Hubungan antara Iklan Politik dan Perilaku Memilih Masyarakat pada Pilkada Gubernur dan Wakil Gubernur Maluku Periode 2008-2013 di Kota Ambon

This study is aimed to find out the correlation between political advertisement on printed media and votingbehaviour of society in the election of Maluku's Governor and the vise for period 2008-2013 in Ambon.Conceptually, political advertisementis alike with is making process, in which every products that will be offered tothe public should be packaged or made up as attractive as possible in order to create positive image and emationaldemeanor for the candidate, to help the voters from indeterminant choice because of having tendency in choosingcertain contenstant, to influence public apinion about certain issues, and give effect on the evaluation and andinterpretation of voters toward the candidates and political events. The result of the present study shows that therehas been a positive correlation between political advertisement on prited media and voting behaviour of society inthe election of Maluku's Governor and the vise for period 2008-2013 in Ambon. However, this correlation is in lowcategory. Afreall, one of causes of the low correlation between political advertisement on printed media and votingbehavior of society is the strength of voters emational based on referent classification within society to determinetheir political choice