METROSEKSUALITAS DALAM IKLAN SEBAGAI WACANA GAYA HIDUP POSMODERN
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https://doi.org/10.9744/nirmana.6.2.Abstract
Nowdays Metrosexual is becoming an interesting topic not just in the fashion field but also in the public. Metrosexual is the product of consumption-advertisement-lifestyle hegemonic. The growing of Metrosexual lifestyle because of synergic cooperation between producers of postmodern culture and media also advertising to create new needs for male. In advertisements%2C metrosexual models are appeared to promote products of consumption lifestyles%2C spectacle%2C body (taste) and image. Clearly%2C advertisements no longer offer product functions but also relate to image of surface and style%2C with the result that nowdays metrosexual identity not just a trend but has become a new social identity.Abstract in Bahasa Indonesia :
Metroseksual saat ini menjadi wacana aktual di dunia fashion juga di masyarakat luas. Metroseksual adalah produk dari hegemonitas konsumsi-iklan-gaya hidup. Gaya hidup metroseksual ini tumbuh dan berkembang tidak lepas dari adanya sinergi antara produsen ideologi budaya posmodern dalam kerjasamanya dengan media serta iklan untuk menciptakan kebutuhan baru pada kaum pria. Dalam iklan-iklan tersebut%2C sosok metroseksual dihadirkan untuk menawarkan produk dari gaya hidup konsumtif%2C tubuh (cita rasa)%2C dan citra. Jelasnya iklan tidak lagi menjual fungsionalitas produk namun juga telah dikaitkan dengan tampilan permukaan dan gaya%2C sehingga saat ini identitas metroseksual menjadi tidak hanya sekedar trend namun telah menjadi sebuah identitas sosial yang baru.
Published
2005-11-22
How to Cite
Tri Handoko, C. (2005). METROSEKSUALITAS DALAM IKLAN SEBAGAI WACANA GAYA HIDUP POSMODERN. Nirmana, 6(2). https://doi.org/10.9744/nirmana.6.2.
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