c. Advertisements – type C
| Module 7.3
विज्ञापन Advertisements
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दीवारों पर विज्ञापन Ads on Walls
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| Text Level
Advanced |
Mode
Interpretive
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| 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 |
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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 –
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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 लडकी रोशनी घर की
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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 ड and ढ in regional languages like Haryanavi and therefore the use of the latter could be due to regional influence. |
| 4. |
श्रद्धानन्द मंदिर
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In the text, the word श्रद्धा is written with घ (instead of ध) clinging below द. It is not possible to reproduce here a ligature combining द् and घ in current word-processing systems. The word should have been spelled with ध underneath without letting its left edge touching the other consonant द. The error is caused due to close similarity between the writing of the two letters ध and घ. |
Cultural Notes
| 1. | होली मुबारक
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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
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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.
