Open AccessSemiotika Komersialisasi Islam: Analisis Produk Iklan “Resik V Keluarga Sakinah” di Televisi
Author(s) -
Kolik Koirudin,
Sri Kusumo Habsari,
Deny Tri Ardianto
Publication year - 2020
Publication title -
jurnal komunikasi islam
Language(s) - English
Resource type - Journals
eISSN - 2655-5212
pISSN - 2088-6314
DOI - 10.15642/jki.2020.10.1.46-63
Subject(s) - islam , semiotics , meaning (existential) , obedience , sharia , narrative , advertising , sociology , religious studies , art , theology , literature , philosophy , psychology , social psychology , linguistics , epistemology , business
This article aims to analyse the meaning of the construction of Islam in the "Resik V” advertisement of the "Sakinah Family" version on television. There are two research questions raised as a focus of the study, namely the reason why the producer of "Resik V" Ad does "Islamisation" the product? How does "Resik V" Ad put the narratives and codes of Islam on this product? Using Roland Barthes's semiotic analysis, the results of this study found that, first, “Resik V“ advertising was the result of the construction marketing strategy which provided an illusion and adaptation in order to be accepted by Muslim consumers. Second, the narration and co-de of Islam within Ad product was a commodification of religion since the main key for the sakinah family mainly because of faith and obedience to Allah Swt, and not merely maintaining the cleanliness and firmness of the female sex organs.