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Description
In the past decade, Indonesian brands have shifted from using Western names to Arabic and Islamic religious terms. Since the 13th century, Arabic has been the primary language of Islam in Indonesia, primarily used for preaching. Recently, more companies have used Arabic names and Islamic terminology for national and local brands. These terms now focus on marketing appeal rather than spiritual values. Businesses often incorporate Islamic language into film titles, product branding, and marketing materials. This paper examines how brands utilize Islamic language and symbols in films and advertisements, explores the factors driving this trend, and assesses its impact on public understanding.
This research uses qualitative methods and primary data. Primary data was drawn from YouTube videos of religious films and product advertisements in Indonesia from 2020 to 2025. Data processing began with classifying patterns of Islamic religious language or symbol use in films and advertising. Factors behind this exploitation include the use of Islamic symbols and language to create a sense of community, appeal to religious identity, and foster emotional connections with audiences. Audiences are engaged through psychoanalytic, cinematographic, and cultural perspectives. The analysis employed an interpretive approach, beginning with restating the data, proceeding to description, and concluding with interpretation.
The results show that exploitation of Islamic religious language and symbols is common in religious film titles. These films often explore themes such as polygamy, religious romance, religious comedy, and religious horror. Product advertisements often employ such language for food, beverages, and daily essentials, particularly those targeted at women who wear the hijab. The shift from Western brand names to Arabic and Islamic terms is linked to the halal lifestyle and a stronger Islamic identity among Indonesian consumers, particularly the Muslim middle class.
Keywords: Language Exploitation, Islamic Religious Symbols, Film Media, Indonesian Product Advertisements.
| BIPA | BIPA and others |
|---|---|
| ASEAN | Sosiocultural |
| ART and CULTURAL | Thai and Indonesian Literature |
| Online / Onsite | onsite |
