Multimodal Construction of AIDCA Persuasion in Islamic Philanthropic Video Advertising: An Analysis of Lazismu’s Kisah Ais

Abstract

Islamic philanthropic institutions increasingly rely on audiovisual persuasion to mobilize charitable giving, yet the semiotic architecture of their video advertising remains underexplored. This study examines how the AIDCA persuasion model, which comprises Attention, Interest, Desire, Conviction, and Action, is operationalized through multimodal resources in Lazismu’s philanthropic video advertisement Kisah Ais. Using a qualitative descriptive-interpretive design grounded in multimodal discourse analysis, the study subjected a single purposively selected video to systematic scene-by-scene analysis with a deductively constructed AIDCA codebook that mapped visual, auditory, narrative, and cinematic resources onto the five persuasion stages. The findings show that all five stages are fully and sequentially realized across nine analytically distinct scenes. Attention is achieved through a non-chronological narrative hook, Interest through purely visual contextualization of hardship, and Desire through accumulated domestic vignettes and a prosocial child action. Conviction is built through two distinctive mechanisms: direct verbal testimony at the Desire-to-Conviction boundary and a television-within-film validation device. Action is delivered through an integrated institutional call to action. The study offers a preliminary, case-based elaboration of AIDCA for analyzing digital dakwah advertising, with tentative design implications for Islamic philanthropic communication that require further testing across a broader corpus.