MASCULINE IDENTITY THROUGH TATTOO IN HARLEY-DAVIDSON ADVERTISEMENT

Abstract

This research aims to understand the signification of masculine identity through the images of muscle and tattoo in Harley Davidson’s online advertisement. The theoretical frameworks were based on body theory, the concept of masculinity and tattoo, image analysis, semiotic and subliminal message. The gathered information consisted of Harley-Davidson’s online advertising on website in the total amount of 3 series of photographs created during 2014-2015

The research has found that the identity of masculinity were constructed as followings. 1) a metaphor which compares the strength of tattoo and muscle to the strength of Harley-Davidson 2) body language to represent the strength of muscle and tattoo by posing 3) using dress code to demonstrate or hide 4) camera angles which express the power of masculinity 5) lighting techniques to clarify the in-depth details of tattoo and muscle.