| Summary: | This research is derived from a formulation of the problem how grooming
advertisements at style rubric on FHM Indonesia magazine construct metrosexual.
The objective of this research is to know how grooming advertisements at style
rubric on FHM Indonesia magazine construct metrosexual. This research is
descriptive by using critical discourse analysis method. The objects of this research
are grooming advertisements published at style rubric on FHM Indonesia magazine
edition September 2008 � September 2009. The data in this research is tag lines of
grooming advertisements published at style rubric on FHM Indonesia magazine
edition September 2008 � September 2009. The results of this research show that
through tag line of grooming advertisements, FHM Indonesia magazine drives men
to be metrosexuals who are aware of the appearance by using cosmetic products that
make metroseksuals more feminine by doing face treatments, narcissistic by
adopting the idols, macho who understand the appearance, and romantic by
proposing the aspects of love, friendship, and gender equalization. These ideologies
can change the mindset of societies to follow the lifestyle of metrosexual.
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