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.
Highlights
Religion has a function as a social control for human life
Based on the results of Peirce's analysis of the Wardah television commercial version: Dian Pelangi, in Search of a Beauty, and True Colors, signs and meanings were identified that identified the commodification of religious values in the advertisement
It began with marketing the concept of cosmetics that are safe in terms of religion and beauty from a commercial perspective which is manifested in an advertisement so that religious values begin to emerge, advertisements containing elegant women in Muslim clothing and halal values are found in advertisements as guarantee that wardah products are safe products (Wahidah, 2015)
Summary
Religion has a function as a social control for human life. At this time, religion is experiencing a shift in function. The function value of religion becomes a commodity and religion itself undergoes the process of commodification. This religion has the main function as individual control (Habermas, 2015). Religion has control over human norms and ethics. The implication is that religion makes humans produce a delusion, a belief in a creature or spirit. The spirit is considered a "solutive being" that can solve all the problems that exist in human life and cause segregation. Religion is a rite for humans (Kamim, 2017)
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