Representasi Citra Partai Politik Melalui Iklan (Analisis Semiotika Iklan Partai Solidaritas Indonesia Versi Seberapa Indonesianya Kamu ? di Televisi)

Abstract

This research is entitled "Representation of Political Party Image Through Advertising (Semiotic Analysis of Indonesian Solidarity Party Advertising Version How Indonesian Are You? On Television)". This study aims to determine the meaning of denotations, connotations and myths contained in the Paras Solidaritas Indonesia campaign advertisement How Indonesian Are You?. This study uses qualitative research methods based on interpretation, with concepts that generally do not provide numerical figures, such as ethnomethodology or certain types of interviews. The results of this study indicate that the party's television advertisement is only a strategy for self-image, increasing prestige and party electability. In the sense that the advertisement takes advantage of the millennial trend which is developing rapidly, it creates a sense of sympathy for the community, women, especially millennials. This ad was produced by a smart marketer, made as weird as possible to invite people to go viral as a joke, the more viral and the more people watched it, the creativity and strategy in the production of this ad succeeded in increasing the image, prestige and increasing the electability of the Indonesian Solidarity Party (PSI) alone. . The signs used in advertisements are in the form of icons, indices and symbols in the form of verbal and non-verbal aimed at introducing their presence in a political party. This can be seen from scene to scene in the sense that for the people of Indonesia it is not complete if they do not eat rice. Indirectly, Grace Natalie shows that as a young woman the leader of a political party is not only physically beautiful and firm but also has to love Indonesian food culture (the ad version of "How Indonesian Are You?").