break the concept of handsome standard that exists in society through the selection of actors. The research method used is descriptive qualitative using Roland Barthes's semiotic analysis with three aspects of signification, namely denotative, connotative, and myth, through several selected scenes in the advertisement. The results show that the advertisement still shows the discrimination experienced by someone who does not meet the standard of good looks. Other standards must be met by the main character to be accepted by the surrounding environment. The discrimination shows the social demand to at least be what has been prevailing in society. The ad conveys a message about the self-confidence that everyone should have through the light effect that appears after the main character washes his face using Men's Biore products. This confidence makes the main character more accepted by the surrounding environment. In this case, the advertisement also builds the social construction of beauty or good looks standards among the community as the times evolve. Keywords: Advertising, Handsome Standard, Masculinity, Roland Barthes, Semiotics.