Abstract
The Commodification of Religion as Symbolic Interactionism in Advertising
Highlights
IntroductionThe visual communication design (VCD) used in advertising is more than just creativity for selling purposes, it is implied with hidden messages and influences that later affect actions and thoughts
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
The visual communication design (VCD) used in advertising is more than just creativity for selling purposes, it is implied with hidden messages and influences that later affect actions and thoughts
Summary
The visual communication design (VCD) used in advertising is more than just creativity for selling purposes, it is implied with hidden messages and influences that later affect actions and thoughts. There are many products and services that use religious cues to help market their products This approach may influence the consumers’ product preferences, especially for Muslims, since Islam is their life code that determines and influences every aspect of their lives, including their consumption behaviours (Bakar, Lee & Rungie, 2013). Morris and Waldman (2011) stated that visual metaphors (texts and images) in ads are commonly linked to culture, which will be strategically designed to capture attention and reinforce concepts Such influence may affect new experiences and information it interprets; and the understanding about people and cultures (Duffy & Thorson, 2015), especially in our local ads’ environment whereby the audience are coming from various multireligion backgrounds. Each one of them must have their very own interpretation of the ads displayed
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