OVERVIEW

This module is compulsory for students enrolled in the BA degree Languages and Cultures for Entrepreneurship and Tourism, but can also be chosen as a selective module by students enrolled in the BA degree Modern Languages and Cultures. It examines in detail the languages employed in Chinese contemporary promotional culture (advertising, branding, and marketing), with a focus on the comprehension of promotional texts, the analysis of the context of production and reception, the investigation of their cultural significance, as well as the translation/adaptation strategies outside of China.

AIMS AND CONTENT

LEARNING OUTCOMES

The course aims at reinforcing and developing linguistic, translation and communication skills in the field of Chinese for special purposes, with a focus on the realms of promotional culture and communication in contemporary China. The learning outcomes will be reached through reading activities, in-depth analyses, and translations of texts (verbal, visual and audiovisual) in Chinese language, combined with the study of secondary sources necessary in order to guarantee an adequate understanding and a proper contextualisation in relation to China’s economy, politics and society.

AIMS AND LEARNING OUTCOMES

On completion of this module the students will:

1) improve their linguistic, translation and communication skills in the field of Chinese for special purposes, with specific reference to promotional and communication phenomena, such as advertising, branding and marketing;

2) be able to read, analyse and translate a variety of Chinese-language materials;

3) demonstrate knowledge and mastery of secondary sources, which are necessary for an in-depth critical analysis of the themes and contents addressed during the module (for example, cross-cultural advertising);

4) manage to contextualise the contents of the module in the specific realm of contemporary China, taking into account factors related to economy, politics and society.

PREREQUISITES

The module is conceived for third-year students who gained the linguistic skills necessary in order to understand the syllabus/contents. In order to attend this module, students should have passed the exam Chinese Language 1 and, preferably, also the exam Chinese Language 2.

TEACHING METHODS

This is a 36-hour module running on the first semester of the academic year 2024/2025. Lectures will be delivered in the classroom, face-to-face.

Beyond attending lectures, the students will be required to carry out independent study and activities (translations, online searches, watch audiovisual texts, draft of glossaries, etc.), which will be assessed through feedback and constructive comments in the classroom.

Attendance to this module is strongly recommended and will be monitored. Non-attending students will also be required to complete the homework and away activities, and also write a book report (they will choose one of the English titles provided in the recommended reading section).

SYLLABUS/CONTENT

The module is intended to address in-depth three main areas related to promotional culture in contemporary China:

- advertising;

- branding;

- marketing.

The module includes reading activities and analyses of Chinese-language texts, an examination of lexicon and structures of promotional languages, translations from Chinese into Italian (and viceversa), as well as critical explorations on translation strategies and choices. The activities will be carried out both in class and outside the classroom.

The syllabus is the same for attending and non-attending students. Non-attending students are required to inform the lecturer in advance and agree with her on the deadlines for the various homework assignments.

RECOMMENDED READING/BIBLIOGRAPHY

Chinese-language materials will be distributed before or during the classes, together with links to have access to online materials as well as additional readings (which are mandatory as well).

Among the essential mandatory readings:

Canigiani, E. 2001. “Introduzione allo studio dei marchi cinesi e delle traduzioni dei nomi dei marchi stranieri in cinese”, Mondo Cinese 106,  41-53 https://www.tuttocina.it/Mondo_cinese/106/106_Cani.htm

Eckhardt, G. M. and Bengtsson, A. (2010). ‘A Brief History of Branding in China’, Journal of Macromarketing 30(3): 210-221.

Puppin, G. 2014. ‘Advertising and China: How Does a Love/hate Relationship Work?’ In The Changing Landscape of China’s Consumerism, edited by Alison Hulme, 177–95. Oxford: Chandos/Elsevier.

Puppin, G. 2020. 'Forty Years of the Return of Advertising in China (1979-2019): A Critical Overview', Jomec (Journalism, Media and Cultural Studies) 15, 1-19, https://jomec.cardiffuniversitypress.org/articles/abstract/10.18573/jomec.201/

Puppin, G. 2024. "The Revival of Chinese Time-honored Brands:Following the Paw Prints of the 'White Rabbit' (Dabaitu大白兔)". Kervan. International Journal of African and Asian Studies, 28(2): 325-350, ISSN 1825-263X, https://doi.org/10.13135/1825-263X/11600   

Puppin, G. 2024. "Ricordando le prime Olimpiadi cinesi: uno studio sul design dell'identità visiva del brand Pechino 2008". In A. Civardi e P. Marelli (a cura di), Connessioni: lingue, culture e società in relazione (Atti Giornata della Ricerca DLCM), 293-317. Alessandria, Edizioni dell’Orso. 

Puppin, G. 2025. "Pubblicità: Scheda Storica" e "La pubblicità audiovisiva nella Cina di oggi: una lettura semiotica", in M. Caschera e N. F. Riva (a cura di), I media cinesi. Fonti, metodi, analisi. Roma, Carocci, pp. 193-214.

Puppin, G. 2025. “Designing China through the Winter Olympics: A Case Study on the Visual Identity of the ‘Look’ of Beijing 2022”, in A. Brezzi and P. De Troia (eds.), Italian Association for Chinese Studies Selected Papers 5, 223-237. Venezia: Cafoscarina.

Suggested readings (non attending students should choose ONE title in order to write their book report): 

Cheng, H. & Chan, K. (eds.) 2009. Advertising and Chinese Society: Impacts and Issues. Gylling, Denmark: Copenhagen Business School Press.

Dong, L. and Tian, K. 2010. Consumer-Citizens of China: The Role of Foreign Brands in the Imagined Future China, London: Routledge.

Li, H. 2016. Advertising and Consumer Culture in China. Cambridge: Polity.

Wang, J. 2008. Brand New China: Advertising, Media, and Commercial Culture. Cambridge, MA: Harvard University Press.

TEACHERS AND EXAM BOARD

LESSONS

LESSONS START

Semester II, academic year 2026/2027 (from 15 February to 28 May 2027).

Please note that the Easter Vacation runs from 25/03/2017 to 29/03/2027 and that May 1st is Labor Day (therefore, there will be no in-person classes).

The timetable of the lectures will be advertised on EasyAcademy.

Class schedule

The timetable for this course is available here: Portale EasyAcademy

EXAMS

EXAM DESCRIPTION

Drafting of a written essay on one case study related to the themes/contents addressed during the module and explained in the classroom, which has to be agreed with and approved by the module convenor. The essay will be uploaded online via Aulaweb, after the student is formally registered to the exam.

The specific guidelines related to the drafting of the essay (themes/contents, lenght, deadline and upload, etc.) will be made available on AulaWeb.

Non attending students, in addition to the final essat, will have to draw up a book report, choosing one of the English titles indicated in the Bibliography section.

ASSESSMENT METHODS

The final essay aims at assessing the theoretical and methodological knowledge for a critical analysis of promotional texts in Chinese language as explained during the lectures, more specifically:

1) the students' linguistic, translation and communication skills;

2) ability to read, analyse and translate a variety of Chinese-language promotional materials;

3) the knowledge and mastery of secondary sources for an in-depth critical analysis of the themes and contents addressed during the module (in particular, semiotic analysis);

4) ability to contextualise the contents of the module in the specific realm of contemporary China, taking into account factors related to economy, politics and society, as well as the existing literature in the field.

The book record required of non attending students, in addition to the essay, will ensure that the topics covered in class have been adequately explored in an independent way (even if the student has not attended class hours).

FURTHER INFORMATION

Students who have valid certification of physical or learning disabilities on file with the University and who wish to discuss possible accommodations or other circumstances regarding lectures, coursework and exams, should speak both with Prof. Sara Dickinson (sara.dickinson@unige.it) – who is the Department's disability liaison – and with the module instructor.