Branding Religion and Culture: A Multimodal Analysis of Sedaap and Indomie Ramadan Advertisements in 2025

Sutarman Sutarman, Akbar Adiwinata, Zainudin Abdusamad, Lela Rahmawati

Abstract


This study investigates how religious and cultural values are embedded in Indonesian Ramadan advertisements through Multimodal Discourse Analysis (MDA). The research focuses on the 2025 campaigns of two prominent instant noodle brands, Sedaap and Indomie, which utilize verbal, visual, and auditory elements to construct persuasive narratives. The study aims to examine how Islamic symbols, national identity, and familial values are communicated through these multimodal resources. Using frameworks from Kress, G., & van Leeuwen, (2006) and theories on pious consumerism and cultural discourse, the findings reveal that the advertisements serve not only as promotional tools but also as cultural texts that reflect and shape Muslim identity. Sedaap emphasizes youthful, pop-cultural appeal, while Indomie presents emotional narratives rooted in gratitude and togetherness. The study concludes that commercial branding during Ramadan actively contributes to the construction of religio-cultural ideology in modern Indonesia. These insights offer implications for media literacy, religious communication, and branding ethics.


Keywords


Multimodality; Advertising; Religion; Culture; Consumerism; Indonesia

Full Text:

PDF

References


Adler, S., & Kohn, A. (2020). A multimodal analysis of a controversial Israeli political campaign ad. Social Semiotics. https://doi.org/https://doi.org/10.1080/10350330.2020.1779459

Alwi, N. R., & Saad, S. (2021). Religious values and consumer purchase intention: A study of halal food ads. International Journal of Islamic Marketing, 2(2), 75–90.

Andersson, H. (2019). Recontextualizing Swedish nationalism in milk marketing: a multimodal analysis. Critical Discourse Studies, 16(5), 583–603. https://doi.org/https://doi.org/10.1080/17405904.2019.1637761

Bateman, J. A. (2014). Text and image: A critical introduction to the visual/verbal divide. In Text and Image: A Critical Introduction to the Visual/Verbal Divide. Routledge. https://doi.org/10.4324/9781315773971

Bolognesi, M., & Lievers, F. S. (2020). How Language and Image Construct Synaesthetic Metaphors in Print Advertising. Visual Communication, 19(4), 431–457. https://doi.org/https://doi.org/10.1177/1470357218782001

Dania, R., & Rosi Kumala Sari, R. K. S. (2023). A Multimodal Discourse Analysis of KFC Fried Chicken’s Video Advertisement. Jurnal Ilmiah Langue and Parole, 6(2), 47–59. https://doi.org/https://doi.org/10.36057/jilp.v6i2.587

Denzin, N. K., & Lincoln, Y. S. (2011). The SAGE Handbook of Qualitative Research. SAGE.

El-Aswad, E. (2013). Images of Muslims in Western and Muslim media. Digest of Middle East Studies, 22(1), 103–121.

Eriyanto. (2012). Analisis wacana: Pengantar analisis teks media. LKiS.

Fairclough, N. (1995). Media Discourse. Edward Arnold.

Graakjær, N. J. (2019). Sounding out i’m lovin’ it: Sonic logos in McDonald’s commercials. Critical Discourse Studies, 16(5), 569–582. https://doi.org/https://doi.org/10.1080/17405904.2019.162418

Heryanto, A. (2015). Identity and pleasure: The politics of Indonesian screen culture. NUS Press.

Izberk-Bilgin, E. (2012). Infidel brands: Unveiling alternative meanings of global brands at the nexus of globalization, consumer culture, and Islamism. Journal of Consumer Research, 39(4), 663–687. https://doi.org/https://doi.org/10.1086/664977

Kress, G., & van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design (2ed editio). Routledge.

Lindridge, A., & Hogg, M. K. (2006). Spiritual meaning in religious consumption. Journal of Marketing Management, 22(7), 729–755. https://doi.org/https://doi.org/10.1362/026725706778612117

Machin, D., & Mayr, A. (2012). How to do critical discourse analysis: A multimodal introduction. SAGE.

Musahadah, Z. S., & Triyono, S. (2019). Fenomena Hijrah di Indonesia: Konten Persuasif dalam Instagram. Retorika: Jurnal Bahasa, Sastra, Dan Pengajarannya, 12(1).

Nur Alifah, & Hidayat, A. R. (2023). A Multimodal Discourse Analysis of Wardah Cosmetics Advertisement. Jurnal Impresi Indonesia, 3(3). https://doi.org/https://doi.org/10.58344/jii.v3i3.4734

Nurmila, N. (2020). Islam, gender, and visual culture in Indonesia. Journal of Religion and Culture, 30(1), 91–107. https://doi.org/https://doi.org/10.17510/jrc.v30i1.123

O’Halloran, K. L. (2008). Systemic functional-multimodal discourse analysis (SF-MDA): Constructing ideational meaning using language and visual imagery. Visual Communication, 7(4), 443–475. https://doi.org/https://doi.org/10.1177/1470357208096210

Pérez-Curiel, C. (2020). The impact of visual and textual elements in political advertising. Communication & Society, 33(4), 1–16. https://doi.org/https://doi.org/10.15581/003.33.4.1-16

Purnama Yanti, N. P. M., Sujaya, I. N., & Umiyati, M. (2022). Multimodal Semiotics in Cosmetic Advertisement. Retorika: Jurnal Ilmu Bahasa, 8(2), 173–182. https://doi.org/https://doi.org/10.55637/jr.8.2.4866.173-182

Rudnyckyj, D. (2009). Spiritual Economies: Islam and Neoliberalism in Contemporary Indonesia. Cultural Anthropology, 24(1), 104–141.

Sandikci, Ö., & Ger, G. (2011). Islam, Consumption and Marketing: Going beyond the Essentialist Approaches. In J. Schroeder & M. M. Zwick (Eds.). In The Routledge Companion to Visual Organization (pp. 182–195). Routledge.

Sandikci, Ö. (2018). Religion and the marketplace: Constructing the Muslim consumer. Religion Compass, 12(5). https://doi.org/https://doi.org/10.1111/rec3.12255

Sari, N. P., & Sihombing, P. (2022). Multimodal strategies in religious-based advertising during Ramadan. Humaniora, 34(1), 22–35. https://doi.org/https://doi.org/10.22146/jh.v34i1.12345

Sidik, A. (2018). Analisis iklan shampoo Pantene menggunakan teori Semiotika Pierce. Technologia: Jurnal Ilmiah, 9(4). https://doi.org/https://doi.org/10.31602/tji.v9i4.1533

Siregar, A. L., & Butar, M. L. E. F. B. (2017). Critical Discourse Analysis on Wardah halal beauty advertisements. Proceedings AISTEEL.

Slama, M. (2017). Practising Islam through Social Media in Indonesia. 45(132), 39–54.

Tønnessen, E. S., & Forsgren, F. (2021). Multimodal analysis of advertising as culture: Identity, ideology, and affect. Visual Communication, 20(1), 89–107. https://doi.org/https://doi.org/10.1177/1470357220960635

Van Dijk, T. A. (1993). Principles of Critical Discourse Analysis. Discourse & Society, 4(4), 249–283. https://doi.org/https://doi.org/10.1177/0957926593004002006

Van Dijk, T. A. (1998). Ideology: A Multidisciplinary Approach. SAGE.

Wilson, J. A. J., & Grant, J. (2013). Islamic marketing – A challenger to the classical marketing canon? Journal of Islamic Marketing, 4(1), 7–21. https://doi.org/https://doi.org/10.1108/17590831311306327

Zhang, C., & Xu, C. (2018). rgument by Multimodal Metaphor in TV Commercials: A Case Study. Argumentation, 32(4), 501–517. https://doi.org/https://doi.org/10.1007/s10503-018-9455‑w




DOI: http://dx.doi.org/10.58258/jupe.v10i2.9089

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Sutarman Sutarman, Akbar Adiwinata, Zainudin Abdusamad, Lela Rahmawati

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Lisensi Creative Commons
JUPE: Jurnal Pendidikan Mandala (p-issn: 2548-5555;e-issn: 2656-6745) is licensed under a Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.

Jurnal ini diterbitkan oleh Lembaga Penelitian dan Pendidikan (LPP) Mandala.

Alamat: Jl. Lingkar Selatan, Perum Elit kota Mataram Asri Blok O. No. 35, Jempong Baru, Sekarbela, Kota Mataram NTB. Indonesia