ISLAMIC PERSPECTICE IN ADVERTISING Roles of advertising (dlm buku, ms 37-39)

Islamic perspective Foundation of Islamic perspective of communication ( Hussain 2009, pg 98)

( principles of Islamic communication based on the teaching of the Quran and Sunnah [ sayings n examples of Prophet Muhammad]) Examples of proper communication a. Communication of father to his son Luqman 31: 13-19 b. Communication of a son and his father Yusuf 12:4-6 The Sunnah a. Containing examples of the Prophets way of communication b. The content of his communication c. His advice and views of right and wrong behaviours to be followed by Muslim

THE DOs 1) Speak the truth 2:42 And do not mix the truth with falsehood or conceal the truth while you know [it]. -All advertising should have truthful message 2) Speak with knowledge 6:143 [They are] eight mates - of the sheep, two and of the goats, two. Say, "Is it the two males He has forbidden or the two females or that which the wombs of the two females contain? Inform me with knowledge, if you should be truthful." -convey your truthful advertising with knowledge (information/ evidence) 3) Strive to say things that are of high quality 17:53 And tell My servants to say that which is best. Indeed, Satan induces [dissension] among them. Indeed Satan is ever, to mankind, a clear enemy. -in advertising, say things that are of high quality 4) Do justice to your audience 6:152 And do not approach the orphan's property except in a way that is best until he reaches maturity. And give full measure and weight in justice. We do not charge any soul except

[with that within] its capacity. And when you testify, be just, even if [it concerns] a near relative. And the covenant of Allah fulfill. This has He instructed you that you may remember. - Advertising should convey message which are morally right and fair 5) Speak mildly even to the greatest sinner 20:43-44 - advertising should communicates to all types of audiences in a tactful (or sensitive) manner 6) speak in a moderate pace and tone 31:19 And be moderate in your pace and lower your voice; indeed, the most disagreeable of sounds is the voice of donkeys." - Use an average pace and volume when transmitting advertising messages 7) Communicate with wisdom and beautiful preaching 16:125 - Convey advertising messages with wisdom and beautiful preaching to the way of Allah s.w.t 8) Use the best argument 16:125 - Convey advertising messages in ways which are the best and most courteous tp achieve noble objectives 9) Tailor your speech according to your audiences level of intelligence Talk to people according to their level of intelligence (al-Bukhari) - Create advertising messages which meet the audiences level of intellegence 10) Make your speech easy to understand make it easy, dont make it difficult - Advertising messages should be easy to understand 11) Speak words of kindness 2:263 Kind speech and forgiveness are better than charity followed by injury. And Allah is Free of need and Forbearing. - Advertising messages should speak words of kindness 12) Speak direct to the point 33:73 - Advertising messages should be straightforward 13) Ask for Allah s.w.ts help when you want to do a different communication task 20:25-28

As Muslim, we should ask for Allahs help when we want to carry out difficult communication tasks even when advertising.

14) Practice what you preach 61:2-3 - Practice what you preach through advertising messages 15) dont backbite 104:1, 49:12 - do not speak ill of competitors when advertising 16) do not boast 31:18 And do not turn your cheek [in contempt] toward people and do not walk through the earth exultantly. Indeed, Allah does not like everyone self-deluded and boastful - Do not communicate with pride when advertising, be humble THE DONTs 1) Do not offend, laugh at and ridicule others 49: 11 O you who have believed, let not a people ridicule [another] people; perhaps they may be better than them; nor let women ridicule [other] women; perhaps they may be better than them. And do not insult one another and do not call each other by [offensive] nicknames. Wretched is the name of disobedience after [one's] faith. And whoever does not repent - then it is those who are the wrongdoers. - Do not offend, laugh at and ridicule others when advertising 2) Do not speak too loudly 49:2 O you who have believed, do not raise your voices above the voice of the Prophet or be loud to him in speech like the loudness of some of you to others, lest your deeds become worthless while you perceive not. - Communicates advertising messages using a moderate volume