More and more citizens are involved the better, as it shows citizens following and understanding the political problems. The political participation of the people is one of the indicators of democracy in every country. The society see the representation of the marginal group in the media as the true reality, as Hall states that every sign represents a concept that effects the whole meaning system of a culture (society) (Hall 1997:18). Surely it brings consequence, when the society communicates with or about the marginal group, verbally or visually, they tend to use stereotype. Those political advertising actually strengthen the stereotype of the marginal groups in society that makes their position is even more marginalized. Even though some political advertisements do not show objectification of the marginal groups, the objectified ones are still dominant. It proves that the marginal groups are still objectified in national print media political advertising of presidential election 2014. This research uses semiotics to analyze political advertising in national print media during campaign period, 5 June – 5 July 2014.

Political advertising show the marginal groups through variety of texts, both verbally and visually, through which the candidates’ political narcissism can be obtained.

Unfortunately, the efforts to attract voters through these advertising mostly use signs that full of objectification of the marginal groups. The aim of these political advertising, especially in print media, is not only to attract the attention of the voters, but also to gain trust from them. In the campaign period, before the election is held on 9 July 2014, the media is filled with many political advertising from both candidates. 2014 is the year for Indonesia to once again choose the leader of the nation through direct election. In general election, political advertising is a common way for all candidates to attract voters.

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