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The promotional language of the halal food industry: some preliminary findings

Ariffin, Adlina and Wan Mohd Fadzlullah, Wan Nor Fasihah (2019) The promotional language of the halal food industry: some preliminary findings. Global Journal Al-Thaqafah, November 2019. pp. 103-113. ISSN 2232-0474 E-ISSN 2232-0482

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Abstract

The global halal food industry which is currently expanding exponentially presents a huge potential for Malaysia to make her mark in this industry. In achieving its goal to become a global halal hub by 2020, emphasis should not merely be placed on the production of the halal food products but also on its promotional aspect. Hence, this paper will highlight some preliminary findings on the linguistic feature of the promotional discourse of halal food. The research which was based on a text-linguistic analysis utilised corpus-based techniques to examine the genre of promotional discourse. This preliminary investigation involved an analysis of fifty written materials on halal food which was acquired via various sources. The findings brought to light the words and phrases, discursive structures and visual representations typical in marketing halal food. Most importantly, it provides suggestions in improving the promotional language of halal food. This preliminary study clearly shows the importance of utilising the most appropriate language in conveying the idea of ‘halal’ as prescribed in the Holy Quran especially in gaining the trust of the consumers.

Item Type: Article (Journal)
Additional Information: The publication of this article is the result of the presentation made during the INHAC 2019 Conference in Osaka in April.
Uncontrolled Keywords: halal food, halal food industry, promotional language
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: Dr Adlina Ariffin
Date Deposited: 09 Dec 2019 09:50
Last Modified: 09 Dec 2019 09:50
URI: http://irep.iium.edu.my/id/eprint/76797

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