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...
| Main Authors: | , |
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| Format: | Proceeding Paper |
| Language: | English English |
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2019
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| Online Access: | http://irep.iium.edu.my/73441/ http://irep.iium.edu.my/73441/1/INHAC2019%20Presentn-%20Dr%20Adlina%20%281%29.pdf http://irep.iium.edu.my/73441/2/73441_The%20Promotional%20Language%20-%20Tentative.pdf |
| _version_ | 1848787796919058432 |
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| author | Ariffin, Adlina Wan Mohd Fadzlullah, Wan Nor Fasihah |
| author_facet | Ariffin, Adlina Wan Mohd Fadzlullah, Wan Nor Fasihah |
| author_sort | Ariffin, Adlina |
| building | IIUM Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-14T17:30:38Z |
| format | Proceeding Paper |
| id | iium-73441 |
| institution | International Islamic University Malaysia |
| institution_category | Local University |
| language | English English |
| last_indexed | 2025-11-14T17:30:38Z |
| publishDate | 2019 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | iium-734412019-12-09T01:49:52Z http://irep.iium.edu.my/73441/ 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. 2019-01-23 Proceeding Paper NonPeerReviewed application/pdf en http://irep.iium.edu.my/73441/1/INHAC2019%20Presentn-%20Dr%20Adlina%20%281%29.pdf application/pdf en http://irep.iium.edu.my/73441/2/73441_The%20Promotional%20Language%20-%20Tentative.pdf Ariffin, Adlina and Wan Mohd Fadzlullah, Wan Nor Fasihah (2019) The promotional language of the Halal food industry: some preliminary findings. In: 4th International Halal Conference (INHAC) 2019, 22nd-23rd April 2019, Osaka University Nakanoshima Centre, Osaka, Japan. (Unpublished) https://acis.uitm.edu.my/inhac2019/index.php/uitm-staff/2-uncategorised/10-list-of-paper |
| 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 |
| title | 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_short | The promotional language of the Halal food industry: some preliminary findings |
| title_sort | promotional language of the halal food industry: some preliminary findings |
| topic | H61.8 Communication of information |
| url | http://irep.iium.edu.my/73441/ http://irep.iium.edu.my/73441/ http://irep.iium.edu.my/73441/1/INHAC2019%20Presentn-%20Dr%20Adlina%20%281%29.pdf http://irep.iium.edu.my/73441/2/73441_The%20Promotional%20Language%20-%20Tentative.pdf |