Rulli Nasrullah(1*)

(1) Fakultas Ilmu Dakwah dan Ilmu Komunikasi UIN Syarif Hidayatullah Jakarta
(*) Corresponding Author


Muslim Fashion has transformed to be cultural industry profitable financially. The flourish of Muslim
fashion producers certainly needs business strategy to promote the products. Advertisement becomes
one of promotional tools that can communicate product excellence. Moreover advertisement in mass
media gives space for producer to visualize image of product wanted especially when the advertisement
is promoted in Muslim mass media. In semiotic tradition, advertisement does not only communicate
product for sale but it has ideology constructed by both advertiser and advertising company in order to
establish in consumers’ thought including Muslim fashion that is no longer clothes for covering body in
accordance with Islamic syariah. Narrative semiotics can be understood as effort of recounting or reread
a subject from overall text or message to view narrative or plot from signs in this case, it is advertisement.
Advertisement basically is assumed as a narrative that tells certain meanings therefore advertisement is
created also published through media in order to influence readers. In Greimas’ opinion, advertisement
is considered as text that has actant that becomes model or subject organizing plot in a text as destinator/
sender, receiver, subject, object and also adjuvant even traitor/resistor. By using Greimasian semiotic,
this research reveals latent meaning inside Muslim fashion advertisement that shows Muslim fashion
produced by Muslim house especially ZeaTM Zenura brand basically not only just communicating Muslim
fashion advertisement but also constructing myths that the fashion is Muslim fashion for family and very
suitable to wear in special events such as Muslim celebration day, Idul Fitri 1433 H


Greimas’ semiotic, Muslim fashion, Advertisement, Image, Brand

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