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english presentation dilvered at IBA karachi
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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
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OBJECTIVES
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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.
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THE INEVITABLE NEED
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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:
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.
Above all, we have now become prey to visual pollution
lethal to our mental health, human values faith, belief,
character and culture.
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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...
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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.
There is an immense need to review the messages on
hoardings. Positive and constructive approach is the
order of the day.
The need to propagate moral values and develop civic
sense is inevitable.
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2.3. For a u-turn a new pitch call is deemed a-must.
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.
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SHARIA'A TIPS
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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.
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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.
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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.
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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.
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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 'At-
tayyibaat' (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.
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THEMES, SCHEMES, AND SOURCES
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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.
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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 copy-
righting 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.
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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.
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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!
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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)
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Exhibit no. 5.1 /1
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Exhibit no. 5.1 /2
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Exhibit no. 5.1 /3
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Exhibit no. 5.1 /4
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Exhibit no. 5.1 /5
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Exhibit no. 5.1 /6
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Exhibit no. 5.1 /7
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Exhibit no. 5.1 /8
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Exhibit no. 5.2
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Exhibit no. 5.3
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Exhibit no. 5.3/1
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Exhibit no. 5.3/2
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Exhibit no. 5.4/1
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Exhibit no. 5.4/2
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Exhibit no. 5.4/3
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Exhibit no. 5.4/4
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Exhibit no. 5.4/5
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Exhibit no. 5.4/6
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Exhibit no. 5.4/7
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Exhibit no. 5.4/8
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Exhibit no. 5.4/9
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Exhibit no. 5.5/1
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Exhibit no. 5.5/2
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Exhibit no. 5.5/3
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Exhibit no. 5.5/4
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Exhibit no. 5.5/5
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جزاک ہللا خیرا
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