Analysis of Religious Advertisement Unilever Indonesia on Ramadan Edition 1446 H: an Islamic Advertising Perspective
Keywords:
Religious Advertisement, Unilever, Islamic AdvertisingAbstract
This study explores Unilever Indonesia's Ramadan 1446 H advertisement titled "Ramadan Bersama Sekar: Udah Waktunya Jadi Lebih", which utilizes themes of togetherness, empathy, and kindness to connect emotionally with Muslim consumers during the holy month. As a country with a majority Muslim population, Indonesia must critically assess marketing strategies that incorporate Islamic elements to ensure alignment with Islamic values. Using a qualitative content analysis approach, the study finds that the advertisement subtly promotes the product without overt persuasion, instead highlighting its benefits through narrative. The ad reflects Islamic advertising principles such as honesty, ethical presentation, and modesty, portraying characters in appropriate dress and emphasizing values like patience, sincerity, and self-improvement. Overall, the advertisement is considered a positive example of how commercial content can ethically and effectively integrate Islamic values.
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