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Branding halal: A photographic essay on global Muslim markets (Respond to this article at http://www.therai.org.uk/at/debate )
Author(s) -
Fischer Johan
Publication year - 2012
Publication title -
anthropology today
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.419
H-Index - 24
eISSN - 1467-8322
pISSN - 0268-540X
DOI - 10.1111/j.1467-8322.2012.00886.x
Subject(s) - state (computer science) , certification , position (finance) , interpretation (philosophy) , work (physics) , business , advertising , political science , law , engineering , computer science , mechanical engineering , finance , algorithm , programming language
In the rapidly expanding global market for halal products, Malaysia and Singapore hold a special position as the only two countries in the world where state bodies certify halal products, spaces (shops, factories and restaurants) as well as work processes. In these two countries and in shops all around the world, consumers can find state halal‐certified products that carry distinctive halal marks. This photographic essay explores the properties of halal marks in Malaysia and Singapore within a framework of visual systems and the conditions of their interpretation, relating the particular systems to the complexities of which they are a part. More specifically, I explore the visual systems of halal marks on products, advertisements, shops as well as restaurants.