The Reconstruction of The Modern Advertising Concept: An Islamic Law Perspective
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Abstract
Islam as a complete religion needs to offer a modern advertising concept to reconstruct the existing advertising concept, which tends to be value-free. It has the potential to hurt the consumer society. The purpose of this study is to reconstruct the concept of modern advertising using the perspective of Islamic law to serve as alternative guidance for more Islamic advertising practices. To achieve this goal, the author uses the methods of normative legal research with the conceptual approach. The results of this research conclude that the Islamic legal concept of advertising requires fulfillment of the elements and requirements of advertising contract (arkân wa syurūth al-i’lân) to ensure that the advertiser (al-mu'lin), the object advertised (al-mu'lân), the advertising media (wasîlah al-i'lân) and the recipient of the advertisement (al-mu'lan lahu) do not conflict with Sharia principles. A producer/ seller can deliver advertising on a product either directly or through advertising media. Advertising media can involve humans and/or other supporting facilities such as writing, posters/ pictures, and musical instruments. The contract underlines the advertising agreement between the sponsor and the advertising service provider to give authority with a wage system (wakâlah bi al-‘ujrah).
Islam sebagai agama paripurna perlu menawarkan konsep periklanan modern untuk merekonstruksi konsep periklanan yang selama ini cendrung bebas nilai sehingga berpotensi menimbulkan dampak negatif bagi masyarakat konsumen. Tujuan penelitian ini adalah untuk merekonstruksi konsep periklanan modern menggunakan perspektif hukum Islam untuk dijadikan sebagai pedoman alternatif praktik periklanan yang lebih islami. Untuk mencapai tujuan tersebut, penulis menggunakan metode penelitian hukum normatif dengan pendekatan konseptual. Dari hasil penelitian dapat disimpulkan bahwa suatu konsel hukum periklanan yang islami mensyaratkan terpenuhinya rukun dan syarat-syarat iklan untuk memastikan agar pengiklan (al-mu’lin), objek yang diiklankan (al-mu’lān), media iklan (wasîlah al-i’lān) dan penerima iklan (al-mu’lin lahu) tidak bertentangan dengan prinsip-prinsip syariah. Seorang produsen/ penjual dapat menyampaikan iklan suatu produk baik secara langsung atau melalui media periklanan. Penggunaan media iklan dapat melibatkan peran manusia dan/ atau sarana pendukung lainnya seperti tulisan, poster/ gambar, dan instrumen musik. Adapun akad yang mendasari perjanjian periklanan antara sponsor dengan penyedia jasa iklan adalah perjanjian pemberikan kuasa dengan sistem upah (wakālah bi al-‘ujrah).
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Abdullah, Ma’ruf. Manajemen Komunikasi Periklanan. Yogyakarta: Aswaja Pressindo, 2016.
Arens, William F. Contemporary Advertising. Illion: Homewood, 1986.
‘Asqalâni, Ibnu Hajar. Fathu al-Bârî Syarah Shahîh al-Bukhârî. Dâr al-Rayân, 1407H.
Burnett, John. Core Concept of Marketing. Switzerland: Licensed by Creative Commons Attribution, 2008.
‘Isâwî, Ahmad. Al-I’lân min Mandhūr Islâmî. Qatar: Silsilah Kitâb al-Ummah, 1420H.
Jaiz, Muhammad. Dasar-Dasar Periklanan. Yogyakarta: Graha Ilmu, 2014.
Joyce, T. What Do We Know About How Advertising Works? Vol. 2. London: Thompson Corporation, 1967.
Kanaidi, Kanaidi. Dasar-Dasar Periklanan: Daya Pikat Pesan Iklan dan Manfaat Ambient Media sebagai Terobosan dalam Beriklan. Bandung: Politeknik Pos Indonesia, 2011.
Kasali, Rhenald. Manajemen Perikanan: Konsep dan Aplikasinya di Indonesia. Jakarta: Pustaka Utama Grafiti, 1992.
Katsir, Ibnu. Tafsîr al-Qur’ân al-‘Adhîm, Jilid III. Riyadh: Dar Thayyibah, 1997.
Kertamukti, Rama. Strategi Kreatif Dalam Periklanan. Jakarta: Raja Grafindo Persada, 2015.
Mâjah, Ibnu. Sunan Ibnu Mâjah. Damaskus: Maktabah Ibnu Hajr, 2003.
Mandhūr, Ibnu. Lisân al-‘Arabi, Juz XIII. Beirut: Dâr Shâdir, t.t.
Muslim, Imam. Shahîh Muslim, Jilid II. Beirut: Dâr al-Kitab al-Ilmiyah, 2006.
Suhandang, Kustadi. Manajemen, Kiat dan Strategi Periklanan. Bandung: Penerbit Nuansa, 2010.
Thahân, Muhammad Jamîl. Dirâsat Iqtishâdiyh li al- I’lâni fî al-Iqtishâdi al-Islâmî. Makkah: Jâmi’ah Ummul Qurâ, 1995, 1995.
Tim Penyusun. Kamus Bahasa Indonesia. Jakarta: Penerbit Pusat Bahasa, 2008.
Zainal, Asikin, dan Amiruddin. Amiruddin. Pengantar metode penelitian Hukum. Jakarta: PT Raja Grafindo Persada, 2004.
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Bhasin, Hitesh. “Advertising theory.” accessed March 2, 2020. https://www.marketing91.com/advertising-theory/.
Krosschell, Kate. “Persuasion or Repetition? Advertising Theories in Media and Product Testing.” Accsessed July 8, 2019. https://imotions.com/blog/advertising-theories-in-media-and-product-testing.
Sihombing, Aventia. “Dampak dari Iklan di Televisi.” accessed April 20, 2020. http://adventiasihombing.blogspot.com/2011/11/dampak-dari-iklan-di-televisi.html.
Laws
Law of the Republic of Indonesia Number 32 of 2002 on Broadcasting.
Law of the Republic of Indonesia Number 8 of 1999 on the Protection of Consumer.
Law of the Republic of Indonesia Number 33 of 2014 on the Assurance of Halal Product.
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