Corpus based analysis on the promotional language of halal food products

Wan Mohd Fadzlullah, Wan Nor Fasihah and Ariffin, Adlina (2020) Corpus based analysis on the promotional language of halal food products. In: Malaysian Corpus Research Symposium 2020, Shah Alam, Selangor. (Unpublished)

	PDF (Programme poster and abstract) Restricted to Repository staff only Download (582kB) | Request a copy
	PDF (Slides) - Presentation Restricted to Repository staff only Download (1MB) | Request a copy

Abstract

Halal industry is dominating the global scene with endless potential and this has driven Malaysia even more to be the world’s best halal hub. There are many studies done on consumers purchasing behaviour in relation to halal awareness, however little attention is given to the medium of discourse bridging the consumers and the halal food industry, hence this is a gap which this study aims to fill. This research studies two hundred promotional materials of local and international halal food products, which were collected from three halal food exhibitions and events held in the Klang Valley in 2019. In order to extract the keywords and lexical terms used in describing halal food products, the promotional materials were manually transcribed and run via AntConc, a corpus analysis software. Key findings such as word concordance and frequency of the word ‘halal’ and related lexical terms found in the dataset has showed a pattern which resonates with Mohamed Yunos (2014) where the study suggested that halal awareness may be propagated to the mass via advertisements, for example the word ‘halal’ in both local and international promotional materials is found to mostly collocate with words that showcased the brands’ credentials such as ‘halal-certified’ and ‘certification of halal’. This data also had given some insight on the marketing strategy employed by both local and international brands in promoting their halal food products, which could in turn be useful in improving the promotional language of halal food to create a better halal awareness and marketing approach that could benefit both consumers and halal industry players

Item Type:	Conference or Workshop Item (Slide Presentation)
Additional Information:	Virtual conference
Uncontrolled Keywords:	corpus-assisted discourse analysis, promotional language, halal
Subjects:	P Language and Literature > PE English
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of English Language & Literature
Depositing User:	AP Dr Adlina Ariffin
Date Deposited:	31 Dec 2020 12:29
Last Modified:	31 Dec 2020 12:29
URI:	http://irep.iium.edu.my/id/eprint/85543

Actions (login required)

View Item