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

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 o...

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Main Authors:	Ariffin, Adlina, Wan Mohd Fadzlullah, Wan Nor Fasihah
Format:	Article
Language:	English
Published:	Universiti Sultan Azlan Shah Malaysia 2019
Subjects:	H61.8 Communication of information
Online Access:	http://irep.iium.edu.my/76797/ http://irep.iium.edu.my/76797/ http://irep.iium.edu.my/76797/1/Published%20-%20Promotional%20Language%20of%20Halal%20Food%20GJAT.pdf

id	iium-76797
recordtype	eprints
spelling	iium-767972019-12-09T01:50:01Z http://irep.iium.edu.my/76797/ The promotional language of the halal food industry: some preliminary findings Ariffin, Adlina Wan Mohd Fadzlullah, Wan Nor Fasihah H61.8 Communication of information 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. Universiti Sultan Azlan Shah Malaysia 2019-11 Article PeerReviewed application/pdf en http://irep.iium.edu.my/76797/1/Published%20-%20Promotional%20Language%20of%20Halal%20Food%20GJAT.pdf 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 http://www.gjat.my
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 Ariffin, Adlina Wan Mohd Fadzlullah, Wan Nor Fasihah The promotional language of the halal food industry: some preliminary findings
description	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.
format	Article
author	Ariffin, Adlina Wan Mohd Fadzlullah, Wan Nor Fasihah
author_facet	Ariffin, Adlina Wan Mohd Fadzlullah, Wan Nor Fasihah
author_sort	Ariffin, Adlina
title	The promotional language of the halal food industry: some preliminary findings
title_short	The promotional language of the halal food industry: some preliminary findings
title_full	The promotional language of the halal food industry: some preliminary findings
title_fullStr	The promotional language of the halal food industry: some preliminary findings
title_full_unstemmed	The promotional language of the halal food industry: some preliminary findings
title_sort	promotional language of the halal food industry: some preliminary findings
publisher	Universiti Sultan Azlan Shah Malaysia
publishDate	2019
url	http://irep.iium.edu.my/76797/ http://irep.iium.edu.my/76797/ http://irep.iium.edu.my/76797/1/Published%20-%20Promotional%20Language%20of%20Halal%20Food%20GJAT.pdf
first_indexed	2023-09-18T21:48:28Z
last_indexed	2023-09-18T21:48:28Z
_version_	1777413608759623680

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

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