Islam and advertising: the ideal stakeholder perspective
The collective responsibility of stakeholders in the making of responsible advertisements is the essence of the multiple perspectives for responsible advertising by Polonsky & Hyman (2007) that is based on the stakeholder theory. This research study aims to contribute to current literature by...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
Graduate School of Communication Arts and Management Innovation, National Institute of Development Administration
2015
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/55810/ http://irep.iium.edu.my/55810/ http://irep.iium.edu.my/55810/2/55810%20Islam%20and%20Advertising.pdf |
| Summary: | The collective responsibility of stakeholders in the making of responsible
advertisements is the essence of the multiple perspectives for responsible advertising by
Polonsky & Hyman (2007) that is based on the stakeholder theory. This research study aims
to contribute to current literature by defining the ideals of responsible advertisements from
the Islamic perspective. The purpose of this research study is to examine the concept of
Islamic advertising as what it should be rather than what is already practised as Islamic
advertising. This qualitative study involves the interviewing of academicians with an Islamic
background. The key findings suggest that Islamic advertising can be comparable to
propagation if it adheres to the principles of da’wah, is centred on tawḥīd, promotes ḥalāl
products and is Shari’ah compliant. The challenge was in defining Islamic advertising as
there is seemingly a paradox regarding the association of advertising whose conception was
inspired by commercialism, whilst Islam promotes the view of propagation and moderation in
consumption. It is hoped that this research study has contributed to current studies on
stakeholder theory and defined Islamic advertising in view of Malaysia’s position as the
Global Halal Hub. |
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