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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/7744/1/6836-18851-1-PB.pdf
http://journalarticle.ukm.my/7744/
http://ejournals.ukm.my/3l/index
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spelling my-ukm.journal.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
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
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/7744/1/6836-18851-1-PB.pdf
http://journalarticle.ukm.my/7744/
http://ejournals.ukm.my/3l/index
_version_ 1643737229157203968
score 13.211869

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