Challenges in Visual Marketing as Part of Islamic Marketing: A Comprehensive Islamic Perspective Farah Oktafani (a*)(b), R.Arief Helmi (a), Yevis Marty Oesman (a), Dian Masyita (a)
a) School of Economic and Business, Universitas Padjadjaran.
Jalan Dipatiukur no.46, Bandung, Indonesia.
*oktfarah[at]gmail.com
b) School of Economic and Business, Telkom University.
Jalan Telekomunikasi no.1, Bandung, Indonesia.
Abstract
Islamic marketing has emerged as a distinct academic discipline, yet a comprehensive (kaffah) perspective-particularly regarding visual marketing-remains understudied. This qualitative research addresses the challenges of visual marketing within an Islamic framework, focusing on controversial campaigns by a prominent Indonesian Muslim fashion brand up to 2025. Grounded in a constructivist paradigm, the study employs thematic content analysis of authoritative sources, including the Qur^an, Hadith, and fatwas from the Indonesian Ulema Council (MUI), alongside empirical case studies. Findings reveal recurrent violations of core Islamic principles, such as Al-Bayan (transparency), avoidance of gharar (deception), and respect for religious symbols. Based on the results of the study, at least several aspects were found that need to be criticized, including: Deviations in the Meaning of Qurbani and Hijab - Exploitation of Symbols of Worship - Linguistic Errors and Religious Impacts - Manipulation of Religious Messages - Informal Language Exploitation for Young Targets - Deviations from Islamic Principles in Responding to Aurat and Morality - Exploit Sensitive Issues for Clickbait - Emotional Manipulation and Victim Blaming - Psychological Manipulation and Ambiguity. The study concludes that visual marketing in Muslim-majority contexts must align with maqashid syariah (higher objectives of Shariah), prioritising ethical communication, social responsibility, and spiritual values over mere commercial gain. It offers a framework for Shariah-compliant visual marketing strategies, contributing to academic discourse and practical applications in the growing Islamic marketing industry.
