Exploring cultural differences in processing visual communication design on Islamic commodification in advertising

Exploring cultural differences in processing visual communication design on Islamic commodification in advertising

Visual communication design is a necessity in advertising. However, it carries differentinterpretations by different audiences. Therefore, this study was conducted to discoverIslamic commodification signs on advertisements, with attempts to understand the meanings of thosesigns, and to investigate t...

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Main Author: Mohd Fauzi Harun
Format: thesis
Language:eng
Published: 2021
Subjects:
HF Commerce
Online Access:https://ir.upsi.edu.my/detailsg.php?det=6870
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institution Universiti Pendidikan Sultan Idris
collection UPSI Digital Repository
language eng
topic HF Commerce
spellingShingle HF Commerce
Mohd Fauzi Harun
Exploring cultural differences in processing visual communication design on Islamic commodification in advertising
description Visual communication design is a necessity in advertising. However, it carries differentinterpretations by different audiences. Therefore, this study was conducted to discoverIslamic commodification signs on advertisements, with attempts to understand the meanings of thosesigns, and to investigate their effects of semantic noise interpretations of themessages. This studys meaning-making framework adapted two important theories in the visual field symbolic interactionism and communication model. This study began with a content analysis ofseven billboards and continued with semi-structured interviews to get in- depth feedbacks froma maximum variation purposive sampling of 12 informants. Practitioners of visualcommunication field like art director and graphic designer, lecturer, and student from the samefield were also involved. This studys qualitative analysis was coded by three main themes usingthematic analysis in Atlas.ti namely the commodification sign, sign meaning and noise effects. Thesubsequent analysis used symbolic interactionism theory in describing the result. Islamic elementswere indeed present in most of the ads, often in images and texts as emotional interplays ofinterpretations with many other forms of symbolism, intuition and even imagination insymbolic perception. The existence of Islamic symbols is transformed into a commercial entity thatis used to enhance the effectiveness of advertising and causes communication noise aconfusion that affects the recipient's understanding of the actual message; especially tonon-Muslims. Consequently, it allows the real meaning to be changed even though it is significantto the targeted group of Malay- Muslims. Overall, these ads should be emphasizing on theproduct-type, functions, and benefits over everything else, to avoid exaggeration andmisrepresentation of the products or the religion itself, made by the multi-racial audiences as thereceivers. The findings are clearly significant to marketers or advertisers wherebyalthough cultural elements are significantly important in advertising, the understanding ofsymbol appropriateness within the communication element is required.Keywords: Advertising, Islamic Commodification, Visual Communication, Culture,Symbolic Interactionism
format thesis
qualification_name
qualification_level Doctorate
author Mohd Fauzi Harun
author_facet Mohd Fauzi Harun
author_sort Mohd Fauzi Harun
title Exploring cultural differences in processing visual communication design on Islamic commodification in advertising
title_short Exploring cultural differences in processing visual communication design on Islamic commodification in advertising
title_full Exploring cultural differences in processing visual communication design on Islamic commodification in advertising
title_fullStr Exploring cultural differences in processing visual communication design on Islamic commodification in advertising
title_full_unstemmed Exploring cultural differences in processing visual communication design on Islamic commodification in advertising
title_sort exploring cultural differences in processing visual communication design on islamic commodification in advertising
granting_institution Universiti Pendidikan Sultan Idris
granting_department Fakulti Seni, Komputeran dan Industri Kreatif
publishDate 2021
url https://ir.upsi.edu.my/detailsg.php?det=6870
_version_ 1747833323762221056
spelling oai:ir.upsi.edu.my:68702022-03-09 Exploring cultural differences in processing visual communication design on Islamic commodification in advertising 2021 Mohd Fauzi Harun HF Commerce Visual communication design is a necessity in advertising. However, it carries differentinterpretations by different audiences. Therefore, this study was conducted to discoverIslamic commodification signs on advertisements, with attempts to understand the meanings of thosesigns, and to investigate their effects of semantic noise interpretations of themessages. This studys meaning-making framework adapted two important theories in the visual field symbolic interactionism and communication model. This study began with a content analysis ofseven billboards and continued with semi-structured interviews to get in- depth feedbacks froma maximum variation purposive sampling of 12 informants. Practitioners of visualcommunication field like art director and graphic designer, lecturer, and student from the samefield were also involved. This studys qualitative analysis was coded by three main themes usingthematic analysis in Atlas.ti namely the commodification sign, sign meaning and noise effects. Thesubsequent analysis used symbolic interactionism theory in describing the result. Islamic elementswere indeed present in most of the ads, often in images and texts as emotional interplays ofinterpretations with many other forms of symbolism, intuition and even imagination insymbolic perception. The existence of Islamic symbols is transformed into a commercial entity thatis used to enhance the effectiveness of advertising and causes communication noise aconfusion that affects the recipient's understanding of the actual message; especially tonon-Muslims. Consequently, it allows the real meaning to be changed even though it is significantto the targeted group of Malay- Muslims. Overall, these ads should be emphasizing on theproduct-type, functions, and benefits over everything else, to avoid exaggeration andmisrepresentation of the products or the religion itself, made by the multi-racial audiences as thereceivers. The findings are clearly significant to marketers or advertisers wherebyalthough cultural elements are significantly important in advertising, the understanding ofsymbol appropriateness within the communication element is required.Keywords: Advertising, Islamic Commodification, Visual Communication, Culture,Symbolic Interactionism 2021 thesis https://ir.upsi.edu.my/detailsg.php?det=6870 https://ir.upsi.edu.my/detailsg.php?det=6870 text eng closedAccess Doctoral Universiti Pendidikan Sultan Idris Fakulti Seni, Komputeran dan Industri Kreatif Abdullah, M.A., & Abdullah, R., (2010). Peruntukan undang-undang aurat dan pakaian sopan menurutbidang kuasa majlis perbandaran Kota Bharu - bandar raya Islam: Satu huraian. 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