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

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 influe...

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Main Authors:	Wan Mohd Fadzlullah, Wan Nor Fasihah, Ariffin, Adlina
Format:	Conference or Workshop Item
Language:	English English English English
Published:	2019
Subjects:	H61.8 Communication of information
Online Access:	http://irep.iium.edu.my/77280/ http://irep.iium.edu.my/77280/1/abstract-islamicad%26marketing.pdf http://irep.iium.edu.my/77280/2/IslamicAd%26MarketingSeminar.pdf http://irep.iium.edu.my/77280/3/SEMINAR%20Islamic%20Advertising%20IMC_PROGRAMME%20TENTATIVE-10Dec2019.pdf http://irep.iium.edu.my/77280/4/Cert-Seminar%20on%20Islamic%20Marketing.pdf

id	iium-77280
recordtype	eprints
spelling	iium-772802019-12-19T03:44:13Z http://irep.iium.edu.my/77280/ Promotional language and Maqasid Shariah in the advertisements of local and international halal food products Wan Mohd Fadzlullah, Wan Nor Fasihah Ariffin, Adlina H61.8 Communication of information 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. 2019-12-13 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/77280/1/abstract-islamicad%26marketing.pdf application/pdf en http://irep.iium.edu.my/77280/2/IslamicAd%26MarketingSeminar.pdf application/pdf en http://irep.iium.edu.my/77280/3/SEMINAR%20Islamic%20Advertising%20IMC_PROGRAMME%20TENTATIVE-10Dec2019.pdf application/pdf en http://irep.iium.edu.my/77280/4/Cert-Seminar%20on%20Islamic%20Marketing.pdf 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)
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English English English
topic	H61.8 Communication of information
spellingShingle	H61.8 Communication of information Wan Mohd Fadzlullah, Wan Nor Fasihah Ariffin, Adlina Promotional language and Maqasid Shariah in the advertisements of local and international halal food products
description	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.
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 and Maqasid Shariah in the advertisements of local and international halal food products
title_short	Promotional language and Maqasid Shariah in the advertisements of local and international halal food products
title_full	Promotional language and Maqasid Shariah in the advertisements of local and international halal food products
title_fullStr	Promotional language and Maqasid Shariah in the advertisements of local and international halal food products
title_full_unstemmed	Promotional language and Maqasid Shariah in the advertisements of local and international halal food products
title_sort	promotional language and maqasid shariah in the advertisements of local and international halal food products
publishDate	2019
url	http://irep.iium.edu.my/77280/ http://irep.iium.edu.my/77280/1/abstract-islamicad%26marketing.pdf http://irep.iium.edu.my/77280/2/IslamicAd%26MarketingSeminar.pdf http://irep.iium.edu.my/77280/3/SEMINAR%20Islamic%20Advertising%20IMC_PROGRAMME%20TENTATIVE-10Dec2019.pdf http://irep.iium.edu.my/77280/4/Cert-Seminar%20on%20Islamic%20Marketing.pdf
first_indexed	2023-09-18T21:49:00Z
last_indexed	2023-09-18T21:49:00Z
_version_	1777413642990387200

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

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