Analisis Iklan Bulan Ramadhan Perspektif Advertising and Branding (Studi Kasus Iklan Im3, Axis dan XL)

Rahmatullah, Ridho and Toni, Hariya and Putra, Robby Aditya (2020) Analisis Iklan Bulan Ramadhan Perspektif Advertising and Branding (Studi Kasus Iklan Im3, Axis dan XL). Jurnal Al-I'Lam Jurnal Komunikasi dan Penyiaran Islam, 04 (01). pp. 57-65. ISSN 2598-8883

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Official URL: https://journal.ummat.ac.id/index.php/jail/article...

Abstract

Logically, the advertiser's goal of advertising its products is so that the community is "brand-aware" and increases the sales statistics for these products. For this purpose, the company is launching creative ideas so that people are interested. In the month of Ramadan advertisers flock to Islamic themes. Unfortunately, creativity is often excessive. Whereas in the Broadcasting Law, it is stated that the obligation of business actors to advertise their products is to educate the nation and create a society that believes. From the description above, how are the Im3, Axis and XL advertisements in the month of Ramadan when viewed from the perspective of advertising and branding? To explain this problem, the theory used in this paper is the advertising and branding theory of David Aaker. After observing, im3, axis and Xl ads in Ramadan tend to commodify the attributes of Islam for money. They use Islamic attributes, to double profits. This is done without regard to the continuity of the aspect of the da’wa

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