Rhetorical devices in the promotional language of the local & international halal food brands

Wan Mohd Fadzlullah, Wan Nor Fasihah and Ariffin, Adlina (2020) Rhetorical devices in the promotional language of the local & international halal food brands. In: International Conference on Language & Literature 2020 (ICLL 2020), 15th-17th January 2020, Gombak, Kuala Lumpur. (Unpublished)

	PDF (Slides) - Presentation Restricted to Registered users only Download (1MB) | Request a copy
	PDF (Abstract) Restricted to Registered users only Download (7MB) | Request a copy

Abstract

As one of the leading halal industry players, many efforts are in place for Malaysia to be the global halal hub by 2020. Apart from maintaining the high standard of halal food production, the marketing aspect of halal food products are also crucial to keep up with their existing popularity worldwide. Hence, this study highlights the use of rhetorical devices in the local and international brands’ promotional language of their halal food products. This research utilizes a document analysis approach and focuses on brand taglines or slogans that target the consumers with a single line attention grabber. The analysis of 200 halal food product advertisements is done based on the framework of rhetorical devices by Zulkipli and Ariffin (2019). The findings from this study will show the different ways of employing rhetorical devices in both local and international brands halal food products. By using rhetorical devices in promoting halal food such as emphasizing on its quality assurance in the advertisements, it will showcase the guaranteed benefits of halal food and help Muslims to better observe ‘halalan toyyiban’ in their daily life, while simultaneously marketing wholesome halal food to benefit the global consumers in general.

Item Type:	Conference or Workshop Item (Slide Presentation)
Uncontrolled Keywords:	rhetorical devices, promotional language, halal food
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:	09 Dec 2020 11:32
Last Modified:	09 Dec 2020 11:32
URI:	http://irep.iium.edu.my/id/eprint/85541

Actions (login required)

View Item