Language of promotion in Malaysian banking brochures

Promotional language or language used to promote a product or service is commonly used in advertisements, job applications and sales promotional letters. Brochures which aim at selling products and services also typically employ the same mode. Studies focusing on promotional brochures such as tour...

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Main Authors:	Ummul K. Ahmad, Chai, Hong Chong
Format:	Article
Language:	English
Published:	Pusat Pengajian Bahasa dan Linguistik, FSSK, UKM 2014
Online Access:	http://journalarticle.ukm.my/7744/ http://journalarticle.ukm.my/7744/ http://journalarticle.ukm.my/7744/1/6836-18851-1-PB.pdf

id	ukm-7744
recordtype	eprints
spelling	ukm-77442016-12-14T06:45:03Z http://journalarticle.ukm.my/7744/ Language of promotion in Malaysian banking brochures Ummul K. Ahmad, Chai, Hong Chong Promotional language or language used to promote a product or service is commonly used in advertisements, job applications and sales promotional letters. Brochures which aim at selling products and services also typically employ the same mode. Studies focusing on promotional brochures such as tourist brochures and university brochures have shown that brochures employ varied rhetorical structures while sharing similar communicative purposes. Financial institutions such as banks also produce brochures to advertise their products and services to the public. This paper presents results from a corpus-based study of 50 Malaysian banking brochures collected from ten Malaysian banks. Informational structure analysis of the corpus have suggested that banking brochures typically have five strategic moves which include announcing the products, attracting attention, establishing credentials, introducing products and calling for action—moves indicating that they are indeed promotional in nature. However, findings from our corpus differ somewhat from other studies focusing on similar genres in that banking brochures do not have explicit moves for targeting the market, motivating the audience and locating the services as found in tourist brochures. They do, however, integrate strategic visual images for compensating the absent moves. The study shows the multidimensional aspects of promotional language and the use of interdiscursive resources in the genre of brochure. Pusat Pengajian Bahasa dan Linguistik, FSSK, UKM 2014 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/7744/1/6836-18851-1-PB.pdf Ummul K. Ahmad, and Chai, Hong Chong (2014) Language of promotion in Malaysian banking brochures. 3L; Language,Linguistics and Literature,The Southeast Asian Journal of English Language Studies., 20 (3). pp. 135-146. ISSN 0128-5157 http://ejournals.ukm.my/3l/index
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	Promotional language or language used to promote a product or service is commonly used in advertisements, job applications and sales promotional letters. Brochures which aim at selling products and services also typically employ the same mode. Studies focusing on promotional brochures such as tourist brochures and university brochures have shown that brochures employ varied rhetorical structures while sharing similar communicative purposes. Financial institutions such as banks also produce brochures to advertise their products and services to the public. This paper presents results from a corpus-based study of 50 Malaysian banking brochures collected from ten Malaysian banks. Informational structure analysis of the corpus have suggested that banking brochures typically have five strategic moves which include announcing the products, attracting attention, establishing credentials, introducing products and calling for action—moves indicating that they are indeed promotional in nature. However, findings from our corpus differ somewhat from other studies focusing on similar genres in that banking brochures do not have explicit moves for targeting the market, motivating the audience and locating the services as found in tourist brochures. They do, however, integrate strategic visual images for compensating the absent moves. The study shows the multidimensional aspects of promotional language and the use of interdiscursive resources in the genre of brochure.
format	Article
author	Ummul K. Ahmad, Chai, Hong Chong
spellingShingle	Ummul K. Ahmad, Chai, Hong Chong Language of promotion in Malaysian banking brochures
author_facet	Ummul K. Ahmad, Chai, Hong Chong
author_sort	Ummul K. Ahmad,
title	Language of promotion in Malaysian banking brochures
title_short	Language of promotion in Malaysian banking brochures
title_full	Language of promotion in Malaysian banking brochures
title_fullStr	Language of promotion in Malaysian banking brochures
title_full_unstemmed	Language of promotion in Malaysian banking brochures
title_sort	language of promotion in malaysian banking brochures
publisher	Pusat Pengajian Bahasa dan Linguistik, FSSK, UKM
publishDate	2014
url	http://journalarticle.ukm.my/7744/ http://journalarticle.ukm.my/7744/ http://journalarticle.ukm.my/7744/1/6836-18851-1-PB.pdf
first_indexed	2023-09-18T19:50:29Z
last_indexed	2023-09-18T19:50:29Z
_version_	1777406185807282176

Language of promotion in Malaysian banking brochures

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