摘要：Effective adverstisement must contain ideal message that will attract, arouse curiosity, and stimulatethe action in accordance with the purpose of the advertiser. The problem identification of this study is how thepolitical message in the TVC construction towards the 2014 election. This study aims to know how the messageconstruction of Hanura, PAN, and Gerindra on TVC ads by the 2014 election and to know the similaritiesmessage of Hanura, PAN, and Gerindra ads as the largest ad spender in the TVC. The methodology used isqualitative analysis by Stuart Hall’s reception constructive theory. The results of this study point out that theconstruction of political message through the TVC from January to March 2014 was in the opposition position.The recipient constructed ideas contrary to the purpose of the advertisers. Thus, marketing communicationsconducted by the team of political parties in this study did not conform to expectations. While, those threepolitical parties analyzed were carrying the same message that they sided with the poor people and promised togive hope to live well. Conclusions obtained from the results of the research are the construction of the messagecontains the element of appeals and emotionals instead of the element of arguments and convictions. Then thesimilirarity of the TVC message is the parties give a promise of hope and well living to the people yet no oneconveys the answers to the concerns of the people existed since the reform era, that is about disintegration andunity in the community
关键词：message construction; political ads; television; party
