Allusion
ISSN 2301-5829
Vol. 1 / No. 1 / Published : 2012-02
Order : 9, and page :71 - 87
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Original Article :
Inclusivity and liberal democracy: ideological construction in obama’s campaign advertisement for 2008 presidential election
Author :
- Rimba Ayu Sekar Arum*1
- Mahasiswa Fakultas Ilmu Budaya
Abstract :
Advertisement has been known for its multi-purposes including political campaign. This thesis is an attempt to analyze Obama’s commercial campaign advertisement entitled “American Stories, American Solutions” which was broadcasted on television and made Obama won the presidential election. The main objective of the study is to find the ideology constructed behind Obama’s campaign advertisement. In so doing, the writer applied Barthean semiotics approach that breaks the analysis into three steps of signification: denotative meaning, connotative meaning, and the myth or ideology. The data or the advertisement was divided into two major things: first, the stories of American and Obama’s appearance as the figure. The data were then analyzed through semiotics’ steps: linguistic messages, visual meaning and complex meaning. While for the data on Obama’s appearance, the analysis for visual meaning was going deeper, that is, exploring the color and setting as well as shots and paces. Finally the writer discussed the correlation between Obama’s aim and the stories of Americans. The study revealed two points of myths/ideologies: first, Obama is suitable to be president of United States as he possesses characteristic and determination in solving problems with his inclusivity. Second, the campaign conveys Obama’s vision of liberal democracy, which is a freedom to determine American’s condition.
Keyword :
Advertisement, Semiotics, Ideology, Liberal Democracy,
References :
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 Volume : 1 / No. : 1 / Pub. : 2012-02 |
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