1.

Coding Sheet Iklan Politik o Pemilu Legislatif o Pemilu Presiden/wakil presiden o 1999 o 2004 o 2009 o KR o Kompas o Republika Jumat, 22 Mei 2009 Nama partai politik : o Depan o Belakang o Hal 28 hal hal 1 hal . Kolom x cm STRUKTUR NASKAH Bangkit Indonesiaku Hari Kebangkitan Nasional 20 Mei 2009 SBY Terus Mendorong Prestasi Bangsa Terus Berjuang untuk Rakyat Lanjutkan !

Pemilu Tahun Pemilu Nama koran Hari/tanggal/bulan/tahun Iklan partai politik Letak halaman Ukuran iklan

I
Headline iklan Sub headline Body copy Tagline Slogan Closing

II

IDE NASKAH Kandidat Presiden SBY memanfaatkan momentum Hari Kebangkitan Nasional untuk memilihnya
DAYA TARIK IKLAN

III
Rasional appeals
o Opportunity for more leisure

Selected Advertising Appeals

Emotional appeals o Ambition Avoidance o Simplicity o Curiosity o Entertainment
o Pride of personal appearance

Self Actualization

o Efficiency in operation o Use of laborious task

o Pleasure of reaction o Sport activity o o o o Play activity Physical activity Style/beuty Taste

Esteem

Social

Safety Psychological

o o o o o o o o o o o o o

Dependability in quality Dependability in use Enhancement of earnings Variety of selection Cleanliness Economy in purchase

o Pride of possession

Durability Protection of others Safety Rest or sleep

o o o o o o o o o

Cooperation Devotion to others Guilt Humor Home comfort Fear Health Appetite

o o o o

Romance Sexual attraction Social achievement Social approval

o Sympathy for others

o Security o o o Personal comfort

III
o Story Line o Comparisons o Vignettes and Situations o Customer Interview o Split and Bookend Spot Combination o Testimonial o Humor o Animation o Serials
o Still Photographs and Artwork

FORMAT NASKAH
o Oldies Footage o Spokesperson o Demonstration o Close-ups o Infomercials o Stop Motion o Rotoscope o Problem Solution o Mood Imagery o Slice-of-Life o Verse format o News format o Educational format o Advertorial format o Demonstration format

IV
o Rational o Exaggerated o Cliches and superlatives o o o Emotional Beleivability Word count

GAYA NASKAH
o Serious o Simlpicity o Message adaptation o Humorous o Readability o Realistic o Connotation

V
Decoration, ornament, and abstract design Odd and grotesque figures
Continuity strip dramatization of a sequence

TEKNIK PENYAJIAN ILUSTRASI/VISUALISASI IKLAN

Product in Use Dramatization of a headline Phantom, or ghost diagrams Trade Character Comparison Dramatization of a single situation Symbolism Product in setting Contrast Dramatization evidence Product alone of Chart and diagrams Dramatization of a detail Cartoon

Result of the products use

VI Struktur Makro Super Struktur/skema Struktur Mikro

Tema/wacana Headline Bodycopy Closing Semantik Sintaksis Stalistik Retoris

STRUKTUR WACANA IKLAN

VII VIII

KONTEKS SOSIAL IKLAN KOGNISI SOSIAL

IX
2. Coding Sheet Iklan Politik

ANALISIS MULTIMODAL

Pemilu Tahun Pemilu Nama koran Hari/tanggal/bulan/tahun Iklan partai politik Letak halaman Ukuran iklan

I
Headline iklan Sub headline Body copy

o Pemilu Legislatif o Pemilu Presiden/wakil presiden o 1999 o 2004 o 2009 o KR o Kompas o Republika Rabu, 27 Mei 2009 Nama partai politik : o Depan o Belakang o Hal 3 hal hal 1 hal . Kolom x cm STRUKTUR NASKAH SBY Presiden 2009-2014 Pemimpin Keluarga Sahabat Keluarga SBY adalah sosok pemimpin bangsa yang sekaligus menjadi sahabat bagi keluarganya sendiri. Suami yang bertanggungjawab sekaligus ayah yang mengayomi. Hangat dan mesra, serta menghadirkan harmoni dan kebahagiaan bagi keluarganya. Teladan bagi putra-putrinya untuk terus mengukir prestasi yang membanggakan dan bermanfaat bagi masyarakat. Terus Berjuang untuk Rakyat Lanjutkan ! Bagi masyarakat yang ingin terus berjuang untuk rakyat bersama SBY dapat mengirimkan sumbangannya ke No. Rek : a.n. DANA KAMPANYE SBYBOEDIONO GABUNGAN PARPOL : BANK MANDIRI 1250099919490, BRI 020601003101306, BNI 0169813196 *sesuai UU Pemilu, untuk perorangan maksimal Rp 1.000.000,00 untuk perusahaan maksimal Rp 5.000.000,00.

Tagline Slogan Closing

II

IDE NASKAH Kandidat Presiden SBY memanfaatkan momentum harmoni keluarga untuk menarik perhatian masyarakat
DAYA TARIK IKLAN

III
Rasional appeals
o Opportunity for more leisure

Selected Advertising Appeals

Emotional appeals o Ambition Avoidance o Simplicity o Curiosity o Entertainment
o Pride of personal appearance

Self Actualization

o Efficiency in operation o Use of laborious task

o Pleasure of reaction o Sport activity o o o o Play activity Physical activity Style/beuty Taste

Esteem

o Dependability in quality o Dependability in use o Enhancement of earnings

o Pride of possession

Social

Safety Psychological

o o o o o o o o o o

Variety of selection Cleanliness Economy in purchase

Durability Protection of others Safety Rest or sleep

o o o o o o o o o

Cooperation Devotion to others Guilt Humor Home comfort Fear Health Appetite

o o o o

Romance Sexual attraction Social achievement Social approval

o Sympathy for others

o Security o o o Personal comfort

III
o Story Line o Comparisons o Vignettes and Situations o Customer Interview o Split and Bookend Spot Combination o Testimonial o Humor o Animation o Serials
o Still Photographs and Artwork

FORMAT NASKAH
o Oldies Footage o Spokesperson o Demonstration o Close-ups o Infomercials o Stop Motion o Rotoscope o Problem Solution o Mood Imagery o Slice-of-Life o Verse format o News format o Educational format o Advertorial format o Demonstration format

IV
o Rational o Exaggerated o Cliches and superlatives o o o Emotional Beleivability Word count

GAYA NASKAH
o Serious o Simlpicity o Message adaptation o Humorous o Readability o Realistic o Connotation

V
Decoration, ornament, and abstract design Odd and grotesque figures
Continuity strip dramatization of a sequence

TEKNIK PENYAJIAN ILUSTRASI/VISUALISASI IKLAN

Product in Use Dramatization of a headline Phantom, or ghost diagrams Trade Character Comparison Dramatization of a single situation Symbolism Product in setting Contrast Dramatization evidence Product alone of Chart and diagrams Dramatization of a detail Cartoon

Result of the products use

VI Struktur Makro Super Struktur/skema

Tema/wacana Headline

STRUKTUR WACANA IKLAN

Struktur Mikro

Bodycopy Closing Semantik Sintaksis Stalistik Retoris KONTEKS SOSIAL IKLAN KOGNISI SOSIAL

VII VIII IX

ANALISIS MULTIMODAL