Verbal Metaphors used in Indonesia male skincare products advertisement

Abstract

This study investigates the use of metaphor in Indonesian men’s facial advertisements and how it constructs meanings related to masculinity, confidence, and modern male identity. The research focuses on selected advertisements from skincare brands such as Kahf, Garnier Men, and Pond’s Men, which are widely used in Indonesia. The study applies a qualitative descriptive approach using verbal metaphor theory as the main analytical frameworks.

The findings show that metaphors are extensively used in verbal forms. Verbal metaphors such as “fight acne,” “control oil,” and “face the world” conceptualize skincare as a form of struggle or battle. The dominant conceptual metaphor identified is “SKINCARE IS WAR,” where skin problems are represented as enemies and skincare products as tools for victory.

Furthermore, the study reveals that these metaphors do not only function as persuasive advertising strategies but also contribute to the construction of a cultural myth of modern masculinity. In this myth, a “real man” is portrayed as someone who is physically active, confident, and conscious of personal grooming. Thus, skincare is repositioned from a traditionally feminine activity into an essential aspect of masculine identity.

In conclusion, metaphor plays a significant role in Indonesian men’s facial advertisements by shaping consumer perception and reinforcing social meanings of masculinity in contemporary Indonesian society.