THE PRAGMATIC FORCE OF POLITICAL CAMPAIGN

This article discusses the pragmatic force of political campaign of mayor-to be in Kendari. It is urgent to be conducted to reveal some political messages displayed in outdoor media. The data are obtained from the political campaign displayed on billboards and banners throughout Kendari city. By using qualitative descriptive research, it is found that the political campaign of mayor to be in Kendari uses several codes and prefers using direct speech act, direct literal speech act, and indirect literal speech act. Besides, the political campaign of the mayor-to be has some pragmatic forces, namely satire, intimacy, low profile, and disclosure of achievement.