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Advertising and promotion: an Islamic perspective

Mokhtar, Aida (2019) Advertising and promotion: an Islamic perspective. In: INHART Seminar Series: Advertising and Promotion: An Islamic Perspective, 10th April 2019, Kuala Lumpur. (Unpublished)

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The life of Muslims should be guided by Islam in a holistic manner including in matters of business and promotion. Promotion is an essential part of marketing bringing buyers and sellers together in the marketplace. Without advertising that is a branch of promotion, customers would not be in the know of new products or be reminded of them. The creation of television advertising messages require closer scrutiny in view of its Shari’ah compliance. Much of the previous literature has been on advertising and cultural values and there appears to be a dearth of studies identifying Shari’ah principles for examining advertisements from the Islamic perspective. This paper aims to provide a definition of Shari’ah and the principles of a code of conduct based on the Maqasid Shari’ah for guiding the production of television advertisements of halal products. Islam is divided into Aqidah (belief), Shari’ah (Islamic law) and Akhlaq (etiquette). Shari’ah is further divided into Ibadah (worship of Allah) that focuses on the relationship and interaction between human beings and their Creator and Muamalah (civil and commercial acts) that focuses on the relationship and interaction among human beings. Television advertising is related to Muamalah in Islam.

Item Type: Conference or Workshop Item (Slide Presentation)
Additional Information: 2646/72828
Uncontrolled Keywords: Maqasid, advertising, promotion, Islamic perspective
Subjects: H Social Sciences > HB Economic Theory > HB126.4 Islamic Economics
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
Kulliyyah of Islamic Revealed Knowledge and Human Sciences
Depositing User: Dr. Aida Mokhtar
Date Deposited: 26 Jun 2019 12:33
Last Modified: 26 Jun 2019 12:33
URI: http://irep.iium.edu.my/id/eprint/72828

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