REPRESENTASI PRIA METROSEKSUAL DALAM IKLAN TELEVISI PRODUK PERAWATAN WAJAH PRIA (Analisis Semiotika Pada Iklan Produk Perawatan Wajah Garnier Man – Turbo Light Oil Control 3 in 1 Charcoal)

Advertising is not merely a tool to promote a product or service, but to persuade or influence someone to think and act according to what the advertiser wants, advertising is able to construct a social reality that exists in society. Masculinity and femininity is a form of social reality construction that is built by advertising. Masculinity is described by adherence attached to virility, courage, and maturity, while femininity is described as inherent with tenderness, patience, and kindness. But today in the Garnier man advertisement - Turbo Light Oil Control 3 in 1 Charcoal portrays the figure of a man who cares about the perfection of every inch of his body. Men of this figure are called new or metrosexual masculinity. This research aims to reveal how the representation of metrosexual men in the advertisement of Garnier man's male facial treatment product - Turbo Light Oil Control 3 in 1 Charcoal which represents metrosexual men In this study, researchers used a qualitative approach, the basic type of research used by researchers is the type of interpretive research. , and Technical analysis of the data used by researchers is the semiotics of the meaning of Roland Barthes's interpretation in revealing the meaning of denotation, connotation, and myth in seeing the description of metrosexual men in the advertisement of Garnier man's man care product - Turbo Light Oil Control 3 in 1 Charcoal that represents metrosexual men. The representation of metrosexual men in the Garnier Man - Turbo Light Oil Control 3 in 1 charcoal advertisement is One, metrosexual man has a picture where a metrosexual man is a successful man in his career, and has an established life by having more wealth to support his lifestyle. Metrosexual men where men care about appearance. There are several looks of a man in his life such as a macho man who always looks fashionable who is always dressed neatly, wearing a leather jacket and wearing a large motorbike, metrosexual man who always looks clean by caring for his body parts especially on the face. And metrossexual men who have clean and white faces. In this day and age many men are called metrosexual men where the man likes to treat his limbs especially in the face to make it look brighter and more handsome. Representation, advertising, Metrosexual, Semiotic