REPRESENTATION OF THE FACE OF THE CITY OF SERANG IN THE PRINT ADVERTISING OF 2018 MAYOR’S MEMORIES

Sari

Print ads are currently getting shifted by technological developments, its role is still able to become one of the alternative media promo for prospective candidates of Mayor and Vice Mayor in Serang City for the period 2018-2023. This is seen so many posters, banners and even billboards in almost every corner of Serang City which is used by prospective couples. The existence of conventional media becomes an interesting phenomenon to be studied and semiotics study on print advertising media. This research uses qualitative research methods that are descriptive interpretive. By using the theory of representation from Stuart Hall, this study wanted to see how the prospective candidates represent the face of Serang City through print advertising media displayed by prospective couples. Based on the results of semiotic analysis of the face of Serang City 2018 print ads would prospective Serang Mayor 2018, looks every balloon has a characteristic of the design that he made to invite people choose himself. Creative packaging through the poster design of the balloons is seen not only on the tagline, but the clothes worn and not far from the norms that have been agreed by the people of Serang city that is religious, friendly and full of local wisdom.

Keyword: Print Ads, Visual Communication, Representation, Serang City