Advertising and promotion: an Islamic perspective

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 kno...

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Main Author:	Mokhtar, Aida
Format:	Conference or Workshop Item
Language:	English English
Published:	2019
Subjects:	HB126.4 Islamic Economics P87 Communication. Mass media
Online Access:	http://irep.iium.edu.my/72828/ http://irep.iium.edu.my/72828/2/ADVERTISING_PROMOTION_AN_ISLAMIC_PERSPECTIVE.jpg http://irep.iium.edu.my/72828/12/Maqasid%20Shariah%20%26%20advertising.pdf

id	iium-72828
recordtype	eprints
spelling	iium-728282019-06-26T04:33:39Z http://irep.iium.edu.my/72828/ Advertising and promotion: an Islamic perspective Mokhtar, Aida HB126.4 Islamic Economics P87 Communication. Mass media 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. 2019-04-10 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/72828/2/ADVERTISING_PROMOTION_AN_ISLAMIC_PERSPECTIVE.jpg application/pdf en http://irep.iium.edu.my/72828/12/Maqasid%20Shariah%20%26%20advertising.pdf 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)
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English
topic	HB126.4 Islamic Economics P87 Communication. Mass media
spellingShingle	HB126.4 Islamic Economics P87 Communication. Mass media Mokhtar, Aida Advertising and promotion: an Islamic perspective
description	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.
format	Conference or Workshop Item
author	Mokhtar, Aida
author_facet	Mokhtar, Aida
author_sort	Mokhtar, Aida
title	Advertising and promotion: an Islamic perspective
title_short	Advertising and promotion: an Islamic perspective
title_full	Advertising and promotion: an Islamic perspective
title_fullStr	Advertising and promotion: an Islamic perspective
title_full_unstemmed	Advertising and promotion: an Islamic perspective
title_sort	advertising and promotion: an islamic perspective
publishDate	2019
url	http://irep.iium.edu.my/72828/ http://irep.iium.edu.my/72828/2/ADVERTISING_PROMOTION_AN_ISLAMIC_PERSPECTIVE.jpg http://irep.iium.edu.my/72828/12/Maqasid%20Shariah%20%26%20advertising.pdf
first_indexed	2023-09-18T21:43:15Z
last_indexed	2023-09-18T21:43:15Z
_version_	1777413280753516544

Advertising and promotion: an Islamic perspective

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