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

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...

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Main Authors:	Mokhtar, Aida, Tharmalingam, Selvarajah, Samsudin, Sofiah
Format:	Conference or Workshop Item
Language:	English
Published:	2017
Subjects:	P87 Communication. Mass media
Online Access:	http://irep.iium.edu.my/61087/ http://irep.iium.edu.my/61087/1/61087_The%20Islamic%20embrace%20of%20advertising_complete.pdf

id	iium-61087
recordtype	eprints
spelling	iium-610872019-06-30T08:30:40Z http://irep.iium.edu.my/61087/ The Islamic embrace of advertising: a study of TV advertising frameworks of selected OIC countries using the hierarchy of influences model Mokhtar, Aida Tharmalingam, Selvarajah Samsudin, Sofiah P87 Communication. Mass media 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. 2017-05 Conference or Workshop Item PeerReviewed application/pdf en http://irep.iium.edu.my/61087/1/61087_The%20Islamic%20embrace%20of%20advertising_complete.pdf 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)
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	P87 Communication. Mass media
spellingShingle	P87 Communication. Mass media Mokhtar, Aida Tharmalingam, Selvarajah Samsudin, Sofiah The Islamic embrace of advertising: a study of TV advertising frameworks of selected OIC countries using the hierarchy of influences model
description	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.
format	Conference or Workshop Item
author	Mokhtar, Aida Tharmalingam, Selvarajah Samsudin, Sofiah
author_facet	Mokhtar, Aida Tharmalingam, Selvarajah Samsudin, Sofiah
author_sort	Mokhtar, Aida
title	The Islamic embrace of advertising: a study of TV advertising frameworks of selected OIC countries using the hierarchy of influences model
title_short	The Islamic embrace of advertising: a study of TV advertising frameworks of selected OIC countries using the hierarchy of influences model
title_full	The Islamic embrace of advertising: a study of TV advertising frameworks of selected OIC countries using the hierarchy of influences model
title_fullStr	The Islamic embrace of advertising: a study of TV advertising frameworks of selected OIC countries using the hierarchy of influences model
title_full_unstemmed	The Islamic embrace of advertising: a study of TV advertising frameworks of selected OIC countries using the hierarchy of influences model
title_sort	islamic embrace of advertising: a study of tv advertising frameworks of selected oic countries using the hierarchy of influences model
publishDate	2017
url	http://irep.iium.edu.my/61087/ http://irep.iium.edu.my/61087/1/61087_The%20Islamic%20embrace%20of%20advertising_complete.pdf
first_indexed	2023-09-18T21:26:37Z
last_indexed	2023-09-18T21:26:37Z
_version_	1777412234508500992

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

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