SEMIOTIKA KOMUNIKASI (Studi Teks Iklan Visual Kampanye Politik di Kota Ambon)

Abstrak

The results showed that the mark is used in the construction of Political Advertising Visual Pair Candidates for Governor and Deputy Governor of Maluku period 2013-2018 can be read in understanding Peirce's typology of signs that icon, index, and symbol. The iconic sign of the mark based similarity (similiarity) and similarity (resemblance) can be seen from the photograph of the candidate pairs as well as supporting figures icons and icons of other objects such as icons gong factory and peace. Index or sign based causal relationship with the object can be seen from the color shown that refer to paint the supporting party. While the symbol is a sign by convention can be seen from the used clothing that expresses eksklusifime and special symbols as ID. The relationship between text and context can be read by Barthes semiotic theory that saw the text and context in understanding denotation (actual) and connotation (figuratively) in jargon or tagline displayed on the visual advertising such acronym of Sincere (Abdullah Tuasikal and Hendrik Lewerissa) and sympathetic meaning (connotation) who try implanted in the minds of the audience as well as for the Faithful (Said Assagaff and Zeth Sahuburua).