Hindi Specialised Translation

The teaching aims to introduce students to the phases and logic that accompany the making of the advertisement. Furthermore, the teaching intends to introduce students to the lexical, syntactic and grammatical peculiarities that characterize advertising in Hindi. In addition to the more purely linguistic and, above all, lexical notions, the teaching aims to offer the theoretical tools necessary to identify, analyze and understand the ideological, cultural, social and economic logic and dynamics which guide and govern communication in the advertising industry, determining the expressive methods and linguistic choices.

At the end of the teaching, students should have broadened their lexical knowledge with the acquisition of the terminology that characterizes the industry and the advertising market. The analysis, then, of advertising texts will allow them to improve and consolidate their translation skills necessary to transpose not only the contents, but the socio-cultural and the extra-linguistic elements aimed at increasing the persuasiveness of the advertising message. Furthermore, the study of the extra-linguistic component of advertising communication will allow students to consolidate their knowledge of the socio-cultural dynamics and ideological orientations that permeate a component of contemporary Indian society. Students will therefore learn to apply their knowledge of Indian history and culture to the deciphering of advertising messages, thus developing their critical skills and learning to rework previous knowledge in order to penetrate the complexity of contemporary socio-cultural and linguistic products.