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Political Advertising Strategies

The document defines political advertising and discusses types of political ads. It begins by defining political advertising as paid placement of organizational messages in media to transmit political messages to mass audiences. There are three types of political ads: advocacy ads, comparative ads, and negative ads. For political ads to be successful, they must have dramatic impact, draw on familiar themes, focus on people rather than policies, and be simple with an easily understood message. The document provides references and proposes discussion topics on how political ads transfer value and power relations to audiences.

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Yeby Mayrudin
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176 views7 pages

Political Advertising Strategies

The document defines political advertising and discusses types of political ads. It begins by defining political advertising as paid placement of organizational messages in media to transmit political messages to mass audiences. There are three types of political ads: advocacy ads, comparative ads, and negative ads. For political ads to be successful, they must have dramatic impact, draw on familiar themes, focus on people rather than policies, and be simple with an easily understood message. The document provides references and proposes discussion topics on how political ads transfer value and power relations to audiences.

Uploaded by

Yeby Mayrudin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

(Party) Political Communication:

Advertising

Oleh:
Yeby Ma’asan Mayrudin, S.Sos., M.A.

Serang, Banten
06 April 2020
Definitions

Bolland (1989, in McNair, 2003) defines advertising as the ‘paid placement of


organisational messages in the media’

Political advertising therefore, in the strict sense, refers to the purchase and
use of advertising space, paid for at commercial rates, in order to transmit
political messages to a mass audience. The media used for this purpose may
include cinema, billboards, the press, radio, and television.

(Brian McNair, 2003)


Definitions

As with all advertising, a political advertisement is a purposely


placed piece of communication, using a range of media,
designed to garner positive feelings towards the sponsor.

(Darren G. Lilleker, 2006)


Three Types of Advertising

Lilleker (2006) menyebut ada tiga tipe iklan yang digunakan oleh para
kandidat politik:

Advocacy Comparative

Negative
Arthur Sanders (2004) dalam Lilleker, 2006 berpendapat bahwa kesuksesan dan
keberhasilan iklan politik harus mengacu pada empat fitur, yaitu mereka harus:

Have dramatic Draw on familiar


impact, to themes, stories
ensure interest and genres to
and aid recall appear relevant

Focus on
Be simple, so
people, often
carrying one
real people and
easily
not politicians
understood
or actors, rather
message
than policy
(Darren G. Lilleker, 2006)
Daftar Bacaan

Brian McNair (2003) An Introduction to Political Communication. Routledge Press.

Darren G. Lilleker (2006) Key Concepts in Political Communication. SAGE Publication


Bahan Diskusi

1. Bagaimana iklan politik mampu menyajikan “transfer value” dan relasi kuasa kepada
komunikan/khalayak?

2. Cari contoh kasus atas fenomena yang terkini-terdahulu!

3. Buatlah iklan politik yang memiliki transfer value dan relasi kuasa.

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