Pesan Moral dalam Iklan Politik:(Analisis Semiotik Pesan Moral dalam Iklan Politik Gita Wirjawan Tahun 2013-2014)

Devita Nur Asri Pratiwi, Wisnu Martha Adipura

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT The presence of political advertising could not be separated from election. As long as election does exist, political advertising will be there. Altough it looks like product advertising, but political advertising actually has more difficult job, because its function to build party or candidate’s image, in order to get sympathy from society. Between the swift competition by political advertisement towards 2014 election, Gita Wirjawan’s advertisement become one of them. Among various political advertising that appears in television towards 2014 election, Gita Wirjawan’s political advertising having the difference with another political advertising. In his ads, Gita Wirjawan absolutely not giving the promise of change or persuate society to support him. Using tagline “Berani Lebih Baik”, in his every version of political advertising Gita featuring inspirational story to audience about people’s fearless to change their life into better. More than just a promotion, Gita Wirjawan’s advertising delivering moral messages to audience. The attitudes such as bravery, independence, responsible until honesty are trying to be delivered by Gita Wirjawan in his every political advertising. The goal, so that political advertising are not only become a promotion, but also become a tool to educate society. Through the code, sign, and meaning, all of messages in Gita Wirjawan’s advertising analyzed in order to understand how moral messages showed in advertisement.

Kata Kunci : Iklan; Politik