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Language of promotion in Malaysian banking brochures

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


Official URL: http://ejournals.ukm.my/3l/article/view/6836


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

Item Type:Article
Uncontrolled Keywords:brochures, genre analysis, multimodality, promotional language, rhetorical structure
Subjects:P Language and Literature > PE English
Divisions:Language Academy
ID Code:53299
Deposited By: Siti Nor Hashidah Zakaria
Deposited On:01 Feb 2016 03:54
Last Modified:25 Jul 2018 07:55

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