The masculinity representation in the north face advertisement have you ever?: a semiotic study

This research examines denotative and connotative narration to represent masculinity in The North Face advertisements. There are several research questions studied, among others: (1) What are the denotative and connotative contained in The North Face "Have You Ever?" advertisement, (2) How do the denotative and connotative represent of masculinity in The North Face "Have You Ever?" advertisement.The researcher answered the research problem by using semiotic studies of advertisements. Therefore, semiotics can help understand how meanings are constructed in advertisements and these meanings can influence the way people perceive the advertised product or service. Advertisements are analyzed through semiotic studies, namely denotative and connotative. Meanwhile, the representation of masculinity uses David and Brannon's theory. The method used in this research is qualitative method and the main theory used is Roland Barthes' theory. As a result, this first study found that The North Face advertisement contains twenty denotative and connotative meanings. Therefore, there are nineteen representations of masculinity in the advertisement. The results show that the advertisement portrays masculine traits such as appearance, leadership, strength, and courage. Male appearance is a tool for building confidence, displaying personality, and achieving goals. Similarly, male leadership involves controlling others to achieve predetermined goals. Male strength is the ability to perform energy-intensive physical activities. Moreover, courage is the ability to be aggressive in achieving one's goals.