EDUCATION AND SCIENCE

ABSTRACT

Rodi Hartono, 2005. Persuasive Discourse of Political Advertisements on Television. Thesis, Graduate Program of Padang State University.

Persuasive discourse is usually to get the audience both to believe and to act upon that belief, persuasive discourse stresses key concepts, urges or acceptance, and promotes memory through the repetition of words, names, numbers, sounds, and sentence and paragraph structures. In some persuasive situations, relatively formal diction is required and expected.

The aims of the research were (1) to explain the persuasive discourses; (2) to identify the characteristic roles of the political advertisements, and (3) to identify the techniques of the political advertisements on television. This research used the content analysis method. The data were taken in March 16^th, 2003 until April 2^nd, 2004 from the political advertisement on four television broadcasts SCTV, RCTI, METRO TV, and Indosiar. The researcher used TV Tuner card in the computer to record the data in Audio and Visual, because the visual also can determine the context of audio of the advertisements. The political advertisements were recorded in Audio-video format (AVI), and then it was transferred into a Compact Disc (CD).

The results of the research showed that, (1) all political advertisements on the television use persuasive discourse, (2) all parties use the background role in the advertisements, (3) Only one party use the name calling techniques, all the party use glittering generalities, transfer, and testimonial techniques, six parties use plain folks, four parties use euphemism, and eight parties use bandwagon. The political advertisements use the persuasive discourse to convince the target audiences to vote the party. The political parties also introduce the party number and logo to remind the target audiences..