MAKNA POLITICAL BRANDING PARTAI PAN DALAM IKLAN PAN TAHUN 2023 (ANALISIS SEMIOTIKA CHARLES SANDERS PEIRCE)

Sanjani, Ervan (2024) MAKNA POLITICAL BRANDING PARTAI PAN DALAM IKLAN PAN TAHUN 2023 (ANALISIS SEMIOTIKA CHARLES SANDERS PEIRCE). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

This research aims to analyze the meaning of political branding in the 2023 advertisement of the National Mandate Party (PAN) using the semiotic method of Charles Sanders Peirce. The main focus of this study is to understand the meaning of political branding through the specific aspects determined in the research. The novelty of this study lies in its in-depth analysis of these elements, which have not been extensively studied in the context of political advertising in Indonesia. The literature review that underpins this research includes theories of marketing communication, political branding, and semiotics, particularly the model of Charles Sanders Peirce. This research employs a qualitative approach using Peirce's semiotic method, which involves nine types of signs (qualisign, sinsign, legisign, icon, index, symbol, rheme, dicentsign, and argument). The units of analysis include elements of verbal and nonverbal communication, shooting techniques, and the use of color in the advertisement. The results of the study show that the 2023 PAN advertisement effectively utilizes elements of verbal and nonverbal communication, shooting techniques, and color to build a strong party identity. The color blue is used as a symbol of trust and integrity, while the shooting techniques and verbal communication employed reinforce the party's positive image in the public's eyes. The conclusion of this research emphasizes that these elements significantly strengthen PAN's political branding, which is expected to enhance public awareness and support for the party. In conclusion, the 2023 PAN advertisement effectively leverages semiotic elements to build and reinforce the party's political branding, which is anticipated to increase public awareness and support for the party. Penelitian ini bertujuan untuk menganalisis makna political branding dalam iklan Partai Amanat Nasional (PAN) tahun 2023 dengan menggunakan metode semiotika Charles Sanders Peirce. Fokus utama penelitian ini mengetahui makna political branding melalui aspek yang ditentukan dalam penelitian. Kebaruan dari penelitian ini terletak pada analisis mendalam terhadap elemen-elemen tersebut yang sebelumnya belum banyak diteliti dalam konteks iklan politik di Indonesia. Kajian pustaka yang mendasari penelitian ini meliputi teori komunikasi pemasaran, branding politik, dan semiotika, khususnya model Charles Sanders Peirce. Penelitian ini menggunakan pendekatan kualitatif dengan metode semiotika Peirce 9 tipe-tipe tanda (qualisign, sinsign, legisign, icon, index, symbol, rheme, dicentsign & argument). Unit analisis meliputi elemen komunikasi verbal dan nonverbal, teknik pengambilan gambar, serta penggunaan warna dalam iklan. Hasil penelitian menunjukkan bahwa iklan PAN tahun 2023 memanfaatkan elemen verbal dan nonverbal, teknik pengambilan gambar, dan warna dengan efektif untuk membangun identitas partai yang kuat. Warna biru digunakan sebagai simbol kepercayaan dan integritas, sementara teknik pengambilan gambar dan komunikasi verbal yang digunakan memperkuat citra positif partai di mata publik. Kesimpulan penelitian ini menegaskan bahwa elemen-elemen tersebut secara signifikan memperkuat political branding PAN, yang diharapkan dapat meningkatkan kesadaran dan dukungan publik terhadap partai tersebut. Kesimpulannya, iklan Partai PAN tahun 2023 secara efektif memanfaatkan elemen-elemen semiotika untuk membangun dan memperkuat political branding partai, yang diharapkan dapat meningkatkan kesadaran dan dukungan publik terhadap partai tersebut.

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