Module 7

Module Seven – Advertisements

विज्ञापन

Advertisements

a. Advertisements – type A

Module  7.1

 

विज्ञापन

Advertisements

 

 

 

पत्र-पत्रिकाओं में विज्ञापन

Ads in Newspapers and Periodicals

Text Level

Advanced

Mode

Interpretive

 

What will students know and be able to do at the end of this lesson?

Appreciating features and cultural nuances in information in printed ads


Text

सरिता पत्रिका का विज्ञापन

शून्य में असीम को देखें

जो दिखता है उसके परे देखने की क्षमता है सरिता

समाज को एक नया आयाम देने का प्रयास है सरिता

आरंभ में मंज़िल की झलक है सरिता

सरिता दृष्टि से दूरदृष्टि तक

कोका कोला का विज्ञापन

 

Glossary

( shabdkosh.com is a link for an onine H-E and E-H dictionary for additional help)

विज्ञापन m

इश्तहार, advertisement, commercial

शून्य m

सिफ़्र, सिफ़र m, zero

असीम

निस्सीम, infinite

क्षमता f

capability

आयाम m

dimension

सुरक्षित

सही-सलामत, safe

छेड़खानी f

teasing, stalking

रसायनिक

chemical

परिवेश m

पर्यावरण m, environment, milieu

प्रतिरोधी

resistant

श्रमिक m

मज़दूर m/f, laborer

निर्माण m

construction, development

शक्ति के बाण

arrow/rocket of power

Structural Review

1.

रसायनिक

Also written as रासायनिक, which is more correct than रसायनिक. Other derivatives with standard spellings are रासायनिक, साम्प्रदायिक, व्यावसायिक, व्यापारिक, सामाजिक, धार्मिक,सांस्कृतिक, काल्पनिक etc. but some of these (the first three of this list) are written and pronounced as रसायनिक, सम्प्रदायिक, व्यवसायिक. It looks like that there is a linguistic change in progress for a subset of words of this pattern.

2.

एक आंख खो बैठा

This is a compound verb where खोना is the main verb and बैठना adds a connotation of ‘regret’ to the meaning of the main verb.

3.

फेंके, करें, लगाएं, चलाएं, बैठाएं

These are subjunctive forms in third person plural. Subjunctive forms indicate suggestion or polite instruction.

Cultural Notes

1.

सरिता

 

This is the name of a Hindi magazine which attempts to combat religious and social superstitions prevalent in Hindu society.

2.

च्यवनप्राश

 

This is a health supplement rooted in the Ayurvedic system. The main ingredient is आंवला, which is rich in vitamin C.

Practice Activities (all responses should be in Hindi)

1.

Do you think advertisement of products promotes consumerism? Support your answer YES or NO answer with implications for consumerism.

2.

How much publicity does one need to have a positive imprint on consumers’ minds?

3.

If you were to advise on creating a TV commercial for a new product, what advice would you give for bringing out the best in the product in the shortest time?

4.

Go to the following website and read about the difference between an ad and a commercial. Later, discuss in a group the same topic in Hindi. Do not forget to add your own ideas to the discussion.

http://smallbusiness.chron.com/difference-between-ad-commercial-26203.html

5.

Select one ad or commercial available in any media and critique it from the viewpoint of language and social implications.

Comprehension Questions

1. What advice does the Delhi Police give about celebrating Holi?

            a. Do not throw colors on women you don’t know.

            b. Do not consume any liquor on that day.

            c. Do not carry more passengers in a vehicle than the legal limit.

            d. Let Holi be a safe festival for one and all.

2. What is the central message in the svarnapraash ad?

                a. It provides nutrition for both body and mind for all.

            b. It’s designed for those who do intellectual work all day long.

            c. It’s the most recommended product by doctors today.

            d. It provides necessary vitamins for young and old in the family.

b. Advertisements – type B

Module  7.2

 

विज्ञापन

Advertisements

 

 

 

 

टीवी पर विज्ञापन

Ads on TV

 

Text Level

Advanced

Mode

Interpretive

 

What will students know and be able to do at the end of this lesson?

Appreciating cultural nuances in information in TV ads


Text

(टाइम्स ऑफ़ इंडिया)

खूबसूरत रिश्तों में बंधे हम लोग आभारी हैं। 

टाइम्स ऑफ़ इंडिया के मनपसंद रिश्तों का मधुर संदेश – टाइम्स ऑफ़ इंडिया

(नवभारत टाइम्स)

इस दुर्घटना को जब देखा तो मुझे अपनी आंखों पर विश्वास नहीं हुआ। और उसके पीछे… देखिए, जो सच है वह ही छपेगा। यह है नवभारत टाइम्स। सच छुपाता नहीं, छापता है। हर तरह से निर्भीक, निष्पक्ष, निडर  –      नवभारत टाइम्स

[कोल्गेट टूथ पेस्ट का इश्तहार]

शरीर इतना तगड़ा, मगर दांत ख़राब

ठहरिए!

खुरदरे और दानेदार मंजन दांतों और मसूड़ों को नुकसान पहुंचाते हैं।

बारीक सफ़ेद कोल्गेट टूथ पाउडर दांतों की हल्की मालिश कर के उन्हें चमकाता है।

उनमें ताज़गी भर लाता है।

उसका असर दांत साफ़, दांतों में सड़न पैदा करने वाले कीटाणुओं को दूर करता है।

सांस की बदबू हटाता है।

मज़बूत और स्वस्थ दांतों के लिए कोल्गेट टूथ पाउडर!

इस का पैपरमिंट का स्वाद सब के मन को भाता है।

कोल्गेट टूथ पाउडर से अपने दांतों और मसूड़ों की सुरक्षा कीजिए!

[हेलो शैंपू का इश्तहार]

हेलो शैंपू– हेलो बालों में रौनक लाए, बालों को रेशम सा बनाए।

महक इतनी ताज़ी निराली हेलो से मन खिल खिल जाए।

हेलो शैंपू हेलो शैंपू हेलो एग शैंपू प्रोटीन युक्त पोषण

नया हेलो ग्रीन एपल शैंपू ताज़ी मनमोहक ख़ुशबू

नया हेलो हर्बल शैंपू जड़ी बूटियों के गुणों से भरपूर

हेलो शैंपू बालों में रौनक लाए रेशम सा बनाए।

Funny Ads

http://www.youtube.com/watch?v=eykTEORG6j4&list=PL5B0912BA170CF2AA

Dil ki Baat

http://www.youtube.com/watch?v=y5pUpd5-wVo&feature=player_embedded

Hindi Commercials (selected)

http://goldensilt.blogspot.com/2011/11/old-indian-advertisements.html      (13 video commercials)

http://www.youtube.com/watch?v=pu6iwOC97hc

http://freemp3q.com/mp3-download-hindi-tv-ads.html

Vicco Turmeric Cream Ad

http://www.youtube.com/watch?v=2BRYGTqouuE

Coming Home AirTel

http://www.youtube.com/watch?v=-DIfgb3wTYM

Constant Contact

http://www.youtube.com/user/constantcontact?v=fL1tRiexB6Y

Glossary

( shabdkosh.com is a link for an onine H-E and E-H dictionary for additional help)

खूबसूरत रिश्ते

सुंदर संबंध m, beautiful relationships

आभारी

कृतज्ञ, एहसानमंद, grateful

दुर्घटना

accident

निर्भीक

निडर, बहादुर, daring

निष्पक्ष

impartial

निडर

fearless

तगड़ा

ताकतवर, strong

खुरदरा

rough

दानेदार

grainy

मसूड़ा

gum

कीटाणु

germ

रेशम

silk

निराला

अद्वितीय, unique

मनमोहक

आकर्षक, gorgeous

जड़ी-बूटी

herbs

Structural Review

1.

विज्ञापनों की भाषा

Word play is at its best in ads. The goal is to capture the imagination of consumers. Ads also encapsulate a broad appeal in minimum words. Good ads are creative both linguistically and culturally.

2.

निर्भीक, निष्पक्ष, निडर

In the first two words, the prefix is निः which changes to निर् and निष् according to rules of Sandhi (fusion of two sounds). In the last word, डर is an indigenous Hindi word and accepts a simplified prefix नि to indicate negation. 

3.

ताज़गी भर लाता है

 

This is basically a stem+कर type construction, where कर has been left out to suggest negligible time gap between the two actions of भरना and लाना.

Cultural Notes

1.

मंजन

 

मंजन is a traditional tooth powder for cleaning teeth. Traditionally, a twig of an acacia (कीकर) tree and neem tree is also used for this purpose.

Practice Activities (all responses should be in Hindi)

1.

Based on various commercials you have seen in this unit, make a short list of fine characteristics of good ads.

2.

Do you think that ads/commercials should be allowed to make only those claims which they can support with substantial evidence.

3.

Think of a new product and create an ad/a commercial for it. Be creative.

4.

What is the reason for hiring professional actors for creating commercials? Does the real merit of the product get relegated to the backround under the influence of the actor’s charm.

5.

Critique a specific ad/commercial.

Comprehension Questions

1. What is said in the Times of India (TOI) ads?

            a. TOI exposes untrue stories published in the media.

            b. TOI publishes upbeat  stories for its readers.

            c. TOI shares true stories with its readers.

            d. TOI provides a matrimonial service free of charge.

2. What is said in the Colgate tooth powder ad?

            a. It removes yellowish stains and whitens teeth.

            b. It protects teeth and gums and removes bad breath.

            c. It is the best tooth powder based on research.

            d. It contains ingredients that remove plaque.

c. Advertisements – type C

Module  7.3

 

विज्ञापन

Advertisements

 

 

 

दीवारों पर विज्ञापन

Ads on Walls

 

Text Level

Advanced

Mode

Interpretive

 

What will students know and be able to do at the end of this lesson?

Appreciating cultural nuances of messages on bill boards and wall writings


Text

भारत में शहर गांव की दीवारों पर जगह जगह बड़े बड़े अक्षरों में विज्ञापन लिखने की परंपरा कई वर्षों से लगता है चली आ रही है। यह स्पष्ट नहीं है कि जिन दीवारों पर विज्ञापन लिखे जाते हैं वे दीवारें विज्ञापन देने वाली कंपनियों की अपनी होती हैं या उन्हें इनका किराया देना पड़ता है। रेलगाड़ी से जाते हुए यात्रियों को कई दीवारों पर इस तरह के इश्तहार देखकर ऐसा लगता है कि शायद उन दीवारों का इस्तेमाल मुफ़्त ही हो। कहीं कहीं बिलबोर्ड बनवाकर भी दीवारों पर लगवा दिए जाते हैं । आइए कुछ नमूने देखते हैं –

Glossary

( shabdkosh.com is a link for an onine H-E and E-H dictionary for additional help)

प्रमुख

main, major

योजना f

plan

आवास ऋण m

housing loan

वाहन ऋण m

vehicle loan

व्यक्तिगत ऋण m

personal loan

घुलना

melt

उमंग f

intense desire

मुबारक f

बधाई f, congratulations

Structural Review

1.

सेंट्रल बैंक ऑफ़ इंडिया

The ऑ sound was introduced in Hindi to represent English sound found mainly in English loan words.  Its pronunciation is a back ऑ (awe) as in the English word /hot/ or /college/.

2.

हमारी प्रमुख ऋण योजनायें

योजनायें can also be written as योजनाएं. Both यें and एं are in free variation when it is the final syllable of any Hindi word. The latter एं occurs more frequentlyस. This variation also applies to the non-nasalized forms –ये and –ए as in लिये and लिए.

3.

पढी लिखी लकी रोशनी घर की

 

 

Spelling errors are rampant in Hindi writings in public spaces. Here पढी should have been written as पढ़ी and लडकी as लड़की to as correct standard Hindi orthography. These two retroflex flaps ड़ and ढ़ are pronounced as andin regional languages like Haryanavi and therefore the use of the latter could be due to regional influence.

4.

 

श्रद्धानन्द मंदिर

 

In the text, the word श्रद्धा is written with घ (instead of ध) clinging below . It is not possible to reproduce here a ligature combining द् andin current word-processing systems. The word should have been spelled with underneath without letting its left edge touching the other consonant . The error is caused due to close similarity between the writing of the two letters and.

Cultural Notes

1.

होली मुबारक

 

Holi is the Indian festival of colors and is usually celebrated in March every year. होली मुबारक is a stock phrase meaning ‘Happy Holi’ like ‘Happy Diwali’, ‘Happy Id’.

2.

विद्या मंदिर

Literally it means ‘temple of knowledge’, used here for a ‘school’.

3.

Use of English words

 

 

The composite culture of the society is reflected in the composite culture of the language of the people. In many domains, English words are a part of natural usage.

Practice Activities (all responses should be in Hindi)

1.

What rules can a municipality or a city corporation make for regulating the size, location, etc. for store signs and for ads on public or private walls, etc.

2.

What would you suggest for using Hindi, English, or a mix of the two for a variety of ads/commercials in the Indian context?

3.

Ads are becoming more and more common on Internet and social media. Give your assessment of their status with some examples for making a sound recommendation to your company.

4.

Compare various modes of advertising used by small business in the U.S. and India.

5.

Explore the Internet for top advertisements in India and prepare a short presentation on important aspects of effective advertising in India.

Comprehension Questions

1. What is the text-writer’s opinion about ads written on walls?

            a. Advertising companies own these walls.

            b. Advertising companiew rent the space on walls.

            c. Adverstising companies use such walls without any fees.

            d. None of the above statements is  based on the text.

2. What is the best option below about girls in the ads of this unit?

          a. Girls are interested in the beauty parlour.

            b. Girls with education can serve their families better.

            c. Girls do not play Holi as much as boys do.

            d. Girls are more interested in a temple of knowledge.

d. Advertisements – type D

Module  7.4

 

विज्ञापन

Advertisements

 

 

 

अंग्रेज़ी से अनुसृजित विज्ञापन

Ads Trans-created from English

Text Level

Advanced

Mode

Interpretive

 

What will students know and be able to do at the end of this lesson?

Comparing and contrasting linguistic and cultural distinctiveness of the two languages


Text

अनुसृजन में विज्ञापनों की संकल्पना मूल  रूप से अंग्रेज़ी में की जाती है और हिन्दी में उसका अनुवाद किया जाता है। अनुसृजन का अर्थ है सामान्य अनुवाद से परे सृजनात्मक शैली में किया गया अनुवाद। इसमें अंग्रेज़ी के विचारों को वैसा ही रखते हुए विज्ञापन को हिन्दी में भाषा की प्रकृति के अनुकूल एक ऐसा नया स्वरूप देना होता है जिसमें हिन्दी के प्रभावी शब्दों, कहावतों या मुहावरों का प्रयोग हो । इसके लिए भाषा की पकड़ से एक संदेश का सृजन करना होता है जो भावी ग्राहकों की नब्ज़ छू सके और उनको उत्पादों के साथ भावनात्मक रूप से जोड़ सके । सामान्य अनुवाद मात्र में ऐसी क्षमता नहीं होती । आज विज्ञापनों की दिलों को छूने वाली व्यावसायिक हिन्दी शैली बड़ी बड़ी बहुराष्ट्रीय कंपनियों के उत्पादों को लाखों करोड़ों भारतीयों तक पहुंचाने में महत्वपूर्ण भूमिका अदा कर रही हैं ।

आइए देखें अनुसृजन शैली के कुछ विज्ञापन

१.    अंग्रेज़ी            Thumps Up – “Taste the Thunder”

अनुवाद –           बिजली को चखो

अनुसृजन –         तूफ़ानी ठंडा

२.    अंग्रेज़ी –             Elle 18“Be Yourself”

अनुवाद –           जैसे हो वैसे रहो

अनुसृजन –         ज़िन्दगी तुम्हारी, अंदाज़ तुम्हारा

३.    अंग्रेज़ी –             Lakme Hair Remover – “I feel soft, silky and woman all over”

अनुवाद –           मैं अनुभव करती हूं कोमल, रेशमी और नारीत्व पूरी तरह

अनुसृजन –         मैं नारी रेशम रेशम, मेरा अंग रेशम रेशम

४.     अंग्रेज़ी –             Lakme Shampoo –   “A shampoo called Lakme and a woman called you, the result  is sheer magic”

५.    अनुवाद –           लक्मे नाम का शैंपू और नारी नाम की आप, परिणाम है निरा जादू

अनुसृजन –         शैम्पू लक्मे का …. और अंदाज़ आपका, कहीं नज़र न लग जाए

६.   अंग्रेज़ी –             Britania –        “Eat Healthy Think Better”

अनुवाद –           स्वस्थ खाना खाओ और अपनी सोच को बेहतर बनाओ

अनुसृजन –         स्वस्थ खाओ, तन-मन जगाओ

७.    अंग्रेज़ी –             Saffola –         “Heart of Healthy Family”

अनुवाद –           स्वस्थ परिवार का हृदय

अनुसृजन –         स्वस्थ परिवार के दिल की धड़कन

८.    अंग्रेज़ी –             Rasna –                      “ Relish a-gain”

अनुवाद –           स्वाद चखिए और फ़ायदा उठाइए बार बार

अनुसृजन –         रसाहार की बहार, फ़ायदों की फुहार

९.    अंग्रेज़ी –             TVS Suzuki Dealership – “The five best investments for the future are gold, the AIDS vaccine, Picasso paintings, ocean mining and a TVS Suzuki dealership”

अनुवाद –           भविष्य के लिए पांच निवेश हैं सोना, एडज़ की वैक्सीन, पिकासो की पेंटिंग, सागर खनन और टीवीएस सूज़ूकी डीलरशिप

अनुसृजन –         भविष्य में पैसा बनाने के दो तरीके होंगे एक सोने के अंडे देने वाली मुर्गी, और दूसरा टीवीएस सूज़ूकी डीलरशिप

१०.अंग्रेज़ी – Godrej Fresca Soap –          “Beautiful beautiful       Fresca,    Beautiful fragrance of Fresca”

            अनुवाद –     सुन्दर सुन्दर फ़्रेस्का, सुन्दर ख़ुशबूदार फ़्रेस्का

        अनुसृजन –             सुन्दर सुहाना फ़्रेस्का, ख़ुशबू का ख़ज़ाना फ़्रेस्का

११.अंग्रेज़ी –             Water Kingdom –      “Only the wet survive”

           अनुवाद –            जो भीगेंगे वे बचेंगे

           अनुसृजन –          भीगो तो जानें

                                 एल. एन.बैजल के लेख के आधार पर

Glossary

( shabdkosh.com is a link for an onine H-E and E-H dictionary for additional help)

अनुसृजन m

transcreation

संकल्पना f

concept

शैली f

style

प्रकृति f

nature, temperament, texture, property

भावनात्मक

emotional

महत्वपूर्ण भूमिका f

important role

Structural Review

1.

संकल्पना

This word is a new Hindi coinage to match the English word ‘concept’. Earlier, words like विचार, सोच, and चिंतन were used to convey the same idea. With new concepts emerging in different disciplines, the language needed more differentiated accuracy in meanings and hence the emergence of new words.

2.

अनुसृजन

 

This is also a new word in Hindi to match the English word ‘transcreation’ which is also a newly coined word in English. It developed as a result of the conceptual fusion between creativity and translation. In Hindi, the prefix अनु gives the sense of ‘following’ and सृजन, सर्जन, सृष्टि, स्रष्टाare related words that are derived from the Sanskrit root सृज् meaning ‘to create’.

Cultural Notes

1.

Hindi idiom

 

In the process of transcreation, language is created with not only cultural appropriateness but also with the structural collocations and in keeping with poetic traditions of the language. The more one is immersed in the target language and culture, the more creative one can expect to become in the use of idiomatic language.

Practice Activities (all responses should be in Hindi)

1.

Explain the following statement in Hindi – “Localization of international advertising campaigns consists of adapting the company’s communication to the specificities of the local environment of the hosting countries targeted by the campaign”.

2.

What needs to be kept in mind while translating ads from English to Hindi?

3.

Advertising is a mode of communication between a business and consumers and its purpose is to affect consumers in positive ways. What factors would you like to suggest for creating an advertisement for consumers in rural India?

Comprehension Questions

1. What is implied in the text of this unit?

            a. The natural idiom of a language makes a better appeal.

            b. One can write creatively in one’s own language only.

            c. People write ads in their native language first.

            d. Translation of an ad is generally not a good idea.

2. Which of the following statement is correct according to ads 1 to 11 of this unit?

            a. Saffola and Rasna are good food for a human heart.

            b. Beautiful women and a beautiful Suzuki go together.

            c. If you eat healthy, you will stay healthy and think healthy.

            d. your investment now is your investment in your future.

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