Halal advertising on youtube: A case study of fast food brands in Malaysia

Abstract

The Halal concept is one of the most important concepts in terms of Muslim societies. They guide their lives according to this line. They determine the standards of their lives and daily life activities according to it. This situation also plays a significant role in the consumption of goods and services and the process of purchasing. Emerging technology and the changing world have provided many Halal products and services. Growing Muslim populations have manufacturers to produce this type of product development. Increasing consumer satisfaction levels over time and rapidly changing preferences, product variety and development, fashion and similar factors have enabled Halal products and services to exist in different forms in the market. It represents not only a brand element or religious phenomenon but also is a symbol of life and culture. Like every symbol used in everyday life, Halal, and Islamic symbols can turn into an object that becomes desire commodity and can lose its meaning. This paper addressed and analyzed the advertising content in terms of Halal advertising and Islamic Advertising through YouTube ads. Besides that, the frequencies of major fast-food brand’s (KFC, Burger King, McDonald’s, Subway) were identified. Methodologically, the paper utilized both qualitative and quantitative approaches. The literature reviews the contents of the advertising text were analyzed. Also, the signs used in advertising were investigated in this study. The findings showed that the advertising content appeared to be consistent with each other. Also, the Halal emphasis in advertising differs according to brands.