Published date: Jan 03 2024

Journal Title: KnE Social Sciences

Issue title: 3rd International Conference on Humanities Education, Law and Social Sciences (3rd ICHELSS)

Pages: 1018–1029

DOI: 10.18502/kss.v9i2.14919

Dini Safitridinisafitri@unj.ac.idUniversitas Negeri Jakarta, Jakarta, Indonesia

Nada ArinaUniversitas Negeri Jakarta, Jakarta, Indonesia

Yuli AdhaniUniversitas Negeri Gorontalo, North Sulawesi, Indonesia

Candra CuUniversitas Negeri Gorontalo, North Sulawesi, Indonesia

Polarization is now becoming a strategy in campaigning ads. Rabbani as a hijab brand also uses a polarization strategy. On December 25, 2022, Rabbani released an advertisement on the official Instagram. The written narration in the advertisement then causes polarization. The purpose of this study is to describe the polarizing strategy used by Rabbani in a number of its advertisements. This study uses a qualitative methodology and text analysis. The results of the study show that the polarization strategy applied in advertising is effective enough to increase the popularity of the Rabbani brand. After the ad was uploaded, Rabbani immediately became trending in cyberspace. There has been much criticism and blasphemy against Rabbani’s ad text, however, the campaigning ads program continues and gets succeeded. Rabbani is building partnerships with SMKs to open Warung Rabbani. Rabbani also won awards from Indonesia WOW Brand 2023 and TOP Brand 2023.

Keywords: polarization, advertising, brand, strategy

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