This study is conducted to reveal the masculinity construction in the commercial of Apple iPhone 7 Plus The Rock x Siri – Dominate The Day and The Dive. In order to analyze the construction of masculinity, I use Masculinity concept as a guideline and Gillian Dyer’s list the theory of human signs (1982) to examine the visual signs in both of the commercial videos. The elements that analyze are appearance, manner, and activity. In the analysis, the commercials show masculinity as having confidence, dedication and freedom. Confidence are shown from the appearance, manner and activity, Dedication and Free are shown from the activity. To conclude The Rock x Siri – Dominate The Day and The Dive can be a new reflections of today’s masculinity while promoting their product.

Creator(s)

• (11414027) NICO CHRISTIAWAN UNTARYO

Contributor(s)

• Priska Febrinia Handojo → Advisor 1
• Ribut Basuki → Examination Committee 1

Publisher

Universitas Kristen Petra; 2018

Language

English

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Undergraduate Thesis No. 01012245/ING/2018; Nico Christiawan Untaryo (11414027)

Subject(s)

• BRANDING (MARKETING)

File(s)

• jiunkpe-is-s1-2018-11414027-42843-iphone-cover.pdf
• jiunkpe-is-s1-2018-11414027-42843-iphone-abstract_toc.pdf
• jiunkpe-is-s1-2018-11414027-42843-iphone-chapter1.pdf
• jiunkpe-is-s1-2018-11414027-42843-iphone-chapter2.pdf
• jiunkpe-is-s1-2018-11414027-42843-iphone-conclusion.pdf
• jiunkpe-is-s1-2018-11414027-42843-iphone-references.pdf