Political advertising is political marketing that serves to gain voters' support. Political leaders use advertising as a means of creating their self-images that depict they are ideal figures to lead the nation, thus deserving of being elected in the election. In political advertising, language becomes a powerful medium to instill ideology as well as to obtain and maintain power. Various linguistic devices are used to gain sympathy; attracting one's attention; creating perceptions concerning existing problems; and controlling the mind, behavior, and values of the public. This article aims to (1) examine how candidates and parties represent themselves in the language of political advertising in the Indonesian elections, (2) examine the pattern of relationship between the candidates and the public that was formed in the language of political advertising in Indonesian elections, and (3) examine the language manipulation that is used for political purposes in the election advertising in Indonesia. In the analysis, the representations of legislative candidates of Partai Demokrat (Democrat Party in Indonesia) were studied. Based on the analysis, the candidates of Partai Demokrat, who will fight for the region, city, or regency--where they will represent their constituencies--focus on unemployment issues and are mostly popular figures. Overall, in their political advertising, the public is always represented as the one that will be fought for, defended, and fostered. Also, the public is always represented as the underdog, subordinate, or marginal entity. On the other hand, the political parties and candidates are always represented as a strong, dominant and advantageous entity.

Hiruk pikuk pemilu yang baru berlangsung membawa beberapa hal yang menarik. Salah satu hal yang layak untuk diteliti adalah iklan politik. Iklan politik merupakan sarana utama aktivitas politik dalam mendulang dukungan pemilih. Para tokoh politik berlomba-lomba menggunakan iklan sebagai media mencitrakan diri sebagai sosok pemimpin bangsa yang ideal sehingga laik untuk dipilih dalam pemilu. Di dalam iklan politik, bahasa menjadi media yang ampuh untuk menanamkan ideologi, mendapatkan, serta mempertahankan kekuasaan. Berbagai piranti kebahasaan dimanfaatkan untuk meraih simpati, menarik perhatian, membentuk persepsi, mengendalikan pikiran, perilaku, serta nilai yang dianut khalayak. Tulisan ini bertujuan untuk mengkaji bagaimana cara capres-cawapres dari partai Demokrat merepresentasikan dirinya dalam bahasa iklan politik pemilu di Indonesia. Selain itu, akan dikaji pula penggunaan manipulasi bahasa iklan demi meraih berbagai kepentingan politik. Dalam tulisan ini juga akan dibahas pola relasi antara capres-cawapres dan konstituen pemilih. Berdasarkan analisis, diperoleh hasil bahwa kandidat capres dan cawapres partai Demokrat direpresentasikan sebagai sosok yang bersih, selalu berjuang untuk rakyat, merupakan presiden pilihan, berkomitmen untuk membangun pemerintahan bersih, dan berkomitmen untuk membangun rakyat Indonesia.