Corpus based analysis on the promotional language of halal food products
Halal industry is dominating the global scene with endless potential and this has driven Malaysia even more to be the world’s best halal hub. There are many studies done on consumers purchasing behaviour in relation to halal awareness, however little attention is given to the medium of discourse b...
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| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English English |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/85543/24/85543%20programme%20poster%20and%20abstract.pdf http://irep.iium.edu.my/85543/13/MCRS2020-fasiha.pdf http://irep.iium.edu.my/85543/ |
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| Summary: | Halal industry is dominating the global scene with endless potential and this has driven Malaysia even
more to be the world’s best halal hub. There are many studies done on consumers purchasing behaviour in relation
to halal awareness, however little attention is given to the medium of discourse bridging the consumers and the halal
food industry, hence this is a gap which this study aims to fill. This research studies two hundred promotional
materials of local and international halal food products, which were collected from three halal food exhibitions and
events held in the Klang Valley in 2019. In order to extract the keywords and lexical terms used in describing halal
food products, the promotional materials were manually transcribed and run via AntConc, a corpus analysis
software. Key findings such as word concordance and frequency of the word ‘halal’ and related lexical terms found
in the dataset has showed a pattern which resonates with Mohamed Yunos (2014) where the study suggested that
halal awareness may be propagated to the mass via advertisements, for example the word ‘halal’ in both local and
international promotional materials is found to mostly collocate with words that showcased the brands’ credentials
such as ‘halal-certified’ and ‘certification of halal’. This data also had given some insight on the marketing strategy
employed by both local and international brands in promoting their halal food products, which could in turn be
useful in improving the promotional language of halal food to create a better halal awareness and marketing
approach that could benefit both consumers and halal industry players |
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