Brand Slogan and Tagline with Masculinity Role in L-Men Platinum Advertisements

Abstract

The study focuses on the construction of gender roles in L-Men advertisements. Using a cultural studies approach and a modified circuit of culture as a methodological and theoretical framework, this study aims to identify how gender roles are associated with production, representation, identity, and consumption. Furthermore, it can facilitate a broad contextual understanding of the Indonesian male identity's complexities and contradictions. L-Men is an Indonesian brand that produces a protein-rich drink that is intended to assist men in gaining muscle mass. The gender roles in L-Men Platinum advertisements are investigated in this study. The study reveals that advertising constructs the identity of ideal masculinity in Indonesian society through representation. L-Men advertising builds a toxic mindset in society, especially for males, by consistently using muscular models or actors in the advertisement. Also, it is stated in every L-Men advertisement from time to time that it still consistently uses the tagline "Trust me, It works", which implicitly instils a perception of its achievement in accomplishing a body goal for its customers. Thus, advertising has become an effective medium for commercializing products and constructing gender roles in society, particularly for men.