The Mythology of the body of the sexually Marginalized in advertising

Abstract

The objective of the research on the mythology of the body of the sexually marginalized in advertising was to study the construction of the physical definition of people with gender diversity in advertising and decoding to the body in advertising for gender-sensitive audiences on body diversity. The research was done using a qualitative methodology by analyzing the text and in-depth interviews. The theoretical concepts used as a framework for the study were: the body of a person who is homosexual, semiotics and narration, advertising, and coding and decoding.

The results showed that the multicultural society today emphasizes equality and acceptance of the physical differences of the gender marginalized. In which the researcher studied 7 product advertisements and organizations that presented issues of sexuality among men. Which demonstrates the power to control, manipulate, and create a dynamic body of meaning? This has resulted in the mythology of the bodies of marginalized people of various sexual orientations which can be divided into 3 categories. 1) The body manipulation of the marginalized gender is a way that society does not accept or accept, that is the character uses power to manipulate the body, which has changed the body from a male to a transgender woman with food products coming in the body characteristics are contradictory. By the way, it was a change of body from a man to a beautiful woman, attractive to the opposite sex but in the other hand, when everyone knows the fact that the body they see is a transgender woman this results in rejection. 2) Body manipulation of the sexually marginalized fighting for acceptance, that is the character has a temporary body transformation. For instance, a male teacher dressed as a woman or permanently transformed into the body of a transgender woman with beauty products to determine the manipulation of the character's body requires patience and more intense battles. The stories presented in real situations, coupled with the consumption of goods to achieve acceptance; and 3) Transcending the body of the sexually marginalized, which leads to equality when the product has come out to campaign or support by bringing up the issue of gender equality among the marginalized to create a power for change in society.

As part of deciphering the meaning of body in advertising for gender-sensitive audiences on body diversity, that showed the context of modern society, the audience has a wide variety of meanings. However, in the overall pictures, they found that 1) Most of the audience will have a reading of the meaning consistent with the producer. Two of the highest numbers appeared in the third group, transcending the bodies of sexually marginalized people, which leads to equality in the second group, Body manipulation of sexually marginalized people to fight for acceptance 2) Negotiated reading; there were 3 subgroups, which appeared in the second group, body manipulation of sexually marginalized people. To fight for the human rights acceptance in the first group, the body manipulation of the marginalized gender that is socially unacceptable, or accepted and in the third group, transcending the bodies of the sexually marginalized which leads to equality 3) In the meaning of deprecation, least show up in the first group, which performed the body manipulation of the marginalized gender that is socially unacceptable or accepted.