P20145 Vilambara Mozhli Pearpugal

The charactertistics of advertisements translated in Tamil, and the special qualities of advertisement-Tamil are expalined in this lesson. Further, the changes occurred in the translated advertisements due to mixing of other languages are also illustrated. Advertisements in general, different types of translations employed in the field of advertisement, violation of literary tradition etc., are dealt with in the five units of this lesson. Advertisements should instruct the consumers, induce their desires, attract their attention and register in their minds. They should have clarity and use minimum words. Owing to globalisation Tamil Nadu is connected with world commerce. Advertisements help the commercial organisations to sell their products. Most of the advertisements are initially designed in English or Hindi and translated in Tamil later. Neither the tradition nor the unique quality of Tamil is important in this activity. But the tempererment of the officers of these establishments guides the translations. As a result, the style, vocabulary and the uniqueness of Tamil language undergo a change. Translations in advertisements are of different categories. Word by word translations, direct, and partially anglicised translations are there. We find incongruent word formation and hybrid forms of Tamil and English. Sometimes advertisements enrich Tamil Vocabulary as may be found in ஆழ் குழாய்க் கிணறு for bore-wells and சரித உணவகம் for fast food centres. Partial translations are of two types; the Engilish term would be either in the beginning or at the end as in விமான சர்வீஸ் for Air Service, and சிவில் அதிகாரிகள் for civil authorities. English words like textiles and deluxe are transliterated in Tamil. Sanskrit words like பிரார்த்தனை and கல்யாணம் are used in Tamil advertisements. The example ஸ்ட்ராங்கான காபி is a case of new word formation by adding Tamil ending ஆன to English word ஸ்ட்ராங், Serial advertisements violate Tamil grammar to attract the customers. Some advertisements carry more English words than Tamil. The occurrence of words like பூஸ்டர், ஆன்டனா, ஆல்பா and so on is due to the impact of modern communication technology on Tamil advertisements. On learning this lesson, you will realise the impact of advertisements on Tamil vocabulary and expressions. On-going changes in Tamil are more consumer-oriented than linguistically based.