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Journal : INJECT (Interdisciplinary Journal of Communication)

Commodification Of Islamic Values In The Ads Of "Hijab Fresh" Body Lotion Asla Eva Setya; Ni Made Ras Amanda Gelgel; Ade Devia Pradipta
INJECT (Interdisciplinary Journal of Communication) Vol 5, No 1 (2020)
Publisher : IAIN Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (603.565 KB) | DOI: 10.18326/inject.v5i1.73-96

Abstract

The development of the advertising world often follows the development of society. The close relationship between human and their religion is one of the factors that influence the packaging and advertising of products and then is wrapped in religious values. Changes and additions to the value of products with values that increase the selling power of the product are called commodification expressed by Mosco. One product advertisement with the commodification of religious values is a fresh hijab body lotion advertisement. This paper will describe how the process of commodification in advertisements through the symbols in the ad. This study is a qualitative study using Peirce's semiotic analysis. The process of commodification occurs through the shifting of the message and the impression given is seen from the clothing used by actors in advertisements, the behavior of actors in accordance with Islamic teachings and messages with words that reinforce advertisements in the form of audio or written on packaging and advertisements in mass media. So through this advertisement it is learned that religious values are often commodified to increase the sale value of a product through the symbols in its advertisements.
Co-Authors Abdi Pakumara, Pande Ngurah Raditya Ade Dianasari, Kadek Ayu Adi Pratiwi, Ni Komang Agestiary Saputri, Ni Kadek Alifia, Nadya Putri Aloysia Vira Herawati Andriyani, Putu Yunia Annisa, Fiqa Arie Rahayu, Ni Komang Mirah Arini Dewi, Ida Ayu Putu Aristia Dewi, Putu Ratih Artha Pratiwi, N. P. Devinda Artika Sari, Ni Putu Pradnya Asla Eva Setya Aurora Simanjuntak Ayu Megasari, Ni Ketut Diana Ayuningtyas, Ananda Vidya Bagus Wicaksono, R. Agung Rezky Baracha Kaban, Silya Christine Baskhara, Ida Bagus Aditya Berdianti, Dian Bintang Paramiditha, I Gusti Agung Istri Bramana, Yogi Marta Cahya Wulantari, Dewa Ayu Anggun Candra, Shelviani Christy, Bella Claudia Wijaya, Novia Cokorda Istri Sinta Sukma Ratih, Cokorda Damasemil, Calvin Dana Devi, Putu Jista Prajna Dani Febriyanti, Cinthya Nurrahmat Darmawan, Deri Dassy, Cynthia Novitasari Demus, Nico Devi Redana, Ni Putu Saraswati Dewi Gili Amritha, Dewa Ayu Agung Dewi Yuri Cahyani Dewi, Saffira Nusa Diah Budiantari, I Dewa Ayu Dwi Adnyani, Ni Made Rosalia Dwiartha Cahyani, Ni Made Pramoni Dyah Ratmasanti, Ni Nyoman Irafani Eggy Eriska, Ni Made Elfani Wijaya, Catherine Eriyanti, Andiana Dwi Febriana, Ruth Febriani, lda Ayu Dyah Heryanti, Tannya Aeni I Dewa Ayu Sugiarica Joni I Dewa Ayu Sugiarica Joni, I Dewa Ayu I Gusti Agung Alit Suryawati Iftinani, Sheila Zalfa Indriyanti, Laras Ismar Ramadhani Jelita Ananda, Ni Made Diah Ayu Juhendri, Arif Kencana Putri, A.A. Putu Livia Kertayasa, I Putu Agus Nanda Kusumayani, Ni Komang Leni Laksminia Agustin, Ni Putu Jeni Latuputty, Jennifer Brigita Lestari, Lidya Mulya Linggar Sari, Virdha Marta Manurung, David Yohanes Marista, Aulia Marpaung, Putri Ulpa Maulida, Dwinny Sukma Mayos, Elisa Aprillia Meitri Cakraningsih, I Gusti Ayu Monangin, Tesalonika Morrison Joshua, Glenkevin Narayani Murti, Dewa Ayu Putu Jiyestha Natalia, Della Natalia, Natasha Fera Nawidiya, Ni Putu Sanisa Nendissa Hermawan, I Gusti Ayu Rara Ni Luh Putu Agustin Kanya Dewi Ni Luh Ramaswati Purnawan Ni Made Anggita Sastri Mahadewi Ni Made Kartini, Ni Made Ni Made Ras Amanda Gelgel Ni Nyoman Dewi Pascarani Ni Putu Sri Widyastini Susila Nikki Vernishia, Ni Putu Anasthasia Nindya Saraswati, Ni Putu Ayunda Noviandani, Ni Kadek Wiwien Nugroho Setiawan, Thalia Patricia Nur Arofah, Nur Nur Fakih, Farah Isabella Oka Candrakusuma, I Gusti Ngurah Oliviar, Joan Palandi, Joan Alexandra Jethrovany Paramitha, Ni Putu Nadia Permana, I Putu Surya Pradnyani Kawiswari, I Dewa Agung Ayu Pramesti Arsa, Putu Pradnya Pranisitha, Ayu Khania Pratiwi, Intan Nathasa Prayuda, Ngakan Bayu Prema Utami, Ni Putu Shanti Purwati, Sri Wulan Putri, Elsa Savira Putri, Saras Pillary Putu Titah Kawitri Resen Ramadhana, Berlian Ramindra, Lintang Pratama Lian Riz, Vallerie Velove Ruben Elizer Sitepu Sadyani Putri, Ni Made Mahindri Salijar, Hasna Qhotrunnadaa Sanjiwani, I.A Agung Anindia Sari Dewi, Ni Kadek Aprilia Savarino, Jocelyn Williams Sekaringtyas, Yusma Ayu Simamora, Richard Siregar, Nia Venina Siswan Dewi, Ni Made Sonia Lase, Silvy Mercy Ruth Subudi Darma, Made Dwi Sugiantari, Ni Kadek Dilla Sunari Merta, Ni Made Ari Setia Suryawati , I Gusti Agung Alit Swari Pidada, Ida Ayu Prita Dara Tania, Najma Ayu Tatik Inggriani, Ni Made Utami, Bella Putri Verwis, Muhammad Siraj Wahyuni, Prima Sriparta Waluyan, Elsa Engelina Wati Sudiarta, Ni Made Sri Pradnya Widarini, Dwi Ajeng Widayani, Ni Luh Ari Widhiawati, Gst Ayu Putu Wiguna, I Putu Kumara Wira Prananta, Putu Resta Yoga Sumantara, I Wayan Yunantari Dewi, Ni Made