THE RELATIONSHIP BETWEEN LANGUAGE AND VALUES ON MEDIA CAMPAIGN: A STUDY OF JOE BIDEN, BARACK OBAMA AND DONALD TRUMP ON ADVERTISING DISCOURSE IN THE USA PRESIDENTIAL ELECTION

Abstract

The objectives of this study Thematic paper are as follows: 1) to analyzed
the information structure of the discourse of the leaders of Barack Obama, Donald
Trump and Joe Biden in the US presidential election. 2) to analyzed the language
tactics are used in the media campaign about the discourse of leaders in Barack

Obama, Donald Trump and Joe Biden in the US presidential election. and 3) to
analyzed correlation between are the structure and linguistic tactics and media
values of the campaign media about the discourse of the leaders of Barack Obama,
Donald Trump and Joe Biden in the US presidential election. In which is a qualitative
research, used a documented study to conduct of the content research studies, by
using are on descriptive analysis and synthesis of key issues to present.
The results of Thematic paper are showed that the language tactics used in
the political campaign discourse of the leaders of Barack Obama, Donald Trump and
Joe Biden in the US presidential election are divided into two main strategies such as:
(1) The Semantic Tactics, It are consists of the use of verbs to express the state of
the political campaign media discourse of the leader. 2) The use of verbs to add
weight are to such verbs, in which is divided into words to add weight to show the
level and weight gain and the use of disclaimers in a manner that does not convey
the implications of changing lives and well-being in accordance with the attitudes of
leaders' political campaign media discourse; Use images with sub-strategies, namely
metaphor, hyperbole and commentary claims are use of rhetorical questions and the
use of premise as a tool to impart desirable and undesirable characteristics. as well
as the characteristics are of political advertising campaign media discourses by
leading role models.

In the relation are to the discourse values of the leaders of Barack Obama,
Donald Trump and Joe Biden in the US presidential election. That are found in this
this thematic paper such as; The Leader's political campaign media are discourse,
It shows are that consumers, readers, viewers and citizens can live and change lives
and well-being, only if they have the characteristics that choose and accept the
leader's are political Ads. campaign media discourse. Flawless or perfect are being
perfect, having good physical, mental and social health or has a life-changing style
and a better well-being according to that culture. It are also stipulates that
consumers, readers, viewers and citizens can have a better life and well-being, only
when using and choosing are to behave and follow the discourse of the leader,
to enhance the quality of life and the body according to the values of that leader,
It are also worth noting that those life-changing characteristics and well-being. There
are both before and never appearing in accordance with the values in society before,
and language strategies. It are played a role in conveying the discourse of the leaders
of Barack Obama, Donald Trump and Joe Biden in the US presidential election. It are
also encourages consumers, readers, viewers and citizens to believe in changing lives
and the well-being of the leaders' political campaign discourse.