Commodification of Religion and Culture on Television Advertising (original) (raw)
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The aim of this study is to reveal how the concept of culture is constructed in Turkish television advertisements. Based on the idea that advertising is a cultural sign, in this study, the way culture is presented in advertisements is examined. In this context, ‘Kent Advertisement of Bairam ’, which emphasizes the values of Turkish society, was selected and examined. For this purpose, it is thought that the advertisement chosen is a suitable example of analysis in terms of visual, audial, and written content. Following the conceptual explanations, this study concentrates on the cultural elements and their meaning. In the advertisement, it is emphasized which cultural elements are included and how they created contrasts are positioned. It is emphasized how the cultural values and norms of Turkish society are presented in advertisements and how they are placed in this advertisement text. The related advertisement film was analyzed with the method of cultural semiotics and some examples from the advertisement were presented. In this context, the visual and linguistic elements in the relevant advertisement film are based.
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This research aims to analyze the semiotics of the commodification of Islamic teachings in Islamic bank advertising in Indonesia. The research focuses on using C. S. Pierce's semiotics approach to analyzing and explaining three main aspects: the meaning of Islamic signs in bank advertisements, the commodification of Islamic teachings, and the pattern of commodification of Islamic teachings in advertisements of BCA Syariah, Bank Mega Syariah, BSI, and BTPN Syariah. The research method employed is qualitative research that involves three key informants and three main informants. The data collected is analyzed using triangulated data interpretation to get a deeper sense. His findings from that research revealed several important points. First, it is clear that the meaning of Islamic signs in Islamic bank advertisements in Indonesia does not clearly depict any Islamic symbols. This raises questions about the authenticity of that commitment of the Islamic bank with Islamic principles in its advertisements. Second, the semiotic analysis shows that the message structure, format, content, and source of the Islamic bank advertisements in Indonesia are inconsistent incorporating signs or symbols that represent Islamic teachings. This suggests that this advertising focuses again on business and marketing aspects more precisely than conveying Islamic values to the public. Third, it identified a pattern of commodification in this study not directly related to Islamic teachings but rather connected to its enhanced dual role of employees in Islamic banking. This suggests that in the process of commodification, factors e.g., labor became again dominant rather than religious values it should be the main focus of the Islamic bank. This research provides a deeper understanding than that of the commodification of Islamic teachings in Islamic bank advertising in Indonesia. These findings could serve as a basis for critiquing the marketing practices of Islamic banks and reconsidering the application of Islamic values in their marketing strategies.
Advertisement is one of the promotional media which is used by marketers either to introduce or sell their products. Marketers have many ways to make the advertisement interesting. One of the ways is by bringing cultures into the advertisement. Kuku Bima Ener-G Yogyakarta version is one of the products which used culture in its advertisement. It mixes the pattern of energy drink products’ advertisements which are usually show masculinity, men, and muscle with a culture. Kuku Bima Ener-G Yogyakarta version used Javanese culture in the advertisement. This research has a purpose to know the representation of Javanese culture in Yogyakarta used by Kuku Bima Ener-G Yogyakarta version’s advertisement. This research used qualitative approach with semiotic analysis method. Pierce’s semiotic method which is divided the indicator in to sign, object and interpretant is used by the researcher. Kuku Bima Ener-G Yogyakarta version’s advertisement is used as the research object. The data collection technique is unit data analysis documentation that are some captures from the advertisement. The result of this research shows that Yogyakarta’s culture is portrayed representing Javanese cultures widely in Kuku Bima Ener-G Yogyakarta version’s advertisement. In a broad way, there are four theme put in this advertisement. They are (a) The harmony of modern and traditional life in Yogyakarta; (b) A confirmation about Yogyakarta Landmark as a local element; (c) Multiculturalism as the main point of Yogyakarta, and (d) Main commodity in Yogyakarta. In a further research, it’s found that the majority products show in the advertisement is from Yogyakarta. In other words, Yogyakarta is portrayed as the center of Javanese cultures. Keyword: Advertising, Kuku Bima Ener-G Yogyakarta version, Java culture.
MYTH AND IDEOLOGY CONSTRUCTION IN INDONESIA TELEVISION ADVERTISING: A SEMIOTIC BASED APPROACH
This paper uses Roland Barthes semiology to reveal the myth and ideology constructed in television commercial advertisement. The study tries to explain how the product consumed and used, work ideologically, by observing the dynamic relationship between the signifier and the signified in the broadcast commercial product text. The study focuses its area of concern in the motorcycle product advertisement aired on television and completed with direct interview with members of motor community of Makassar Indonesia. The result indicates that commercialtelevisionadvertising mediainIndonesia does notemphasizethemeaning ofdenotation(the benefits of the product), butitemphasizesthe symbolicsignwhich representsasimulacrumreality. The true meaning of the current human life is much determined by the relationship established between the man and the commercial products. Product serves from time to time as a symbol of social identity. Commercial advertisement works as a simulacrum that consists in making product impression and images constructed in human mind become natural and reasonable though around an ambivalent reality.
The Commodification of Religion as Symbolic Interactionism in Advertising
International Journal of Academic Research in Business and Social Sciences, 2021
The power of media is not to simply inform, but to transform the viewers' beliefs, and to influence people positively and/or negatively based on their interpretations. Thus, this study was conducted to understand Islamic commodification signs on advertisement and to explore the effects of semantic noise interpretation based on the visual communication design meaning used. Symbolic interactionism and communication model are the two important theories in the visual field that are used as the main framework of the study. The study began with content analysis of 7 billboards as case study and continued with semi-structured interviews to get in-depth feedback from 12 informants. Maximum variation sampling was selected ranging from industry practitioner, educator to students from the same field. Thematic analysis is applied in this qualitative study, and subsequent analysis using symbolic interactionism theory in describing the result. The Islamic element is often appear in images and text as part of culture preferences. The ads seem to be more influenced by religion which raises issues of ethical that can mislead content; convey religion-related messages about products. The commodification of visual communication design has become the mediating link to greatly enhance the effectiveness of advertising even though it may cause confusion that affect the recipient's understanding of the actual message (communication noise). Even though the used of Islamic symbols is emotional stimulus that engage ideas to the targeted group (Malay-Muslim) but these ads do not symbolise a highly significant guarantee as a successful motivation aspect of communication. Advertiser should emphasize more over everything else such as product type, function and benefits of the product itself. Although cultural elements are very important in advertising, an understanding of the appropriateness of a symbol in the communication element is necessary to marketer or advertiser to avoid exaggeration and misrepresentation of products by the multi-racial audience.
Semiotic and Cultural Analysis of English and Persian Advertising Slogans
University of Kurdistan, 2019
The scopes of this research were to analyze the semiotic and cultural aspects of 30 English and Persian advertising slogans of various brands and also to reveal the functions of advertising elements used in the advertising teasers. The slogans were sampled for the analysis on the random basis from the internet sources. The writer used descriptive qualitative method to describe and analyze the semiotic elements; objects; verbal and nonverbal dimensions of advertisements. The semiotic model used in this analysis was Charles Sanders Peirce’s semiotic framework. The researcher identified the frequency of cultural and advertising elements used in the advertising slogans in order to illustrate the techniques used by the companies. The findings of the present research indicated that among the advertising elements, shots, color, and music were used more in the 15 English advertising teasers, but in 15 Persian advertising teasers, shots and color were used more than the other advertising elements. In addition, the functions of semiotic and cultural elements in advertising are as follows: they convey the messages more vividly and comprehensively, facilitate the communication between the advertisers and audiences, indicate the truths and facts in a different way, evoke the awareness and conscience of people in order to help others, convey a piece of information about the advertisement, make reference to a concrete or imaginary reality associated with the values of the advertised product or service, and build a bridge for social groups and various communities.