무슬림의 소비성향을 통해 본 이슬람지역 광고전략 연구: 걸프지역을 중심으로
A Study on the Advertisement Strategies for Advancement of Islamic Market through Muslim Consumption Trend - Focused on the Gulf Region -
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초록
This study explores the current consumption patterns emerged among the middle and upper class young Muslims, taking the Gulf region as a case study, in order to devise effective advertisement strategies. For the purpose, this study starts with the introduction of the history of the advertisement viewed from Islamic perspective, and analyses resurgence of Islamic tastes from political, religious and cultural aspects among the educated Muslim elites in the region and its impact on the decision-making process in consumerism. In order to build practical strategies for the young Muslims in the region, the study also discusses the young Muslims' new, however, 'ironic' taste,which are ever-changing according to their value and ideal, and suggests advertisement strategies from the aspects of contents,methods, and period.
Abstract
This study explores the current consumption patterns emerged among the middle and upper class young Muslims, taking the Gulf region as a case study, in order to devise effective advertisement strategies. For the purpose, this study starts with the introduction of the history of the advertisement viewed from Islamic perspective, and analyses resurgence of Islamic tastes from political, religious and cultural aspects among the educated Muslim elites in the region and its impact on the decision-making process in consumerism. In order to build practical strategies for the young Muslims in the region, the study also discusses the young Muslims' new, however, 'ironic' taste,which are ever-changing according to their value and ideal, and suggests advertisement strategies from the aspects of contents,methods, and period.
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