Multimodal Analysis on Presidential Campaign Advertisements Realized by H. Prabowo Subianto and Ir. H. Joko Widodo on Television

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.