ISLAMIC ESTHETIC IDEOLOGY IN PROMOTION MEDIA

A company, in selling its product, uses both directand indirect selling to the prospect user. In indirect product selling, a promotion media is used, whether in product packaging, publication, or advertising. This research uses a qualitative research method. Qualitative method is the right choice since it is able to provide a rich and holistic picture. The data collection in this research was collected using observation, interview and document techniques. Base on the analysis, it appear that the promotion media designed based on certain target audience should take the market esthetics into account. The audiences, majority of which are Moslem, of course have spiritual character pointing to divinity. It is through Islamic esthetics that the company makes its product close to the Moslem audience. With hegemonic ideology approach strategy applied, the audience voluntarilyand consciously feels requiring the promoted product. The doctrine packaged in promotion media makes the reader, as the prospect consumer, follows the message conveyed, because of Islamic emotional proximity.