Semantic and syntactic evaluations of food brand slogans / Noraziah Mohd Amin, Nursafwah Tugiman and Mohamad Noor Salehhuddin Sharipudin

• Main Authors: Mohd Amin, Noraziah, Tugiman, Nursafwah, Sharipudin, Mohamad Noor Salehhuddin
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024
• Subjects: Branding (Marketing); Advertising; Hospitality industry. Hotels, clubs, restaurants, etc. Food service
• Online Access: https://ir.uitm.edu.my/id/eprint/98157/1/98157.pdf; https://ir.uitm.edu.my/id/eprint/98157/; https://www.jthca.org/
• Institution: Universiti Teknologi Mara

Food is one of the most purchased products by consumers and therefore, food advertising is omnipresent. Advertising slogans’ choice of language is crucial to the meaning they wish to communicate and the meaning they convey depends on the words they contain. Realizing this, the present study was impl...