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Promotional Language of the Local and International Brands of Halal Food Products: A Comparative Analysis

Wan Mohd Fadzlullah, Wan Nor Fasihah and Ariffin, Adlina (2019) Promotional Language of the Local and International Brands of Halal Food Products: A Comparative Analysis. In: The 9th International & Interdisciplinary Conference on Applied Linguistics & Professional Practice 2019, 23-25 September 2019, Swiss-Garden Hotel & Residences, Kuala Lumpur. (Unpublished)

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The growing popularity of halal products around the world has opened up the market segment with an abundance of potential. On Malaysia’s road to being a global halal hub by 2020, the mechanics of marketing halal food has been identified as one of the significant contributing factors. Hence, this paper will highlight the linguistic elements utilized in the promotional discourse of halal food that is found in local and international product print advertisements. This corpus-based analysis research looks into the textual and visual content of the advertisements as part of the promotional language. The research presents an analysis of one hundred printed promotional materials of halal food which were collected from several halal food events and exhibitions in the Klang Valley. The finding calls to attention of the important elements that are found in the promotional language strategies employed by marketers of halal food in both local and international brands. By marketing ‘halal’ and its concepts such as ‘healthy’, ‘safe’ and ‘clean’ as the main idea, this will cater for the Muslim consumers’ needs in observing halalan toyyiban’ (halal and good) in their life and would undoubtedly benefit other consumers as well. This shows the significance of applying suitable linguistic elements to deliver the halal message whilst achieving specific marketing goals, and for Malaysia to ultimately lead the global halal food industry.

Item Type: Conference or Workshop Item (Plenary Papers)
Additional Information: 3490/75074
Uncontrolled Keywords: promotional language, linguistics elements, halal food industry
Subjects: H Social Sciences > H Social Sciences (General) > H61.8 Communication of information
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of English Language & Literature
Depositing User: AP Dr Adlina Ariffin
Date Deposited: 23 Oct 2019 16:34
Last Modified: 23 Oct 2019 16:34
URI: http://irep.iium.edu.my/id/eprint/75074

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