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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: Wan Mohd Fadzlullah, Wan Nor Fasihah, Ariffin, Adlina
Format: Conference or Workshop Item
Language:English
English
Published: 2020
Subjects:
PE English
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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spelling my.iium.irep.855432020-12-31T04:29:15Z http://irep.iium.edu.my/85543/ Corpus based analysis on the promotional language of halal food products Wan Mohd Fadzlullah, Wan Nor Fasihah Ariffin, Adlina PE English 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 2020-12 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/85543/24/85543%20programme%20poster%20and%20abstract.pdf application/pdf en http://irep.iium.edu.my/85543/13/MCRS2020-fasiha.pdf Wan Mohd Fadzlullah, Wan Nor Fasihah and Ariffin, Adlina (2020) Corpus based analysis on the promotional language of halal food products. In: Malaysian Corpus Research Symposium 2020, Shah Alam, Selangor. (Unpublished)
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
English
topic PE English
spellingShingle PE English
Wan Mohd Fadzlullah, Wan Nor Fasihah
Ariffin, Adlina
Corpus based analysis on the promotional language of halal food products
description 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
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 Corpus based analysis on the promotional language of halal food products
title_short Corpus based analysis on the promotional language of halal food products
title_full Corpus based analysis on the promotional language of halal food products
title_fullStr Corpus based analysis on the promotional language of halal food products
title_full_unstemmed Corpus based analysis on the promotional language of halal food products
title_sort corpus based analysis on the promotional language of halal food products
publishDate 2020
url 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/
_version_ 1688547740351463424
score 13.211869

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