Development of a model for advertising professionalism from the Maqasid Al-Shari’ah perspective

Mokhtar, Aida and Kasirye, Faiswal and Md. Sawari, Mohd. Fuad and Awang Abd. Rahman @ Jusoh, Amilah and Haque, A. K. M. Ahasanul (2025) Development of a model for advertising professionalism from the Maqasid Al-Shari’ah perspective. Intellectual Discourse, 33 (3). pp. 1071-1100. ISSN 0128-4878 E-ISSN 2289-5639

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Abstract

The study proposes a new Islamic model for advertising agencies that embraces a normative perspective framed by Maqasid Al-Shari’ah. The phenomenological research design was adopted through semi-structured interviews carried out on 25 advertising industry practitioners and academicians well-versed in Maqasid Al-Shariah. The findings reveal that advertising agencies applied various Maqasid Al-Shari’ah principles in their codes of conduct, but they did not adhere to the same set of standards whilst academics recommended that Maqasid Al-Shari’iah elements be embedded in a standardised code of conduct and implemented in an ecosystem that ensures professionalism and sustainability. The study is significant as it examined both advertising agency and academic perspectives giving birth to the Model of the Implementation of the Advertising Codes of Conduct using Maqasid Al-Shari’ah that visualises how best to implement Maqasid Al-Shari’ah. ***** Kajian ini mencadangkan satu model Islamik baharu bagi agensi pengiklanan yang berteraskan perspektif normatif Maqasid Al-Shari‘ah.Reka bentuk kajian fenomenologi yang diguna melibatkan temu bual separa berstruktur dengan 25 pengamal industri pengiklanan dan ahli akademik bidang pengiklanan berpengetahuan luas tentang Maqasid Al-Shari‘ah. Dapatan kajian menunjukkan bahawa pengamal industri telah menggunakan pelbagai prinsip Maqasid Al-Shari‘ah dalam kod etika mereka, namun tanpa mengikut set piawaian yang seragam. Sementara itu, para ahli akademik mencadangkan agar elemen Maqasid Al-Shari‘ah diterapkan dalam satu kod etika seragam dan dilaksanakan dalam ekosistem yang menjamin profesionalisme serta kelestarian. Kajian ini signifikan kerana ia meneliti perspektif kedua-dua pihak, iaitu pengamal industri pengiklanan dan ahli akademik, sekali gus melahirkan cadangan suatu Model Pelaksanaan Kod Etika Pengiklanan berasaskan Maqasid Al-Shari‘ah yang menekankan amalan terbaik seragam untuk melaksanakan Maqasid Al-Shari‘ah bagi industri pengiklanan.

Item Type:	Article (Journal)
Additional Information:	2646/124179
Uncontrolled Keywords:	Maqasid Al-Shari’ah, Professionalism, Advertising Agency, Islamic model, Code of conduct, Maqasid Al-Shari’ah, Professionalisme, Agensi pengiklanan, Model Islami, Kod tatalaku
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences Kulliyyah of Economics and Management Sciences > Department of Business Administration Kulliyyah of Islamic Revealed Knowledge and Human Sciences Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Fiqh and Usul al-Fiqh Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Usul al-Din and Comparative Religion
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	06 Nov 2025 15:19
Last Modified:	06 Nov 2025 17:00
URI:	http://irep.iium.edu.my/id/eprint/124179

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