Abstract
This descriptive study discusses the political campaign discourse from a pragmatic angle. The aspects that were examined include speech acts, implicatures, speech meaning, and an effective political campaign discourse form for the community. Data were in the form of billboards and banners of political campaign election of Central Java Governor and Deputy Governor period 2013-2018. There are three main findings of this study. First, speech acts used are speech acts directly and indirectly. Second, most of the speech does not meet the maxim of quality, quantity, relevance, and implementation. Only partial utterances who have fulfilled the maxim of relevance. Third, the purpose of speech is ordered or choose and insinuate or criticize.
Highlights
Data were in the form of billboards and banners of political campaign election of Central Java Governor and Deputy Governor period 2013-2018
Most of the speech does not meet the maxim of quality, quantity, relevance, and implementation
Partial utterances who have fulfilled the maxim of relevance
Summary
Mahkamah Konstitusi yang berbasis pada perolehan suara telah membuat para calon kepala daerah mengubah strategi. Salah satu cara memperkenalkan figur tersebut melalui berbagai atribut kampanye yang dianggap simbol representasi calon kepala daerah. Meskipun tidak memberikan pengaruh signifikan, baliho atau spanduk digunakan para calon kepala daerah untuk mencitrakan dirinya dengan menggunakan kata-kata atau gambar yang menarik (Sianturi, 2011: 3). 2013- 2018 ini, pembaca sangat terbantu dengan adanya ilustrasi gambar dengan berbagai karakter, ukuran, dan penguatan kata-kata. Kedudukan gambar cukup penting dalam menarik perhatian khalayak karena lebih mudah diingat daripada kata-kata yang mempunyai banyak maksud yang bisa digali di dalamnya. Salah satu kekhasan gambar adalah sebagai alat ungkap pesan secara visual menawarkan kesempatan luas untuk didayagunakan sebagai alat memperjelas pesan, mudah dimengerti, menarik perhatian dalam rangka mengajak sesuatu maksud atau gagasan kepada khalayak. Aspek desain komunikasi visual dalam rangkaian wacana kampanye politik pemilihan Calon Gubernur dan. Wakil Gubernur Jawa Tengah periode 2013- 2018 merupakan upaya persuasif bersifat mengajak, menginformasikan, menegaskan, dan menyuruh atau memerintah, sedangkan tujuannya untuk mempengaruhi pembaca, merangsang perhatian, menimbulkan tindakan, merangsang tindakan, supaya memilih sesuai dengan kehendak pembaca
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