Representasi dan Maskulinitas Tubuh Ideal pada Iklan Susu Hilo

Nofan Azriel Falach* -  Universitas Muhammadiyah Yogyakarta, Indonesia
Fazril Milzam -  Universitas Muhammadiyah Yogyakarta, Indonesia
Anis Fikri Nuriadi -  Universitas Muhammadiyah Yogyakarta, Indonesia

The background of this problem is about masculinity as part of the commodification of the ideal and healthy male body in the Hilo milk advertisement in This research shows that the ideal body representation and masculinity depicted in the Hilo milk advertisement is to have a stocky body, a tall body and a six pack. This makes the Indonesian people who are watching the advertisement think that an ideal man is described by the appearance of a tall, muscular body and six pack. swimming. As for men who have bodies that are not ideal and healthy. Men with ideal and healthy bodies is one thing that must be owned by men.


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Article Info
Submitted: 2022-09-08
Published: 2025-02-24
Section: Articles
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