Diva Aisha Arliananda, Arif Ardy Wibowo

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

Introduction

The myth of handsome standard in men's biore advertisement version "brightness is easy" says dustin tiffani. Semiotically analyzes Men's Biore ad "Brightness is Easy" to explore handsome standards. Reveals persistent discrimination, self-confidence's role, and evolving social beauty constructions.

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.

Review

This paper critically examines the "Brightness is Easy" advertisement by Men's Biore, featuring Dustin Tiffani, through the lens of societal handsome standards for men. The authors aim to investigate whether this particular advertisement challenges or reinforces the prevalent concept of good looks, which often dictates social acceptance. Employing a descriptive qualitative approach, the study utilizes Roland Barthes' semiotic analysis, delving into the denotative, connotative, and mythical layers of meaning within selected scenes of the advertisement to uncover its underlying messages regarding masculinity and societal expectations. Contrary to an initial expectation that the advertisement might deconstruct the "handsome standard," the research reveals a more complex narrative. The findings indicate that the ad, despite its premise, continues to portray discrimination experienced by individuals who do not conform to conventional notions of attractiveness. Instead of breaking the standard, it suggests that other qualities, specifically self-confidence—visually depicted through a "light effect" post-product use—become necessary for the main character's acceptance. This outcome highlights a social demand for conformity, where even if traditional good looks are not met, alternative, perhaps equally demanding, standards of confidence are then introduced and linked directly to the product's efficacy. The study makes a valuable contribution by using semiotic analysis to unpack the intricate ways in which advertisements, even those appearing to address social issues, can inadvertently reinforce or subtly shift societal pressures. By demonstrating how the Men's Biore ad simultaneously acknowledges discrimination and then constructs a new pathway to acceptance through product-enhanced confidence, the research sheds light on the evolving social construction of beauty and good looks standards. Future research could further explore the long-term implications of such advertising strategies on male self-perception and how these new 'standards' of confidence might create alternative forms of pressure within consumer culture.

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