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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 touris...

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Main Authors:	Hong, Chong Chai, Ahmad, Ummul Khair
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2014
Subjects:	PE English
Online Access:	http://eprints.utm.my/id/eprint/53299/1/UmmulKhairAhmad2014_LanguageofPromotioninMalaysianBankingBrochures.pdf http://eprints.utm.my/id/eprint/53299/ http://ejournals.ukm.my/3l/article/view/6836
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id	my.utm.53299
record_format	eprints
spelling	my.utm.532992018-07-25T07:55:26Z http://eprints.utm.my/id/eprint/53299/ Language of promotion in Malaysian banking brochures Hong, Chong Chai Ahmad, Ummul Khair PE English 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 Penerbit Universiti Kebangsaan Malaysia 2014 Article PeerReviewed application/pdf en http://eprints.utm.my/id/eprint/53299/1/UmmulKhairAhmad2014_LanguageofPromotioninMalaysianBankingBrochures.pdf Hong, Chong Chai and Ahmad, Ummul Khair (2014) Language of promotion in Malaysian banking brochures. 3L: Language, Linguistics, Literature, 20 (3). pp. 135-146. ISSN 0128-5157 http://ejournals.ukm.my/3l/article/view/6836
institution	Universiti Teknologi Malaysia
building	UTM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknologi Malaysia
content_source	UTM Institutional Repository
url_provider	http://eprints.utm.my/
language	English
topic	PE English
spellingShingle	PE English Hong, Chong Chai Ahmad, Ummul Khair Language of promotion in Malaysian banking brochures
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	Hong, Chong Chai Ahmad, Ummul Khair
author_facet	Hong, Chong Chai Ahmad, Ummul Khair
author_sort	Hong, Chong Chai
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	Penerbit Universiti Kebangsaan Malaysia
publishDate	2014
url	http://eprints.utm.my/id/eprint/53299/1/UmmulKhairAhmad2014_LanguageofPromotioninMalaysianBankingBrochures.pdf http://eprints.utm.my/id/eprint/53299/ http://ejournals.ukm.my/3l/article/view/6836
_version_	1643653316547182592
score	13.211869

Language of promotion in Malaysian banking brochures

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