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Library's collection Library's IT development CancelPeople are surrounded by signs both verbal and visual signs. It is
important to learn about semiotics (a study of signs) in order to understand the
implied message of the advertisement, especially for understanding political
advertisement. In this research, the writer uses the semiotics theory of Roland
Barthes as the main theory. Since Barthes’ theory focuses on denotative and
connotative meaning so the writer uses these two meanings to interpret political
advertisements of the legislative candidates in the 2009 campaign. There are 22
campaign posters taken from Surabaya only. Furthermore, the writer analyzed the
slogan (verbal representation) through denotative and connotative meaning and
also analyzed the visual representation of each candidate. Besides, she used
descriptive qualitative approach to make interpretation of political advertisements.
In general, legislative candidates used their slogan to present their characters,
track records, objectives (purpose), commitments, and promises. The self-image
sent by legislative candidates offers the prosperity, welfare, safety, and better
future to the prospective voters. While verbal representation delivers personal
objectives, visual representation clearly sends the party’s objective. Also, through
visual representation, such as party logo, candidate’s picture, etc., the candidates
can express more to communicate to the prospective voters. Thus, through verbal
and visual representation, a perfect self-image of each candidate is sent
completely to the voters.