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All Journal Lingua Cultura Jurnal Komunikasi Islam
Koirudin, Kolik
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Religion Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Product Islamization as a Marketing Strategy in the Resik V “Sekarang Berhijab” Advertisement in 2012 Koirudin, Kolik; Habsari, Sri Kusuma; Ardianto, Deny Tri
Lingua Cultura Vol 14, No 1 (2020): Lingua Cultura (In Press)
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/lc.v14i1.6385

Abstract

This research aimed to know why did Resik V transform its product advertisement by Islamization? How did the advertisement put and negotiate the Islamic symbols and codes on women’s feminine area cleansing products? The researchers would carry out textual data analysis for the 2012 version of Resik V “Sekarang Berhijab” advertisement using Roland Barthes’s semiotics theory. The results show that the advertisement utilizes the symbols of the hijab and the Indonesian Ulema Council’s label as commodities to put the Resik V product closer to Islam, as Islamic values attracted great attention from the society at that time that leaded to consumption activity. However, the Islamization in the Resik V product has ruled out the context of the hijab and halal concepts themselves, namely faith. 
Semiotika Komersialisasi Islam: Analisis Produk Iklan “Resik V Keluarga Sakinah” di Televisi Koirudin, Kolik; Habsari, SettingsSri Kusuma; Ardianto, Deny Tri
Jurnal Komunikasi Islam Vol. 10 No. 1 (2020): June
Publisher : Departement of Islami Comuunication and Broadcasting, Faculty of Da'wah and Communication, State Islamic University of Sunan Ampel (UINSA) Surabaya Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (3243.337 KB) | DOI: 10.15642/jki.2020.10.1.46-63

Abstract

This article aims to analyse the meaning of the construction of Islam in the "Resik V” advertisement of the "Sakinah Family" version on television. There are two research questions raised as a focus of the study, namely the reason why the producer of "Resik V" Ad does "Islamisation" the product? How does "Resik V" Ad put the narratives and codes of Islam on this product? Using Roland Barthes's semiotic analysis, the results of this study found that, first, “Resik V“ advertising was the result of the construction marketing strategy which provided an illusion and adaptation in order to be accepted by Muslim consumers. Second, the narration and co-de of Islam within Ad product was a commodification of religion since the main key for the sakinah family mainly because of faith and obedience to Allah Swt, and not merely maintaining the cleanliness and firmness of the female sex organs.
Co-Authors Deny Tri Ardianto Habsari, SettingsSri Kusuma Habsari, Sri Kusuma