The Beginner Voters in The Thick of Attack on Political Advertising

A contest of general election, especially a Presidential election, becomes a phenomenon which is interesting to observe. The mixture of communication activities run by each couple of the candidates, which are in the form of opened campaign speech, political debate and also advertising on media, are the communication tools of the candidates so that their profile, vision-mission, and also programs can be delivered. Furthermore, the expectation is to affect the voters to vote that candidate. Related to the voters, the beginner voters becomes such a strategic target which is potential to work on. This research tries to obeserve the reception of the beginner voters toward the political advertising especially the advertisements of Jokowi � Ma�ruf and Prabowo � Sandi as the candidates for president and vice president in 2019. By using the method of reception analysis with qualitative approach, this research finds that the beginner voters have various reception related to messages of the candidates� political advertisings. The variety of this reception is caused by several factors. Collecting data is done by having deep interview toward chosen interviewee with various backgrounds.