THE LANGUAGE PERINDICO PARTYS ADVERTISING HEGEMONY
Kata Kunci:
Hegemony, Political Advertaisement,Political CommunicationAbstrak
There is a phenomenon of political advertising that occurs in the community lately as a means to promote his party. Therefore this study explains the relationship between hegemony and language that occurs in Perindos Party advertisements. This study uses the theory of Antonio Gramsci using qualitative research methods. The aim of the researchers in conducting this research is to show how the relationship between hegemony and language is given in the Perindos Party advertisement to the public. The results of this study indicate that television broadcast advertisements become communication media that effectively spread ideology, influence the general public to understand social roles and articulate them in daily life activities. Advertisement. Images and language that are shown in advertisements shown on television are related to norms and values in society by instilling perceptions of advertising languages that are in accordance with the reality of society.
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