IDEAS home Printed from https://ideas.repec.org/a/aes/icmbdj/v2y2016i1p100-108.html
   My bibliography  Save this article

Advertisement in the Muslim World: A Critical Analysis from the Islamic Perspective

Author

Listed:
  • Mohammed Abdur RAZZAQUE

    (UNSW Business School; University of New South Wales;)

Abstract

Islam is a complete code of life for Muslims all around the world representing a distinct socio-economic system. It is different from the free market system despite having some similarities to it. Many capitalist business practices that have traditionally been used by Muslim businesses have come under scrutiny and criticism in recent times by many Muslim scholars. One such area is ‘advertising’ which is often viewed as the life blood of contemporary market economy. The Quran, the Islamic holy book, does not prohibit advertising per se. Islam does not have any discernible conflict with the traditional communication and societal roles of advertising and acceptance of the AIDA model (i.e., getting Attention, holding Interest, arousing Desire and obtaining Action); but it does have very strong reservations about the contents of the ads, ad presentation and the way ads use photography, music, dance, nudity etc. From a strict Islamic perspective, ads must conform to the tenets and ethical standards outlined in the Quran and the Hadith, i.e., traditions of Prophet Muhammad (peace be upon him). However, the degree of adherence to these tenets by Muslims vary from country to country - not all Muslim countries are equally strict or liberal. For example, in ultra conservative Saudi Arabia or Iran women generally do not appear in ads; whereas in more liberal Turkey or Indonesia ads often portray playful female characters who often bare a similar amount of flesh as they do in the West. The purpose of this paper is to get a broad understanding of communication in general and advertising in particular from an Islamic perspective. It presents a general discussion on advertising practices in different Muslim countries and presents a critical analysis of those practices in the light of Quran and Hadith.

Suggested Citation

  • Mohammed Abdur RAZZAQUE, 2016. "Advertisement in the Muslim World: A Critical Analysis from the Islamic Perspective," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 2(1), pages 100-108, July.
  • Handle: RePEc:aes:icmbdj:v:2:y:2016:i:1:p:100-108
    as

    Download full text from publisher

    File URL: http://www.mbd.ase.ro/RePEc/aes/icmbdj/2016/ICMBD_V2_2016_36.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sood, James & Nasu, Yukio, 1995. "Religiosity and nationality : An exploratory study of their effect on consumer behavior in Japan and the United States," Journal of Business Research, Elsevier, vol. 34(1), pages 1-9, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Elliot, Statia & Papadopoulos, Nicolas, 2016. "Of products and tourism destinations: An integrative, cross-national study of place image," Journal of Business Research, Elsevier, vol. 69(3), pages 1157-1165.
    2. Silhouette-Dercourt, Virginie & de Lassus, Christel & Darpy, Denis, 2014. "How second-generation consumers choose where to shop: A cross-cultural semiotic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1059-1067.
    3. Selma Kadić-Maglajlić & Maja Arslanagić-Kalajdžić & Milena Micevski & Nina Michaelidou & Ekaterina Nemkova, 2017. "Controversial Advert Perceptions in SNS Advertising: The Role of Ethical Judgement and Religious Commitment," Journal of Business Ethics, Springer, vol. 141(2), pages 249-265, March.
    4. Bove, Liliana L. & Nagpal, Anish & Dorsett, Adlai David S., 2009. "Exploring the determinants of the frugal shopper," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 291-297.
    5. Martin, William C. & Bateman, Connie R., 2014. "Consumer religious commitment's influence on ecocentric attitudes and behavior," Journal of Business Research, Elsevier, vol. 67(2), pages 5-11.
    6. Ron Shachar & Tülin Erdem & Keisha M. Cutright & Gavan J. Fitzsimons, 2011. "Brands: The Opiate of the Nonreligious Masses?," Marketing Science, INFORMS, vol. 30(1), pages 92-110, 01-02.
    7. Sarah Drakopoulou Dodd & Paul Timothy Seaman, 1998. "Religion and Enterprise: An Introductory Exploration," Entrepreneurship Theory and Practice, , vol. 23(1), pages 71-86, October.
    8. Kchirid, Mustapha & Tarbalouti, Essaid & Elgraa, Mohamed, 2013. "Le comportement du musulman en matière de crédit à intérêt face à la contrainte religieuse [The behavior of the Muslim regarding credit with interest in front of the religious constraint]," MPRA Paper 56171, University Library of Munich, Germany.
    9. Mohsina Fatema* & Md. Aminul Islam & Rosni Bakar, 2018. "Halal Purchase Intention- A Study on Islamic Banks of Bangladesh," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 4(12), pages 402-412, 12-2018.
    10. Hajime Kamiyama & Kenichi Kashiwagi, 2019. "Factors affecting customers’ continued intentions to use Islamic banks," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 24(3), pages 59-68, December.
    11. Geri Wijnen & Astrid Kemperman & Ingrid Janssen, 2011. "Shopping behaviour and attribute evaluation of expatriates - a cross-cultural study," ERES eres2011_70, European Real Estate Society (ERES).
    12. Didem Kurt & Ahmet C. Kurt, 2021. "Religion and informational influence: Evidence from individual tax behavior in the U.S," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(3), pages 821-846, September.
    13. Krist Swimberghe & Dheeraj Sharma & Laura Flurry, 2011. "Does a Consumer’s Religion Really Matter in the Buyer–Seller Dyad? An Empirical Study Examining the Relationship Between Consumer Religious Commitment, Christian Conservatism and the Ethical Judgment ," Journal of Business Ethics, Springer, vol. 102(4), pages 581-598, September.
    14. Ramendra Singh, 2018. "Money, religiosity, and spiritual well-being: does it impact consumers’ ethical beliefs? Evidence from India," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 45(3), pages 259-269, September.
    15. Stillman, Tyler F. & Fincham, Frank D. & Vohs, Kathleen D. & Lambert, Nathaniel M. & Phillips, Christa A., 2012. "The material and immaterial in conflict: Spirituality reduces conspicuous consumption," Journal of Economic Psychology, Elsevier, vol. 33(1), pages 1-7.
    16. Hasan, Iftekhar & Noth, Felix & Tonzer, Lena, 2019. "Thou shalt not bear false witness against your customers: Cultural norms and the Volkswagen scandal," IWH Discussion Papers 21/2019, Halle Institute for Economic Research (IWH).
    17. Mahfuzur Rahman & Mohamed Albaity & Billah Maruf, 2017. "The Role of Religiosity on the Relationship Between Materialism and Fashion Clothing Consumption Among Malaysian Generation Y Consumers," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 132(2), pages 757-783, June.
    18. Duman, Sumeyra & Ozgen, Ozge, 2018. "Willingness to punish and reward brands associated to a political ideology (BAPI)," Journal of Business Research, Elsevier, vol. 86(C), pages 468-478.
    19. Munazza Saeed & Ilhaamie Binti Abdul Ghani Azmi, 2016. "Brand Switching Behaviour of Muslim Consumers: Development of a Conceptual Model," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 5(4), pages 31-39, July.
    20. Juan Camilo Mejía & Rafael Currás-Pérez & Carlos Manuel Córdoba-Segovia, 2021. "Influencia de la religiosidad, la norma subjetiva y la efectividad percibida del consumidor en el consumo socialmente responsable," Revista CEA, Instituto Tecnológico Metropolitano, vol. 7(14), July.

    More about this item

    Keywords

    Islam; Advertisement; Ethics; Muslim consumers;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:icmbdj:v:2:y:2016:i:1:p:100-108. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.