Nasionalisme dalam Iklan:(Analisis Isi Kualitatif Iklan Kampanye Pemilihan Umum Presiden 2014 di Televisi terkait Isu Nasionalisme)

Bobi , Widodo Agus Setianto

2015 | Skripsi | Ilmu Komunikasi

Abstract Indonesian national political system has been progressing quite well. It’s apparent from development of the media campaign which was originally only conventional, transformed into a contemporary campaign using mass media. However, style changes of the campaign carries a significant influence on political content of message. Political campaign conducted through the mass media, forcing political message content adapts to the form of media used. Television channels that provide political campaigns through advertisements, forcing the political parties and candidates to convey their political messages in the form of advertising as well. Advertising on television media is one form of a campaign that has a broad range and can’t be made with a long duration so it doesn’t have depth of the material advertised. Regardless of the advantages and disadvantages of, the advertising on television has become one of the new campaign for the Indonesian political. Political advertising has also grown with the various forms of approach to suit the commercial advertisements such as this. The intensity of political advertising by raising the issue of nationalism as its advertising appeal on presidential elections in 2014 is fairly large. Many ads featuring attributes that indicate that they are nationalist figure. Such as advertising "Pemimpin yang Cerdas dan Tegas" and advertising "Siapkah Kita?". Both of these ads are ads created with moral approach which raised the issue of nationalism as its advertising appeal. Content analysis of how nationalism drawn from both the ad at least give an idea related to the form of political message content. How nationalism in the campaign through political advertising was removed using a particular approach, making the political advertising has a unique liking political parties and candidates who made it. Keywords: Content analysis, political ads, Nationalism

Kata Kunci : Iklan Politik