La lingua cinese nelle pubblicità di prodotti alimentari: traduzione di tre articoli specialistici

Abstract

Advertising is a form of marketing communication. It is the most important channel to get in touch with customers; it allows companies to promote their products and to make them known, and gives new brands the opportunity to enter the market. For these reasons, an increasing number of companies decide to invest in advertising and contribute to the growth of this industry. As a result, advertisement language is becoming a “form of literature”, since it plays a key role in grabbing customers attention; language in advertisement should describe the product in an attractive way, highlighting its features and unique selling points. Among the most advertised products there are foods. Food is both a necessity for human beings and a pleasure; everyone of us is a potential customer in the food market, and looks for tasty and high-quality foods. This dissertation aims to investigate and analyse the chinese language of food advertisement, through the translation of three specialized articles. The first article tries to classify chinese food advertisement styles, on the basis of an existing categorization made by Sikong Tu in his “Twenty-four styles of poetry”. The second and the third articles focus on the analysis of two linguistic categories largely used in chinese advertisement of food: deictic expressions and homophones. The articles also contain several chinese advertisements that have been translated into italian, showing how creativity and originality are the basics of an impressive and effective advertisement.