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SOCIO-CULTURAL DISCOURSE OF MUSLIM SOCIETY IN SOCIAL SEMIOTICS ASPECT OF ADVERTISING TEXT IN MALAYSIA
Corresponding Author(s) : Rosmawati Mohamad Rasit
Humanities & Social Sciences Reviews,
Vol. 7 No. 5 (2019): September
Abstract
Purpose: The socio-culture of Muslim society in Malaysia ought to be the main aspect of constructing an advertisement message. However, in developing local media, advertisement contents still do not observe locality of culture and religion such that advertising fails to fulfill the social semiotics of Muslim society. This research analyzes the social semiotics element in advertisement text which constructs the socio-cultural discourse of Muslim society.
Methodology: This is qualitative research using content analysis. The research sample was selected using purposive sampling. Discourses as material for analysis are TV adverts for health products. The three advert texts selected as initial research sample in analyzing the discourse and social semiotics are Almas Jus Nusantara, Qu Puteh Million Cell and D’Herbs Losyen Putih Susu. Research data was collected using coding form and analysed using Fairclough Discourse Analysis.
Main Findings: Research results find that all three ads are still not clear on the social semiotics of the socio-culture discourse of Muslim society. Analysis proves that the discourse of advertisement text neglects the Islamic Advertising Principle so as to cause erosion of religious and socio-cultural values, while the social semiotics conveyed through the metaphor of women’s and men’s images are irrelevant in terms of the cultural identity of Muslim society.
Implications/Applications: Although social semiotics give a good interpretation of a product, the locality aspect of socio-culture is also important to uphold the Islamic values for a Muslim product. Therefore, the preservation of cultural identity in marketing a product needs to be viewed from a wider perspective. In efforts to ensure the audience are aware of competitive products in the market, marketing must be balanced by taking into consideration the Islamic Advertising Principle.
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- Abbas, N., & Ezhar, T. (2012). Impact of Islamic Religious Symbol in Producing Favorable Attitude Toward Advertisement. The Public Administration and Social Policies Review, 1(8), 63-77.
- Abdullah, K., & Ahmad, M.I. (2010), Compliance to Islamic marketing practices among businesses in Malaysia. Journal of Islamic Marketing, 1(3), 286-297. https://doi.org/10.1108/17590831011082446 DOI: https://doi.org/10.1108/17590831011082446
- Abuznaid, S. (2012). Islamic Marketing: Addressing the Muslim Market. An-Najah Univ. J. Res. (Humanities),26(6), 1473-1503.
- Adi, S. (2014). The Nature of Advertising in cultural domination. Utusan Malaysia.
- Ahmad, M. A. M. (2010). A strategy towards shariah compliant advertising. Paper presented at Fiqh Broadcasting Workshop.
- Aida, M., & Sofiah, S. (2015). Islam and Advertising: The Ideal Stakeholder Perspective. In Proceeding of the 1st International Conference on Innovative Communication and Sustainable Development in ASEAN, Bangkok, Thailand.
- Ainal, M. A. G. (2016). Good value product. Harian Metro.
- Akhter, W., Abassi, A.S., & Umar, S. (2011). Ethical issues in advertising in Pakistan: an Islamic perspective. World Applied Sciences Journal, 13(3), 444-452.
- Al-Buraey, M. A. (2004). Marketing mix management from an Islamic perspective: Some insights. Journal of International Marketing and Marketing Research, 29(31), 139-152.
- Alserhan, B. A. (2011). The principles of Islamic marketing. Surrey, England: Gower Publishing Limited.
- Aniss, Y., & Al-Hasan, A. A. (2015). Factors influencing advertising in Malaysa from an Islamic perspective; Case of Kedah. International Review of Management and Business Research, 4(1), 189-202.
- Anwar, M., & Saeed, M. (1996). Promotional tools of marketing: An Islamic perspective. Intellectual Discourse, 4(1-2), 15-30.
- Bari, A., & Abbas, R. Z. (2011). Advertisement & Islam: A muslim world perspective. Australian Journal of Business and Management Research, 1(6), 152-157.
- Behravan, N., Jamalzadesh, M., & Masoudi, R. (2012). A review study of developing an advertising strategy for Westerner’s companies among middle East countries: The Islamic perspective. Information Management and Business Review, 4(3), 101-113. DOI: https://doi.org/10.22610/imbr.v4i3.970
- El-Adly, M. I. (2010). The impact of advertising attitudes on the intensity of TV ads avoiding behaviour. International Journal of Bussiness and Social Science, 1(1),1-14.
- Fairclough, N. (1992). Discourse and text: Linguistic and intertextual analysis within discourse analysis. Discourse & Society, 3(2), 193-217. https://doi.org/10.1177/0957926592003002004 DOI: https://doi.org/10.1177/0957926592003002004
- Hakim, S. A., Bhatti, A., Omar, K., & Al-Jubari, I. (2011). Advertising of Islamic banking products. Annals of Management Research, 1(2,) 60-70.
- Haque, A., Ahmed, K., & Irfath, J. S. (2010). Shariah observation: Advertising practices of bank Muamalat in Malaysia. Journal of Islamic Marketing 1(1),70-77. https://doi.org/10.1108/17590831011026240 DOI: https://doi.org/10.1108/17590831011026240
- Hasbullah, C. A. (2016). Dr Vida retracts two Qu Puteh products after dismissal. Retrieved from https://bit.ly/2Yj95ua
- Hassan, A., Chachi, A., & Latiff, S. A. (2008). Islamic marketing ethics and its impact on customer satisfaction in the Islamic banking industry. Journal of King Abdul Aziz University: Islamic Economics, 21(1), 23-40. https://doi.org/10.4197/islec.21-1.2 DOI: https://doi.org/10.4197/islec.21-1.2
- Intan, W. S. (2016). The analysis factors of experential marketing, product quality, and customer satisfaction of motor bike as a main transportation mode in Bandung-Indonesia. International Journal of Business and Administrative Studies, 2(1), 6-8. https://doi.org/10.20469/ijbas.2.10002-1 DOI: https://doi.org/10.20469/ijbas.2.10002-1
- Isada, F., & Isada, Y., (2017). An empirical study of standardisation, open architecture, and profitability in an internet of things business. International Journal of Business and Economic Affairs, 2(4), 253-259. https://doi.org/10.24088/IJBEA-2017-24004 DOI: https://doi.org/10.24088/IJBEA-2017-24004
- Maserah, S., & Noraini, I. (2016). Semiotics elements in beauty advertising discourse. Akademika, 86(2), 3-30.
- Mohamad, M. Y. (2006). Advertising development: An introduction. In Mohamad, M. Y., Kalamiah, S., Azman, A. A., Muhammad, H. M. T., & Juliana, A. W. (Eds), Media Dynamics and Society of Malaysia. Penang: USM Press, 2006.
- Mohamad, M. Y. (2016). Create a state advertising policy. Kosmo.
- Mohd, H. A. H. (2004). Advertising and Cultural apprearance. Malaysian Journal of Communication, 20, 79-93.
- Mohd, H. A. R. (2009). Islamic advertising: Concepts and enforcement. Malay Journal, 4, 59-72.
- Mohd, S., & Osman, C. (2012). Islamic perspective on marketing mix. International Journal of Business and Management Studies, 4(2), 121-131.
- Monika, M. R. A., Nik, M. Z. A. B., Nur, A. I., & Khadher, A. (2013). White according to al-Quran and hadith perspectives: An intial analysis. International Journal on Quranic Research (IJQR), 3(4), 95-120.
- Noureldin, M. A., & Amal, S. S. (2014). Advertisement analysis: A comparative critical study. Advances in Language and Literary Studies, 5(6), 254-259. https://doi.org/10.7575/aiac.alls.v.5n.6p.254 DOI: https://doi.org/10.7575/aiac.alls.v.5n.6p.254
- Nugraha, P. A., & Indrawati. (2017). The effect of social media experiential marketing towards customers’ satisfaction (A study in Chingu Korean fan cafe Bandung Indonesia). International Journal of Business and Administrative Studies, 3(2), 56-63. https://doi.org/10.20469/ijbas.3.10002-2 DOI: https://doi.org/10.20469/ijbas.3.10002-2
- Putri, W., & Badrul, R. A. H. (2015). Advertisement of healthcare product in Malaysia and Indonesia: A critical analysis of media discourse. Malaysian Journal of Communication. 31(1), 221-240. https://doi.org/10.17576/JKMJC-2015-3101-12 DOI: https://doi.org/10.17576/JKMJC-2015-3101-12
- Rai, N. (2013). Impact of advertising on consumer behaviour and attitude with reference to consumer durables. International Journal of Management Research and Business Strategy, 2(2), 74-79.
- Rice, G., & Al-Mossawi, M. (2002). The implication of Islam for advertising messages: The middle Eastern context. Journal of Euromarketing, 11(3), 1-15. https://doi.org/10.1300/J037v11n03_05 DOI: https://doi.org/10.1300/J037v11n03_05
- Saeed, M., Ahmed, Z.U., & Mukhtar, S. M. (2001). International marketing ethics from an Islamic perspective: A value-maximization approach. Journal of Business Ethics, 32, 127-142. https://doi.org/10.1023/A:1010718817155 DOI: https://doi.org/10.1023/A:1010718817155
- Samsudin, A. R. (2001), Media and cultural identities: Media challenges to the Malaysian society in the 21st century. Paper presented at Malaysian National Society Symposium – 21st Century Issues and Challenges. Universiti Malaya.
- Shafiq, A. H., & Kalthom, A. (2016). A collection of Islamic advertising principles.
- Shuhaida, M. N. (2015). User representation in brand communication: between the right and the ideal. In Azmawati A. A., Ahmad, M., Anuar, M. K., & Kim, W. L. (pnyt.). Communication essays anthology: Theory, issues and practice, 478-501.
- Siti, Z. Y., Noor, A. A., & Jusang, B. (2014). Factors triggered behavioral information of halal products in the Islamic family. Global Media Journal-Malaysian Edition, 4(1), 69-82.
- Solik, M. (2014). Semiotic approach to analysis of advertising. European Journal of Science and Technology, 10(1), 207-217.
- Srisangkaew, K. (2017). Advanced destination marketing strategy for Chanthaburi Province, Thailand. International Journal of Business and Economic Affairs, 2(1), 77-84. https://doi.org/10.24088/IJBEA-2017-21010 DOI: https://doi.org/10.24088/IJBEA-2017-21010
- Tabrizi, S., & Kabirnejat, M. (2017). Smart school: A comparative research between two Islamic countries, Malaysia and Iran. Journal of Advances in Humanities and Social Sciences, 3(1), 58-68. https://doi.org/10.20474/jahss-3.1.5 DOI: https://doi.org/10.20474/jahss-3.1.5
- Teng, F., Quoquab, F., Hussin, N., & Mohammad, J., (2016). Re-defining sustainable development values and its facets based on developing country perspective. Journal of Advances in Humanities and Social Sciences, 2(1), 1-13. https://doi.org/10.20474/jahss2.1.1 DOI: https://doi.org/10.20474/jahss2.1.1
- Thomas, W. J. (2007). Market Segmentation. Decision Analyst, 1-4.
- Visser, J. H. (2016). Bases of market segmentation success: A marketing decision maker’s perspective. International Journal of Business and Administrative Studies, 2(3), 75-80. https://doi.org/10.20469/ijbas.2.10004-3 DOI: https://doi.org/10.20469/ijbas.2.10004-3
References
Abbas, N., & Ezhar, T. (2012). Impact of Islamic Religious Symbol in Producing Favorable Attitude Toward Advertisement. The Public Administration and Social Policies Review, 1(8), 63-77.
Abdullah, K., & Ahmad, M.I. (2010), Compliance to Islamic marketing practices among businesses in Malaysia. Journal of Islamic Marketing, 1(3), 286-297. https://doi.org/10.1108/17590831011082446 DOI: https://doi.org/10.1108/17590831011082446
Abuznaid, S. (2012). Islamic Marketing: Addressing the Muslim Market. An-Najah Univ. J. Res. (Humanities),26(6), 1473-1503.
Adi, S. (2014). The Nature of Advertising in cultural domination. Utusan Malaysia.
Ahmad, M. A. M. (2010). A strategy towards shariah compliant advertising. Paper presented at Fiqh Broadcasting Workshop.
Aida, M., & Sofiah, S. (2015). Islam and Advertising: The Ideal Stakeholder Perspective. In Proceeding of the 1st International Conference on Innovative Communication and Sustainable Development in ASEAN, Bangkok, Thailand.
Ainal, M. A. G. (2016). Good value product. Harian Metro.
Akhter, W., Abassi, A.S., & Umar, S. (2011). Ethical issues in advertising in Pakistan: an Islamic perspective. World Applied Sciences Journal, 13(3), 444-452.
Al-Buraey, M. A. (2004). Marketing mix management from an Islamic perspective: Some insights. Journal of International Marketing and Marketing Research, 29(31), 139-152.
Alserhan, B. A. (2011). The principles of Islamic marketing. Surrey, England: Gower Publishing Limited.
Aniss, Y., & Al-Hasan, A. A. (2015). Factors influencing advertising in Malaysa from an Islamic perspective; Case of Kedah. International Review of Management and Business Research, 4(1), 189-202.
Anwar, M., & Saeed, M. (1996). Promotional tools of marketing: An Islamic perspective. Intellectual Discourse, 4(1-2), 15-30.
Bari, A., & Abbas, R. Z. (2011). Advertisement & Islam: A muslim world perspective. Australian Journal of Business and Management Research, 1(6), 152-157.
Behravan, N., Jamalzadesh, M., & Masoudi, R. (2012). A review study of developing an advertising strategy for Westerner’s companies among middle East countries: The Islamic perspective. Information Management and Business Review, 4(3), 101-113. DOI: https://doi.org/10.22610/imbr.v4i3.970
El-Adly, M. I. (2010). The impact of advertising attitudes on the intensity of TV ads avoiding behaviour. International Journal of Bussiness and Social Science, 1(1),1-14.
Fairclough, N. (1992). Discourse and text: Linguistic and intertextual analysis within discourse analysis. Discourse & Society, 3(2), 193-217. https://doi.org/10.1177/0957926592003002004 DOI: https://doi.org/10.1177/0957926592003002004
Hakim, S. A., Bhatti, A., Omar, K., & Al-Jubari, I. (2011). Advertising of Islamic banking products. Annals of Management Research, 1(2,) 60-70.
Haque, A., Ahmed, K., & Irfath, J. S. (2010). Shariah observation: Advertising practices of bank Muamalat in Malaysia. Journal of Islamic Marketing 1(1),70-77. https://doi.org/10.1108/17590831011026240 DOI: https://doi.org/10.1108/17590831011026240
Hasbullah, C. A. (2016). Dr Vida retracts two Qu Puteh products after dismissal. Retrieved from https://bit.ly/2Yj95ua
Hassan, A., Chachi, A., & Latiff, S. A. (2008). Islamic marketing ethics and its impact on customer satisfaction in the Islamic banking industry. Journal of King Abdul Aziz University: Islamic Economics, 21(1), 23-40. https://doi.org/10.4197/islec.21-1.2 DOI: https://doi.org/10.4197/islec.21-1.2
Intan, W. S. (2016). The analysis factors of experential marketing, product quality, and customer satisfaction of motor bike as a main transportation mode in Bandung-Indonesia. International Journal of Business and Administrative Studies, 2(1), 6-8. https://doi.org/10.20469/ijbas.2.10002-1 DOI: https://doi.org/10.20469/ijbas.2.10002-1
Isada, F., & Isada, Y., (2017). An empirical study of standardisation, open architecture, and profitability in an internet of things business. International Journal of Business and Economic Affairs, 2(4), 253-259. https://doi.org/10.24088/IJBEA-2017-24004 DOI: https://doi.org/10.24088/IJBEA-2017-24004
Maserah, S., & Noraini, I. (2016). Semiotics elements in beauty advertising discourse. Akademika, 86(2), 3-30.
Mohamad, M. Y. (2006). Advertising development: An introduction. In Mohamad, M. Y., Kalamiah, S., Azman, A. A., Muhammad, H. M. T., & Juliana, A. W. (Eds), Media Dynamics and Society of Malaysia. Penang: USM Press, 2006.
Mohamad, M. Y. (2016). Create a state advertising policy. Kosmo.
Mohd, H. A. H. (2004). Advertising and Cultural apprearance. Malaysian Journal of Communication, 20, 79-93.
Mohd, H. A. R. (2009). Islamic advertising: Concepts and enforcement. Malay Journal, 4, 59-72.
Mohd, S., & Osman, C. (2012). Islamic perspective on marketing mix. International Journal of Business and Management Studies, 4(2), 121-131.
Monika, M. R. A., Nik, M. Z. A. B., Nur, A. I., & Khadher, A. (2013). White according to al-Quran and hadith perspectives: An intial analysis. International Journal on Quranic Research (IJQR), 3(4), 95-120.
Noureldin, M. A., & Amal, S. S. (2014). Advertisement analysis: A comparative critical study. Advances in Language and Literary Studies, 5(6), 254-259. https://doi.org/10.7575/aiac.alls.v.5n.6p.254 DOI: https://doi.org/10.7575/aiac.alls.v.5n.6p.254
Nugraha, P. A., & Indrawati. (2017). The effect of social media experiential marketing towards customers’ satisfaction (A study in Chingu Korean fan cafe Bandung Indonesia). International Journal of Business and Administrative Studies, 3(2), 56-63. https://doi.org/10.20469/ijbas.3.10002-2 DOI: https://doi.org/10.20469/ijbas.3.10002-2
Putri, W., & Badrul, R. A. H. (2015). Advertisement of healthcare product in Malaysia and Indonesia: A critical analysis of media discourse. Malaysian Journal of Communication. 31(1), 221-240. https://doi.org/10.17576/JKMJC-2015-3101-12 DOI: https://doi.org/10.17576/JKMJC-2015-3101-12
Rai, N. (2013). Impact of advertising on consumer behaviour and attitude with reference to consumer durables. International Journal of Management Research and Business Strategy, 2(2), 74-79.
Rice, G., & Al-Mossawi, M. (2002). The implication of Islam for advertising messages: The middle Eastern context. Journal of Euromarketing, 11(3), 1-15. https://doi.org/10.1300/J037v11n03_05 DOI: https://doi.org/10.1300/J037v11n03_05
Saeed, M., Ahmed, Z.U., & Mukhtar, S. M. (2001). International marketing ethics from an Islamic perspective: A value-maximization approach. Journal of Business Ethics, 32, 127-142. https://doi.org/10.1023/A:1010718817155 DOI: https://doi.org/10.1023/A:1010718817155
Samsudin, A. R. (2001), Media and cultural identities: Media challenges to the Malaysian society in the 21st century. Paper presented at Malaysian National Society Symposium – 21st Century Issues and Challenges. Universiti Malaya.
Shafiq, A. H., & Kalthom, A. (2016). A collection of Islamic advertising principles.
Shuhaida, M. N. (2015). User representation in brand communication: between the right and the ideal. In Azmawati A. A., Ahmad, M., Anuar, M. K., & Kim, W. L. (pnyt.). Communication essays anthology: Theory, issues and practice, 478-501.
Siti, Z. Y., Noor, A. A., & Jusang, B. (2014). Factors triggered behavioral information of halal products in the Islamic family. Global Media Journal-Malaysian Edition, 4(1), 69-82.
Solik, M. (2014). Semiotic approach to analysis of advertising. European Journal of Science and Technology, 10(1), 207-217.
Srisangkaew, K. (2017). Advanced destination marketing strategy for Chanthaburi Province, Thailand. International Journal of Business and Economic Affairs, 2(1), 77-84. https://doi.org/10.24088/IJBEA-2017-21010 DOI: https://doi.org/10.24088/IJBEA-2017-21010
Tabrizi, S., & Kabirnejat, M. (2017). Smart school: A comparative research between two Islamic countries, Malaysia and Iran. Journal of Advances in Humanities and Social Sciences, 3(1), 58-68. https://doi.org/10.20474/jahss-3.1.5 DOI: https://doi.org/10.20474/jahss-3.1.5
Teng, F., Quoquab, F., Hussin, N., & Mohammad, J., (2016). Re-defining sustainable development values and its facets based on developing country perspective. Journal of Advances in Humanities and Social Sciences, 2(1), 1-13. https://doi.org/10.20474/jahss2.1.1 DOI: https://doi.org/10.20474/jahss2.1.1
Thomas, W. J. (2007). Market Segmentation. Decision Analyst, 1-4.
Visser, J. H. (2016). Bases of market segmentation success: A marketing decision maker’s perspective. International Journal of Business and Administrative Studies, 2(3), 75-80. https://doi.org/10.20469/ijbas.2.10004-3 DOI: https://doi.org/10.20469/ijbas.2.10004-3