Introduction

This paper introduces Islam as a religion bearing broad features that

encompass not only the rituals and prayers but also it has its strong influence over
the day to day human activity. It provides its followers with complete code of life.
Thus, Islam is regarded as a complete religion and it has a significant impact on the
lives of the followers of the religion i.e. Muslims.
International advertising standardization is a difficult and irrational because
of varying culture from one geographic region to another. However, the states with
similar characteristics can be grouped where advertising objectives, positioning and
the main advertising theme can be standardized, for which decisions tend to be
made at headquarters (HQ). The decision making regarding advertisement for
subsidiaries in different countries depends upon their level independence. If the
Muslim countries are taken as subject, there certain parameter where a
standardized advertisement can be applied while there are many others for which
certain adaptation in the advertisements is required.

Objective of the study

The purpose of this article is to present a managerial decision-making
framework that relates Islamic values to the implications for advertising.

Methodology
1. It is a qualitative research
2. It is an exploratory research. (Other types: Phenomenological, ethnographic)

Data collection
1. Method: Artifacts, Surveys.

Data Analysis

Making themes of the key facts and analyzing the themes.

Coding method is NOT used.

Key Findings
The Quran does not prohibit advertising and indeed, advertising is used to promote
the Islamic faith. Thus, the discussion of advertisement can be organized according
to four cultural dimensions: relationships with people, time orientation, human
nature orientation (self-concept), and activity orientation.

Relationships with People

Communication style
Advertisers should strive for excellence as an end in itself, in addition to
communicating truthfully about products and services. Advertisers should note that
exaggeration is regarded as a form of lying, whether exaggeration is by metaphor
or by embellishing a description. Thus, they should strive for excellence in the
design of advertising messages. For the purpose, Islamic phraseology can be used,
but with care.

Honesty of communication
Avoid exaggeration and deception.

Appreciation of diversity of human race

Include in advertisements diversity in terms of ethnic groups and dress (traditional
versus Western). Use caution with religious symbols in advertising, Islamic or
otherwise.

Justice and fairness

Avoid comparative advertisements, especially those referring to a competing brand
by name.

Role of women
Recognize in advertisements the positive contributions made by women not only to
the family, but to the workplace and society as a whole.

Time orientation
Time orientation concerns a cultures perspective on the temporal aspects of human
life such as the attitude towards tradition and the past, the degree to which people
accept the present situation for what it is, and the extent of planning for the future.
Consumption behavior and the extent of materialism in a society is a reflection of
time orientation because it can indicate whether people are focused relatively more
on a this-worldly life or on an after-life.

Consumption behavior
In instrumental materialism, objects are valued for their ability to aid the doing of
some activity. In terminal materialism, however, the objects are valued as ends in
themselves and possession is sought simply for the sake of having the objects. From
an Islamic perspective, instrumental materialism is acceptable but terminal
materialism is not. Therefore, it can be interpreted that advertising of luxury
products is acceptable, especially in wealthier nations.
In Islam, social responsibility is preferred to conspicuous consumption and profitseeking. Appeals to household economy and the opportunity to save are frequent.
Therefore, the advertisements bearing appeal to social responsibility and household
economy are successful. Further, there are significant opportunities in Islamic
societies for cause-related marketing.

Advertising appeals that include recognition of the importance of education and

science work well with many Muslim consumers. Use scientific appeals in
advertising where possible. Refer to Muslims scientific heritage from Medieval Age.

Human Nature Orientation

Modesty:
Opportunities for considerable variation in the modesty of dress in advertisements,
depending on the general level of conservatism in a country. Nevertheless, on the
whole, use more modest approaches than those used in the non-Islamic world.
1. Modesty in Gender proportion (Show females in advertisement as and when
required and Recognize in advertisements the positive contributions made by
women not only to the family, but to the workplace and society as a whole.).
2. Modesty in appearance (The appearance of the person in advertisement
should be in conformance with Islamic conjunctions).
3. No sex appeal and prestige (The advertisement should not promote sex
appeal or a sense of pride if the product being advertised is used).
4. Modesty in promotion (Avoid comparative advertisements, especially those
referring to a competing brand by name).

Activity Orientation
This describes the nature of relationship that should exist between human beings
and nature. A care for environment and health should be promoted and observed in
any activity. Thus such advertisement are to be promoted that stresses
environmental friendliness, cleanliness, and good health. Further, it should
emphasize halal (religiously permissible) for meat and food ingredients of animal
origin.

Conclusion
The illustration of Islamic countries shows that advertisement in these
countries is not . There are undoubtedly various consumer segments that can
be identified using religiosity as the base for segmentation. These segments
can be found both within and across Middle Eastern countries. The segments
may be drawn on a continuum from less conservative (focusing on the
desired and the pragmatic) to more conservative or Islam-dominant
(emphasizing the desirable or the ideal). Also, even non-practicing Muslims
often have a strong Islamic identity and would be attracted by Islamically
oriented appeals. Collectivists (and Muslim societies are collectivist rather
than individualist) can handle more discrepancy between attitude and
behavior than can individualists. Harnessing the sometimes conflicting forces
of tradition and exploration, which emerged as key emotional streams from a
Saudi Arabian study, is therefore a strong challenge for advertisers, not just
in Saudi Arabia, but across the entire Middle East region. The Merlin research
agency recommends that there is an opportunity for branding but not for

force-fitting American or global imagery to a market that has a deep-seated

confidence in the superiority of its own culture and society.

Similarity with Pakistan

The culture of Egypt is found much similar to Pakistan on the stated facts. The major
similarities include:
1. Before the creation of Pakistan, India and Pakistan were combined and were
called as sub-continent. The people residing in this area, irrespective of their
religion share certain culture. This relaxes MNCs for making a standardized
advertisement for the subcontinent as a whole. We can see the standardized
advertisements of Life buoy, Loreal, Lux, and Nestle that these MNCs have
created for the subcontinent as a whole.
2. Pakistan is becoming a blend of Islamic and western values. This means we
are not neglecting the Islamic values but we are also get fascinated with the
western values. This blend along with conspicuous consumption (prohibited in
Islam) prevalent in the country has provided room for the MNCs to
standardize their advertisements at many levels provided that obscenity is
not much obviously shown. We can see the dancing girls in the
advertisements. This is significant in the mobile advertisements, and
advertisements of the product that require glamour. Females with partly
uncovered body is much visible in the contemporary advertisements,
especially in the advertisements of beauty soaps and creams. These all are
beyond the concept of modesty and role of women.
3. Brand competition lies in our advertisement. We can see the brand war in
the advertisements of telecom companies and detergents.

Future Research
Further research into the relationship between religious values and the
response to advertising could benefit international advertisers targeting the growing
Muslim consumer market, not just in the Middle East, but also in Asia and
elsewhere.