Abstract:
This study analyzed multimodal analysis of presidential campaign advertisements
realized by H. Prabowo Subianto and Ir. H. Joko Widodo on television which
focused on visual language. It aimed to investigate the visual meaning and to
analyze the realization of visual language on presidential campaign
advertisements. The data were six advertisements of presidential campaign
realized by H. Prabowo Subianto and Ir. H. Joko Widodo. The source of data were
collected from KPU RI Youtube Channel. This study used the descriptive
qualitative method by Miles, Huberman and Saldana (2014) and applied the
Systemic Functional Language theory of Halliday (2014). The result showed that
visual meaning of all presidential campaign advertisements realized by H.
Prabowo Subianto and Ir. H. Joko Widodo on television was more related to work
program of the presidential candidates and showed each candidate was indeed
worthy of being president of Indonesia in the next period. Realization of visual
language realized into visual analysis and visual elements. Visual analysis got the
objectives and the messages of the advertisements, those were the message was
the presidential candidates hoped people would vote them to be elected president
in the 2019 elections and the purpose was for showing the public that they
deserved to be elected president of Indonesia. Visual element of the
advertisements had lead, display and emblem and every advertisement had all of
them.
