1
2
3
TABLE OF CONTENTS 1 Objectives
4
2 The Inevitable need
6
3 Sharia'a Tips
11
4 Themes, Schemes, and Sources
17
5 Exhibits of Themes
22
4
OBJECTIVES
5
1. Objectives 1.1. To define the need of a new pitch call based on Islamic Principles. 1.2. To suggest Sharia'a tips for Advertising services.
1.3. To introduce effective and result oriented "Themes" and its sources. 1.4. To present a few sample displays developed on Islamic Themes. 6
THE INEVITABLE NEED
7
2. The Inevitable need: 2.1. Why a new pitch call? That too an Islamic one is being asked for. As an answer to the question we may say: ď ś Mad race for material development and progress has polluted our air, food, drinks, clothing, and all human consumptions. Noise pollution has threatened our listening tolerance. ď ś Above all, we have now become prey to visual pollution lethal to our mental health, human values faith, belief, character and culture. 8
On the roads, our eye-sight cannot escape the visual invasion through hoardings. The greed for material progress has brooked no limits. Instigations through the messages are fatal:
Want license not liberty-A common claim Might is right - Get by hook or by crook Survival for the fittest - Rule of the game Billionaire over night - My ambition Lavish and luxurious life style - My legitimate right Lust for thrill, suspense, and glamour and much more... 9
2.2. There are many other factors of deterioration in our society but commercial advertising has played a pivotal role in this regard. The messages through hoardings carry lasting and effective impressions on the mind of the beholders. The contents of the messages have caused massive destruction. ď ś There is an immense need to review the messages on hoardings. Positive and constructive approach is the order of the day. ď ś The need to propagate moral values and develop civic sense is inevitable.
10
2.3. For a u-turn a new pitch call is deemed a-must. ď ś We need to take guidance from Islam - the complete code of life, applicable globally for all the times to come, for everyone, till the last human being on the earth to come.
11
SHARIA'A TIPS
12
3. Sharia'a Tips: 3.1 Do not initiate an artificial demand. Create a real demand for consumption. 3.2 For competition - Remember there is enough for everyone in this universe. The treasures of Allah Subhanahu wa Ta'ala are big and great enough to be borderless. 3.3 Neither hurt nor harass your competitors. Don't compel your competitor to incur in-exorbitant expense to stay in competition.
13
3.4 Don't exaggerate in telling your product properties and don't play with stats and misguide for misinterpretation. There is no need to lie. No ambiguity will help. Be truthful and crystal clear, so that you may reap the results of abundance of profit (rizq) and Barakah in business. 3.5 Don't over invest in advertising. Rationalize and Justify your investment in business promotion. The advertising expenses must be scanned as per Sharia'a parameters and filters.
14
3.6 Haraam Products must neither be produced nor be advertised. Allah has forbidden us to join hands and to be instrumental to activities prohibited by Sharia'a - This disobedience is termed as sin. 3.7 Mix gatherings and meetings in privacy of non-mehram are not allowed at all.
15
3.8 The usage of female-model is humiliation in respect, honour, and grace granted to women by Islam. It distracts the audience from product. Focuses their attention to models only. Products are overlooked. 3.9 Focus on product/service or message not models or promoters.
16
3.10 Allah Subhanahu wa Ta'ala says: "And indeed we have honoured the children of Adam,and We have carried them on land and sea, and have provided them with 'Attayyibaat' (Lawful good things), and have preferred them above many of those whom We have created with marked preferment." (Surah Al-Isra: 17)
Human beings is the super creation of Allah Subhanahu wa ta'ala, above all creatures. Therefore, the use of a body (men or women) for the promotion of product is against the honour and stature of human beings, and cannot be presented as inferior supplements. 17
THEMES, SCHEMES, AND SOURCES
18
4. Themes, Schemes, and Sources: 4.1 Theme and scheme are two vital aspects of advertising. 4.2 After selecting a theme as a base of central idea, a chain of ideas for presentations are developed with a continued feel of theme in each display. Through media and hoarding these are presented to audience to communicate message and stir an urge of demand to buy the brand. The schemes are marketing and promotional techniques to increase sales by offering buyer benefits.
19
4.3 A theme based on sources of Islamic teachings: Quran, Hadith, Isamic History, heritage, culture and jurisprudence, developed aesthetically with high-value creative and innovative skills equipped with top-class professional copyrighting and design with out-standing graphic support would definitely be well received by the consumers. The impact would be positive and pollution free. Shall make things go green. 4.4 This will help promote human values, and accelerate achieve human excellence through advertisements hoarding messages.
20
4.5 We can develop and promote civic sense through hoardings. 4.6 We can serve community causes through well- designed hoarding displays. And most importantly!!!! In an Islamic society we shall be able to develop Sharia'a compliant systems. Many chapters of Islamic history witnessed the fact that Sharia'a had never curbed human excellence through creativity and innovation with sky as limit.
21
Today non-believers excelling in their imaginary productions based on events and facts theories and philosophies enunciated by Islamic sources of knowledge. We the believers can also reap the benefits. Can we? Yes we can! Insha Allah!
22
EXHIBITS OF THEMES Exhibit no. 5.1 Public awareness - Community service messages (8) Exhibit no. 5.2 Products - Stationery Items (1) Exhibit no. 5.3 Products - Food Items (3) Exhibit no. 5.4 Themes Sources - Quranic Verses (3) Exhibit no. 5.5 Pieces of work by brothers abroad (9)
23
Exhibit no. 5.1 /1
24
Exhibit no. 5.1 /2
25
Exhibit no. 5.1 /3
26
Exhibit no. 5.1 /4
27
Exhibit no. 5.1 /5
28
Exhibit no. 5.1 /6
29
Exhibit no. 5.1 /7
30
Exhibit no. 5.1 /8
31
Exhibit no. 5.2
32
Exhibit no. 5.3
33
Exhibit no. 5.3/1
34
Exhibit no. 5.3/2
35
Exhibit no. 5.4/1
36
Exhibit no. 5.4/2
37
Exhibit no. 5.4/3
38
Exhibit no. 5.4/4
39
Exhibit no. 5.4/5
40
Exhibit no. 5.4/6
41
Exhibit no. 5.4/7
42
Exhibit no. 5.4/8
43
Exhibit no. 5.4/9
44
Exhibit no. 5.5/1
45
Exhibit no. 5.5/2
46
Exhibit no. 5.5/3
47
Exhibit no. 5.5/4
48
Exhibit no. 5.5/5
49
جزاکہللاخیرا
You can read this document in English as well as Urdu at our site
www.scsguide.com 50