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Abstrak :
This research aim to determine the commodity of fetishism in political advertisement which used by the mayor candidates of Bengkulu city who entered into the second round in the regional election in bengkulu, 2012. Using a qualitative approach, the data were collected through observation and deep interviews. In addition, a political advertisement w9s also considerably important as a data, it was taken from printed and electronic media at both local and online media. The informants in this research were the voters in the city of Bengkulu who have used their right of vote to choose one of the candidates for mayor of Bengkulu city. Moreover, the key informants also played important role in this research, they were not only the professionals and political figures but also some of media crews who followed and involved as long as the election process took place. The result showed that the commodity of fetishism in the political advertisement of the mayor candidates who entered into the second round are so prominent and less of creativity. Instead of using some political communication media to increase their image, just some of the candidates who used the advertisement as an advertising media. Furthermore, among four of political communication media, such as organizational, interpersonal, mass media and group of interest, almost all candidates who advertised themselves in the official released of KPU did not use all of the political communication media, as a result there are no significant and dramatic advertisement made by the candidates.

Abstrak :
ABSTRAK
Penelitian ini dilatarbelakangi maraknya penggunaan iklan oleh partai politik selama kampaye pemilu sehingga menimbulkan ketertarikan untuk meneliti bagaimana pengaruh kredibilitas iklan partai politik di kalangan pemilih pemula. Dengan berlandaskan pada teori elaboration likelihood model (ELM), penelitian ini mengidentifikasi empat indikator yang digunakan untuk mengevaluasi kredibilitas iklan partai politik: kualitas argumen, kredibilitas sumber, konsistensi pesan, dan keberpihakan pesan, serta perbedaan tingkat penerimaan dan kemampuan menerima pesan. Penelitian dilakukan menggunakan pendekatan kuantitatif dengan metode survei terhadap 217 responden yang berasal dari kalangan mahasiswa tingkat pertama untuk menguji model penelitian. Konsisten dengan hasil penelitian sebelumnya, ditemukan bahwa kualitas argumen sebagai jalur sentral menjadi faktor yang mempengaruhi kredibilitas iklan partai politik. Responden menggunakan jalur periferal seperti kredibilitas sumber, konsistensi pesan, dan keberpihakan pesan.

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ABSTRACT
This research based on the use of political advertisement during election campaign. Drawing on the elaboration likelihood model (ELM), this study examines four information cues used to evaluate the credibility of online reviews: argument quality, source credibility, review consistency, and review sidedness, under different levels of involvement and expertise. We conducted on the online survey that involved elementary election. Consistent with previous research, the result reveal that argument quality, a central cue, was the primary factor affecting review credibility, participants also relied on peripheral cues such as source credibility, review consistency, and review sidedness when evaluating political advertisement

Abstrak :
Tesis ini membahas mengenai bagaimana iklan calon presiden dapat mempengaruhi proses pembentukan brand attitude dan intention to vote pada calon presiden menggunakan cognitive respond model. Penelitian ini mengangkat mengenai efektivitas dari iklan politik yang saat ini mulai gencar dilakukan oleh partai ataupun tokoh politik sebagai bagian dari media kampanye mereka. Berdasarkan 151 sampel responden, peneliti menemukan bahwa pada iklan Rizal Mallarangeng, pesan dan sumber informasi pada iklan tidak efektif dalam mempengaruhi pembentukan brand attitude. Sementara pada iklan Prabowo Subianto ditemukan bahwa pesan tidak berpengaruh dan hanya source yang berpengaruh terhadap pembentukan brand attitude. Faktor familiarity responden terhadap tokoh berpengaruh secara signifikan sehingga ditemukan perbedaan hubungan antar variabel pada kedua objek penelitian.

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This thesis studied on how president candidate advertisement can affects the audience brand attitude and intention to vote toward the candidates, using the cognitive respond model. This research is brought up by questioning the political advertisement effectiveness, that has been used extensively by political parties or figures as a part of their main campaign media. Based on 151 respondents, researcher has found that on Rizal Mallaranggeng advertisement, the message and source of the advertisement are not effectively affecting the process. Meanwhile, the source factors on Prabowo Subianto advertisement has been found effectively affecting the brand attitude, even though the message is not. Familiarity to the figures has been found to be factors that difference the relationship model between the two research object.