Promotional language and Maqasid Shariah in the advertisements of local and international halal food products

Wan Mohd Fadzlullah, Wan Nor Fasihah and Ariffin, Adlina (2019) Promotional language and Maqasid Shariah in the advertisements of local and international halal food products. In: Seminar on Islamic Advertising & IMC 2019, 13 Dec 2019, Kulliyyah of Islamic Revealed Knowledge & Human Sciences. (Unpublished)

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Abstract

Abstract​: The halal industry is a booming global trade that is known to be profitable to various market sectors. With the aspiration to be the Global Halal Hub by 2020, Malaysia will undoubtedly benefit from the strategic marketing of halal food products. One of the aspects that are known to influence consumers into purchasing halal food products is the choice of linguistic terms used in these advertisements. This research looks into one hundred promotional materials of local and international halal food products collected from several halal food exhibitions around Klang Valley. The keywords used to describe the food products in the advertisements were analyzed using a corpus analysis software (AntConc) to find out how the halal concept is translated and presented in the food products advertisement. The findings of this research shows the marketing strategy in local and international brands specifically in the use of ‘halal’ as a persuasion device in the advertisement of their products. Apart from educating consumers on the halal concept, the rightful marketing of halal food products will also help Muslims to observe the obligatory ‘halalan toyyiban’ while inevitably benefiting the global consumers as a whole.

Item Type:	Conference or Workshop Item (Slide Presentation)
Additional Information:	3490/77280
Uncontrolled Keywords:	maqasid shariah, promotional language, halal food
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:	19 Dec 2019 11:34
Last Modified:	19 Dec 2019 11:44
URI:	http://irep.iium.edu.my/id/eprint/77280

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