Commodification Of Islamic Values In The Ads Of "Hijab Fresh" Body Lotion

Asla Eva Setya, Ni Made Ras Amanda Gelgel, Ade Devia Pradipta

Abstract


The development of the advertising world often follows the development of society. The close relationship between human and their religion is one of the factors that influence the packaging and advertising of products and then is wrapped in religious values. Changes and additions to the value of products with values that increase the selling power of the product are called commodification expressed by Mosco. One product advertisement with the commodification of religious values is a fresh hijab body lotion advertisement. This paper will describe how the process of commodification in advertisements through the symbols in the ad. This study is a qualitative study using Peirce's semiotic analysis. The process of commodification occurs through the shifting of the message and the impression given is seen from the clothing used by actors in advertisements, the behavior of actors in accordance with Islamic teachings and messages with words that reinforce advertisements in the form of audio or written on packaging and advertisements in mass media. So through this advertisement it is learned that religious values are often commodified to increase the sale value of a product through the symbols in its advertisements.


Keywords


Fresh Hijab; Advertisement; Commodification; Religious Values.

Full Text:

PDF

References


Alim, M. (2006). Pendidikan agama Islam : upaya pembentukan pemikiran dan kepribadian muslim (D. Wijaksana (ed.); 1st ed., Vol. 1). Bandung: Remaja Rosdakarya.

Azizah, N., & Kurniawati, Y. (2013). Tingkat Keterampilan Berbicara Ditinjau Dari Metode Bermain Peran Pada Anak Usia 5-6 Tahun. Indonesian Journal of Early Childhood Education Studies, 2 (2), 50–57. https://doi.org/10.15294/ijeces.v2i2.9241.

Budiman, K. (2011). Semiotika Visual: Konsep, Isu, dan Problem Ikonisitas (1st ed., Vol. 1). Yogyakarta: Jalasutra.

Bungin, B. (2007). Penelitian kualitatif : Komunikasi, ekonomi, kebijakan publik, dan ilmu sosial lainnya (D. A. Riyadi (ed.); 2nd ed., Vol. 8). Yogyakarta: Kencana.

Danesi, M. (2010). Pengantar Memahami Semiotika Media (1st ed., Vol. 1). Yogyakarta: Jalasutra.

Darmaprawira, S. W. (2008, April 22). Warna: teori dan kreativitas penggunaannya. Koleksi Buku UPT Perpustakaan Universitas Negeri Malang.

Eco, U. (1979). A Theory of Semiotics (1st ed., Vol. 1). Indiana Univesity Press.

Fakhruroji, M. (2014). Komodifikasi Agama Sebagai Masalah Dakwah. Jurnal Ilmu Dakwah, 5(16), 1. https://doi.org/10.15575/jid.v5i16.352.

Fealy, G., & White, S. (2008). Expressing Islam: Religious Life and Politics in Indonesia (A. Grant (ed.); 1st ed., Vol. 1). Singapore: Seng Lee Press Pte LTd.

Habermas, J. (2015, August 17). Habermas receives Kluge Prize. Goethe University Frankfurt.

https://www.eurekalert.org/pub_releases/2015-08/guf-hrk081715.php.

Hayuningrat, P. S. (2010). Media Literacy Khalayak Dewasa Dini Pada Tayangan Reality Show Di Televisi (Studi Kasus Pada Khalayak Reality Show Orang Ketiga). http://lib.ui.ac.id/file?file=digital/132913-SK 0012010 Hay m - Media literacy - Abstrak.pdf

Hidayat, D. N. (2002). Metodologi Penelitian dalam Sebuah “Multi-Paradigm Science.” Mediator: Jurnal Komunikasi, 3(2), 197–220. https://doi.org/10.29313/MEDIATOR.V3I2.766.

Ibrahim, I. S., & Akhmad, B. A. (2014). Komunikasi dan Komodifikasi: Mengkaji Media dan Budaya dalam Dinamika. In A. H (Ed.), in Pustaka Obor (1st ed., Vol. 1). Yogyakarta:Pustaka Obor.

Indriyani, P. I. (2016). Komodifikasi Hijab Dalam Iklan Sampo Sunsilk Clean And Fresh Di Televisi SKRIPSI Diajukan kepada Fakultas Dakwah dan Komunikasi Universitas Islam Negeri Sunan Kalijaga Yogyakarta Untuk Memenuhi Sebagian Syarat-syarat Memperoleh Gelar Sarjana Strata 1 Disu [UIN SUKA].

Kamim, A. B. M. (2017, November 20). Bertahan di Tengah Guncangan Komodifikasi Agama. https://jmf.fisipol.ugm.ac.id/2017/11/bertahan-di-tengah-guncangan-komodifikasi-agama/.

Kriyantono, R. (2006). Teknik Praktis Riset komunikasi (1st ed., Vol. 1). Yogyakarta: Kencana.

Kurniawan, D. (2018). Komunikasi Model Laswell Dan Stimulus-Organism-Response Dalam Mewujudkan Pembelajaran Menyenangkan. Jurnal Komunikasi Pendidikan, 2(1), 68. https://doi.org/10.32585/jkp.v2i1.65.

Liliweri, A. (2015). Komunikasi Antar Personal (1st ed., Vol. 1). Jakarta: Prenadamedia Group.

Lukitaningsih, A. (2013). Iklan Yang Efektif Sebagai Strategi Komunikasi Pemasaran. Jurnal Ekonomi Dan Kewirausahaan, 13(2), 116–129.

Moleong, L. J. (2017). Metodologi Penelitian Kualitatif (Edisi Revisi). In Remaja Rosda Karya (37th ed., Vol. 1). Bandung: Remaja Rosdakarya. https://doi.org/10.1016/j.carbpol.2013.02.055.

Mosco, V. (2009). The Political Economy of Communication (1st ed.). New York: SAGE Publications Ltd.

Murtadho, A. (2016). Economica : jurnal pemikiran dan penelitian ekonomi Islam. Economica: Jurnal Ekonomi Islam, 7(2), 1–26. https://doi.org/http://dx.doi.org/10.21580/economica.2016.7.2.1153.

Noor, W. (2014). Rekonstruksi Pendidikan Agama Islam. Jurnal Qathrunâ, 1(1), 40–59. https://core.ac.uk/download/pdf/267961699.pdf.

Pawito. (2008). Penelitian Komunikasi Kualitatif. In Buku (1st ed., Vol. 1, Issue 2). Yogyakarta: LKiS.

Piliang, Y. A. (2012). Semiotika dan hipersemiotika : kode, gaya & matinya makna (4th ed., Vol. 1). Jakarta: Matahari.

Riana, G. V. (2014). Komodifikasi Nilai Agama Dalam Iklan Televisi (Studi Analisis Semiotik Komodifikasi Nilai Agama Terhadap Iklan Larutan Cap Kaki Tiga). http://digilib.uin-suka.ac.id/13789/1/BAB I, IV, DAFTAR PUSTAKA.pdf.

Sobur, A. (2001). Analisis Teks Media: Suatu Pengantar untuk Analisis Wacana, Analisis Semiotik, dan Analisis Framing (1st ed., Vol. 1). Bandung: Remaja Rosdakarya.

Sobur, A. (2003). Semiotika Komunikasi (1st ed., Vol. 1). Bandung: Remaja Rosdakarya.

Sugiyono. (2008). Metode penelitian pendidikan : (pendekatan kuantitatif, kualitatif dan R & D). Bandung: Alfabeta.

Vera, N. (2014). Semiotika dalam Riset Komunikasi (R. Sikumbang (ed.); 1st ed., Vol. 1). Semarang: Ghalia.

Wahidah, F. (2015). Komodifikasi Nilai Agama Dalam Iklan Televisi (Studi Analisis Semiotik pada Iklan Wardah). http://eprints.walisongo.ac.id/4778/1/101211051.pdf.

Wibowo, I. seto W. (2013). Semiotika Komunikasi:Aplikasi Pratik bagi penelitian dan Skripsi Komunikasi (1st ed.). Mitra Wacana Media.




DOI: https://doi.org/10.18326/inject.v5i1.73-96

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.