The Pragmatic Aspects of Wordplay in Advertising Slogans for Halal Products in English
Abstract
Advertising slogans are essential tools in branding and consumer engagement, especially in the halal product industry, where religious and ethical considerations influence purchasing decisions. Wordplay, including puns, double meanings, and cultural references, is widely used in marketing to enhance brand memorability and appeal. However, in halal advertising, linguistic creativity must align with religious and cultural sensitivities. This study explores the pragmatic aspects of wordplay in halal product slogans, focusing on how it shapes consumer perception and brand trust.
The research employs a qualitative approach, analyzing slogans from various halal brands across food, cosmetics, and pharmaceuticals. The study examines how wordplay operates within pragmatic frameworks such as implicature, speech acts, and cultural presuppositions. Additionally, consumer responses are assessed to determine the effectiveness of wordplay in shaping brand identity and purchase motivation.
Consumer feedback highlights that while wordplay strengthens brand recall, excessive or ambiguous slogans may lead to misinterpretation. Advertisers must balance creativity with clarity to ensure effective communication.
In conclusion, wordplay in halal advertising serves as a powerful tool for branding and persuasion when used strategically. Future research should explore regional differences in halal marketing and the impact of linguistic creativity on global consumer behavior.
Keywords
Halal advertising, wordplay, advertising slogansHow to Cite
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