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

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 pap...

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Main Authors:	Wan Mohd Fadzlullah, Wan Nor Fasihah, Ariffin, Adlina
Format:	Conference or Workshop Item
Language:	English
Published:	2019
Subjects:	H61.8 Communication of information
Online Access:	http://irep.iium.edu.my/75074/ http://irep.iium.edu.my/75074/22/ALAPP.pdf

id	iium-75074
recordtype	eprints
spelling	iium-750742019-10-23T08:34:53Z http://irep.iium.edu.my/75074/ Promotional Language of the Local and International Brands of Halal Food Products: A Comparative Analysis Wan Mohd Fadzlullah, Wan Nor Fasihah Ariffin, Adlina H61.8 Communication of information 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. 2019-09-25 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/75074/22/ALAPP.pdf 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)
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	H61.8 Communication of information
spellingShingle	H61.8 Communication of information Wan Mohd Fadzlullah, Wan Nor Fasihah Ariffin, Adlina Promotional Language of the Local and International Brands of Halal Food Products: A Comparative Analysis
description	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.
format	Conference or Workshop Item
author	Wan Mohd Fadzlullah, Wan Nor Fasihah Ariffin, Adlina
author_facet	Wan Mohd Fadzlullah, Wan Nor Fasihah Ariffin, Adlina
author_sort	Wan Mohd Fadzlullah, Wan Nor Fasihah
title	Promotional Language of the Local and International Brands of Halal Food Products: A Comparative Analysis
title_short	Promotional Language of the Local and International Brands of Halal Food Products: A Comparative Analysis
title_full	Promotional Language of the Local and International Brands of Halal Food Products: A Comparative Analysis
title_fullStr	Promotional Language of the Local and International Brands of Halal Food Products: A Comparative Analysis
title_full_unstemmed	Promotional Language of the Local and International Brands of Halal Food Products: A Comparative Analysis
title_sort	promotional language of the local and international brands of halal food products: a comparative analysis
publishDate	2019
url	http://irep.iium.edu.my/75074/ http://irep.iium.edu.my/75074/22/ALAPP.pdf
first_indexed	2023-09-18T21:46:14Z
last_indexed	2023-09-18T21:46:14Z
_version_	1777413468918382592

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

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