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The Characteristic of Rhetoric Discourse in Pilkada Political Advertisement Advances in Social Science, Education and Humanities Research (ASSEHR), volume 247 International Conference on Science and Education and Technology 2018 (ISET 2018) The Characteristic of Rhetoric Discourse in Pilkada Political Advertisement 1 2 3 4 Fahrudin Eko Hardiyanto , Fathur Rokhman , Ida Zulaeha , Haribakti Mardikantoro 1Universitas Pekalongan, Pekalongan, Indonesia 2,3,4Universitas Negeri Semarang, Indonesia 1Corresponding email: [email protected] Abstract Political advertisements have been inseparable from The Regional Head Election 2015 in Central Java. There were many political advertisements presented by the candidates of regional head in diverse, likewise the varied in chracteristics. The objectives of this research is to analyze the characteristic of rethoric discourse Pilkada. The discussed problem is what the characteristics of rethoric discourse in Pilkada political advertisement 2015. Techniques used in this research were observation and note scrutinize. It was on a piece of advertisement discourse which be expected as the statements of rethoric discourse Pilkada political advertisement values. Based on the results of Pilkada political advertisement programmatic analysis, it can be found that the characteristics of Pilkada political advertisement discourse based on the rhetorical study are formed as ethos, pathos, and logos. Within the ethos aspect, the chatacteristics of pilkada advertisement formed education technique to the public, good personality from the candidate, and the credibility of public to the leader candidate. In the pathos aspect, there are the characteristics of emphaty, symphaty, the change booster, the emotional instigator while on the logos aspect, it is manifested in logic discourse persuasion, and there is the use of parable and proverb. Key words: characteristic, rhetoric, discourse, pilkada advertisement 1. Introduction discourse. Since political advertising is an effective vehicle for candidates to build The democracy of The Regional Head communication and education for the wider Election (Pilkada) on 2015 has been held community, campaign contents contained on simultaneously in most parts of Indonesia, banners or billboards must not violate the including in Central Java Province. There are 21 principles of legal, social, religious, and beauty district and city. Each prospective regional norms. The rhetoric on Pilkada political leader takes advantage of campaign or balloting advertisements not only prioritizes the message activities to attract public sympathy to support to the audience, but also attention to the him through public service advertising such as supporting aspects that can make the political banner or billboards campaigns. Prospective advertisement can be received well by the regional leaders also socialize the vision, audience and get a positive response both based mission, and programs to the public. The role on the content of advertising and delivery and the whereabouts of political advertisements techniques. Both of these are characteristics of a in this case determine the public support for the good political advertisement. Aristotle (in candidates for regional head. Luhakay, 2007: 56) suggests that in an Political advertising by Firmanzah advertisement there is a rhetorical approach (2007) has a decisive role in this process. One applied through three aspects of rhetoric namely function of political advertising is to provide ethos, pathos, and logos. political education to the public audiences. Therefore, any political party or candidate pair 2. Methods of regional leaders in the elections (Pilkada) always presents an interesting thing as a This study examines the characteristics campaign strategy. of Pilkada political advertisement 2015 in Regent/ mayor candidates in their Central Java. This research data formed a piece political advertisements seek to persuade the of political election which allegedly contained public by showing good credibility and good advertisement character with rhetorical approach competence to be eligible. For that purpose, they and the content which is contained in baliho or use a fascinating rhetorical approach which banner of regent or mayor candidates in 21 contains beauty and dignified values. regencies and cities in Central Java. Methods Rhetoric becomes important to be and techniques of data collection in this study studied, especially in the political election was a scrutinized method with free gathering Copyright © 2018, the Authors. Published by Atlantis Press. 164 This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research (ASSEHR), volume 247 involving capable technique, recording short for a combination of letters or syllables or techniques, and note techniques. Three stages of other parts as a reasonable word. analysis used in this research were data Here is the political campaign discourse reduction, data presentation, and picture of elections Central Java 2015 in the form of conclusion and verification. acronyms. SEMAR (SEmangat Mendukung Presentation of data is an assembly of Arifin-Romi); DADI (Dukung Agung-afifuDIn); information in a well-organized manner so that KARISMATIK (KAng RISwadi bersaMA it is able to generate a picture of conclusions and nurbalisTIK); ASRI (Asip-aRIni); WALI (WidyA- actions through the analysis of text and context. HiLmI); MANIS BERSYUKUR (MirnA NISa Text analysis is a process of analyzing text data, BERsama masYKUR); HEBAT (Hendi Bersama the object of the study is the structure of the text rakyAT); SIBAGUS (SIgit BersamA aGUS); about the vocabulary, sentence, proposition, and MUKTI (Munjirin-ngesTI); JATI (JATmIko- paragraphs to explain and interpret a text. MASud); NASIR JOS (NAtSIR-Joko Susanto); PASTI HARUM (PASangan sehaTI HARwanto- 3. Results and Discussion Masykuri); SUKUN (SUmarto-KUNtum); ADA (Abu-DAsuri); NURANI (NURdin-ANIs); SUKO In the discourse on political (SUgiyanto-joKO); AMAN TO (Agus advertisement of Regional Head Election of fathurrahMAN-joko suprapTO); MAE (MAya- Central Java 2015, there are 3 characteristics of Eko); SUPER SUMEH (Sarip-Usup, PEduli political advertisement of Regional Head Rakyat. Sarip-Usup, seMoga bErkaH); HARJO Election which come from two things namely (HARdi-JOko); HATI MULYA (HArTIni- the form of political advertisement discourse of MULYAni); SI WINNER (Sigit-WINdarti Pilkada based on rhetorical approach and the beNER); dan HARUS (HARyanto-agUS). form of ad discourse based on its contents. b. Characteristic of Political Advertisement o a. Characteristic of Political Advertisement of Regional Head Election Central Java 2015 Regional Head Election Central Java 2015 Based On Rethoric Approach (Sense) Based on Lingual Form In the political advertisement character of Lingual form in political advertisement elections of Central Java 2015, 3 aspects of Pilkada Central Java 2015 which contains the study were found. They are ethos, pathos, and characteristics of Pilkada political advertisement logos aspects. is the discourse of advertising in the form of 1. Ethos phrases and sentences. The discourse of political Ethos aspects of political election discourse advertisement in the form of a phrase can be refers to an aspect which indicates that the categorized as follows. candidates of regent/ mayor have extensive 1. Nominal Phrase (Indonesian Language) knowledge, trusted personality, and has an One for Change, Amanah and Rahmatan Lil honorable status. The advertisement discourse Alamin; Leaders Who Serve and Protect; displayed by the candidate pairs can convince 2. Nominal Phrase (Javanese Language) and illustrate to the prospective voter audience Bolo Dewe, Sedhulur Dewe; Ngayomi lan that the candidate pair is a trustworthy person. Ngayemi; For example about his politeness in 3. Verb phrases communicating. By speaking, the three officials Continue Development of Boyolali Pro will easily launch their own ideology. The Investment; Coblos Atine; public can easily accept, support, and even 4. Adjective Phrase believe in the ideology represented in the Prosperous, Religious, Advancing; official's polite speech (Widyawari and I. Prosperous, Independent; One Heart with Zulaekha, 2016: 5) Us; Semanak-Nyedulur; Makmur Rakyate; The form of Pilkada political discourse In addition to the form of phrases and is based on the ethos aspect rhetoric approach, sentences, Pilkada political advertisement namely: One for Change, Amanah and Central Java 2015 also found in the form of Rahmatan Lil Alamin; With the People Building acronyms of self-nominated regional leaders Great Pemalang; Together Mbangun who describe the name and a positive self- Pekalongan, Faster and Benefit; Sithik Omonge, image. Acronyms contained in political Akeh Kerjone; Continue Development of advertisement Pilkada Central Java in 2015 is Boyolali Pro Investment; Leaders Who Serve and Protect; Bolo Dewe, Sedhulur Dewe; Brayan 165 Advances in Social Science, Education and Humanities Research (ASSEHR), volume 247 Urip; Prosperous, Religious, Advancing; Brayan Urip values teach about the treasures of Prosperous, Independent; Makmur Rakyate; goodness and the glory of life to build mutuality ADA for Blora Sejahtera; Sehat with Us; together. Semanak-Nyedulur; Guyub Rukun Mbangun (4) “GUYUB RUKUN MBANGUN KEBUMEN” Kebumen; Coblos Atine; Work Wholeheartedly. The value conveyed in the discourse of this Building Wonosobo Safe and Prosperous; advertisement is the spirit of creating a Ngayomi lan Ngayemi;
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