SIMBOL KEAGAMAAN ISLAM DALAM IKLAN KOMERSIAL TELEVISI DI INDONESIA

Ening Herniti, NIM.: 12300016006 (2019) SIMBOL KEAGAMAAN ISLAM DALAM IKLAN KOMERSIAL TELEVISI DI INDONESIA. Doctoral thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Islamic religious symbols used in television commercial advertisements with Islamic figures as the models have risen contradictive opinions as some argue that it is as a form of religious commodification in Indonesia. Religious symbols used as a trade brand to earn market segmentation will likely result in the mixing of trade and religion. This topic is examined with the semiotics of Roland Barthes. Semiotics is used to analyze media texts assuming that the media are communicated through a set of signs. This study explains the shape and meaning of verbal symbols of Islamic religion, the relationship among nonverbal symbols, the sacralization and desacralization of religious symbols, and the significance of the use of Islamic religious symbols in Indonesian TV commercial advertisements. The data obtained from YouTube channels are then transcribed orthographically. The results of this study indicate that the meaning of verbal religious symbols of Islam in commercial television advertisements includes the interpretation of religious verbal symbols in the form of greetings, interjection, testimonial expressions, lexical forms, prayers, institution names, greetings, and expressions. These symbols are used as brand reinforcement for a product. The relationship among nonverbal symbols includes symbolic, paradigmatic, and syntagmatic relationships. The paradigmatic relationship includes the upper part in the form of peci (a cap), hijab, and turban. The upper body clothes include koko, suit, and abaya, while the lower body clothes include sarong and trousers. Islamic religious symbols experience sacralization and desacralization in commercial television advertisements. Ustaz and ustazah as religious leaders can be categorized as parole or individual behavior. Television commercial ads have a parallel dimension to various aspects of the nature and function of myth in traditional societies. These myths are strung together in a dramatization in the ads. Dramatization is part of the creative execution of advertising. Dramatization ads emphasize the delivery of short stories that contain problems and problem solving. There are at least six reasons that Islamic religious symbols are used in this kind of ads, i.e., the new authority of religious leaders, the uniqueness of personal branding, religious symbols as spokesmen, new piety in the profane world, rediscovering lost religious identities, and symbiosis of mutualism.

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