| dc.description.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?"). | en_US |
