The Islamic embrace of advertising: a study of TV advertising frameworks of selected OIC countries using the hierarchy of influences model

Mokhtar, Aida and Tharmalingam, Selvarajah and Samsudin, Sofiah (2017) The Islamic embrace of advertising: a study of TV advertising frameworks of selected OIC countries using the hierarchy of influences model. In: 8th Global Islamic Marketing Conference 2017, 3-5 May 2017, Turkey. (Unpublished)

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Abstract

When Islam and life are intertwined for Muslims who are guided by the Islamic principle ‘enjoining good and forbidding evil’, the inculcation of Islamic values in the production of advertising messages for the Muslim audience is crucial. According to some previous studies, Islamic values are absent in some advertisements to Muslims, thus contributing to their inappropriate orientation from the Islamic perspective. The study addresses this by producing a television advertising framework imbued with Islamic principles. For this to happen, the advertising frameworks of selected countries that are members of the Organisation of Islamic Cooperation (OIC) serving as a collective voice for Muslims and working towards a common Islamic market, are examined in this study. The hierarchy of influences model used as the study’s theoretical framework explains the involvement of several factors that contribute to the production of media messages in the form of the nation’s social system, social institutions, organizations, routines and individuals. It is hoped that the significant contributions of this study are to current literature and the development of a television advertising framework that does not contradict with Islamic principles.

Item Type:	Conference or Workshop Item (Slide Presentation)
Additional Information:	2646/61087
Uncontrolled Keywords:	Advertising, OIC
Subjects:	P Language and Literature > P Philology. Linguistics > P87 Communication. Mass media
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication
Depositing User:	Dr. Aida Mokhtar
Date Deposited:	30 Jun 2019 16:30
Last Modified:	30 Jun 2019 16:30
URI:	http://irep.iium.edu.my/id/eprint/61087

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