Islamic Brand Sahaja in Commercial TV Advertising Messages: Toward the Islamisation of the product

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Published: Nov 12, 2022
DOI: https://doi.org/10.15575/jw.v7i1.15708
Keywords:
Advertising, Islamic brand, TV Commercial

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Agus Hermanto
Universitas Muhammadiyah Jakarta
Sa’diyah El Adawiyah
Universitas Muhammadiyah Jakarta
Tria Patrianti
Universitas Muhammadiyah Jakarta

Abstract

Commercial TV advertising can translate everything from the advertiser's goals through communicative, educative, and entertaining messages. As in the commercial TV advertisement message, Sahaja socialises the Islamic brand, which aims to be able to dialogue with the target market of Indonesian Muslims. This study aimed to determine the visual and narrative form of the Islamic brand of Sahaja's commercial TV advertising message. This study uses a qualitative approach with narrative analysis, how do communicators tell stories. The data collection techniques are observing Sahaja's advertising materials and literature study, analysing each ad frame and duration individually, and selecting and grouping according to the research focus for data presentation. In conclusion, Sahaja's commercial TV commercial carries #NawaituSahaja as its creative foundation. It shows a visual story of a happy family living their life and worship with white domination. Five essential keys visible reflections of Islamic brands narrate the form of a brand that identifies with Islamic characteristics. This research is expected to help provide input or reference for further research and considerations in building an Islamic brand.

Article Details

How to Cite
Hermanto, A., El Adawiyah, S., & Patrianti, T. (2022). Islamic Brand Sahaja in Commercial TV Advertising Messages: Toward the Islamisation of the product. Wawasan: Jurnal Ilmiah Agama Dan Sosial Budaya, 7(1), 1–12. https://doi.org/10.15575/jw.v7i1.15708
Issue
Vol. 7 No. 1 (2022)
Section
Articles

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Author Biography

Agus Hermanto, Universitas Muhammadiyah Jakarta

Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik

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