rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Language analysis of the promotional discourse of the halal food industry
  name:
    name part: Wan Nor Fasihah Wan Mohd Fadzlullah
    role:
      role term: creator
    role:
      role term: author
  name:
    name part: Adlina Ariffin
    role:
      role term: degree supervisor
  name:
    name part: International Islamic University Malaysia
    name part: Department of English Language and Literature
  type of resource: text
  genre: theses
  genre: Theses, IIUM local
  origin info:
    place:
      place term: my
    date issued: 2022
    issuance: monographic
  language:
    language term: eng
  language: languageTerm
  physical description:
    form: print
    extent: xv, 108 leaves : color illustrations ; 30cm.
  abstract: As the leading global halal hub, Malaysia has dominated the Global Islamic Economic Indicator for the eighth year in a row (DinarStandard, 2019). This achievement is contributed by the nation’s biggest source of halal export, which are halal food and beverages that is estimated to be worth RM 22 million in 2019 (Halal Development Corporation, 2020). To further strengthen Malaysia’s halal sphere, the Halal Industry Master Plan 2030 (Halal Development Corporation, 2018) has proposed an objective to resolve current issues in the halal industry, which includes mislabeling and ambiguous advertising. This study aims to tackle these linguistic based issues through identifying the language mechanics used in the halal food promotional discourse and determining the role of these linguistic elements in delivering the halal message. Two hundred halal food promotional materials were collected from several halal exhibitions in Klang Valley and resulted in a 19,742 word halal promotional corpus. Through discourse analysis, the identification of rhetorical devices were supported with the Framework of Rhetorical Devices by Zulkipli and Ariffin (2019) and the intertextuality and interdiscursivity were analyzed through multi perspective discourse analysis (Bhatia, 2002). The Framework of Islamic Advertising (Mokhtar, 2016) was also employed to map the linguistic elements following Maqasid Shariah’s principle of protecting the religion. This study uncovered the fact that although halal rhetorics were not fully utilized by all halal brands, elements of advertising mildly and truthfully were the highest among other Islamic elements as evident in the usage of modest language and displaying halal logos. The findings were consistent with the feedback from halal food companies which emphasized that they focused their halal marketing strategy mainly through displaying halal logo because it was deemed enough to represent the halal message in the halal food promotional discourse.
  target audience: specialized
  note: by Wan Nor Fasihah Bt Wan Mohd Fadzlullah
  note: Abstracts in English and Arabic.
  note: "A dissertation submitted in fulfilment of the requirement for the degree of Master of Human Sciences in Applied Linguistics." --On title page.
  note: Thesis (MHSAL)--International Islamic University Malaysia, 2022.
  note: Includes bibliographical references (leaves 99-104).
  subject:
    geographic code: a-my---
  identifier: http://studentrepo.iium.edu.my/handle/123456789/11462
  record info:
    record content source: UIAM
    record creation date: 230712