Abstract

Halal is related to the laws regarding which foods can and cannot be eaten and also the proper method of slaughtering an animal for consumption. In Thailand, Halal products are presented to the public with packaging of a general character and there is no advertising print media for Thai Halal products. One of the causes is that Islam is a minority faith in Thailand, with an estimated 6 million believers. This paper intends to present creative executions suitable for Thai Halal print advertising media, for instance, posters, brochures and billboards. A framework related to Islamization, localization and globalization was applied using qualitative and quantitative research methods. Seven people with dynamic roles in Islamic culture were interviewed for the qualitative research. In addition, a questionnaire sampling 122 Thai Muslims and 7 art directors was used to provide quantitative data. Creative executions suitable for Thai Halal print advertising media are: 1) Islamic art - floral arabesque, geometric forms and Arabic calligraphy; 2) the image of the mosque; 3) images of Muslims' lifestyle - prayers and costumes; 4) the factual message and problem solution; 5) a demonstration and the product itself; and 6) the symbolic and the beauty.