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Advertising industry secrets revealed in inaugural lecture

14 August 2025 | Story Gerda Marié van Rooyen | Photo Stephen Collett

In her inaugural lecture on 5 August 2025, Prof Angelique van Niekerk emphasised that linguistic choices in persuasive communication, specifically advertising communication, carry ideological implications. This is referred to as ‘linguistic capital’, which includes all the language instruments available to a competent language practitioner and/or copywriter.

The inaugural lecture, titled ’n Kulturele en psigolinguistiese perspektief op hoe 'n wêreldbeskouing beïnvloed word aan die hand van advertensiekommunikasie: 1995-2025 (A cultural and psycholinguistic perspective on how a worldview is influenced based on advertising communication: 1995-2025), offered an overview of some of her published research concerning the use of different linguistic instruments within the disciplines, such as syntax, sociolinguistics, morphology, semantics, pragmatics, etc.

Prof Van Niekerk, a lecturer in the Department of Afrikaans and Dutch, German and French at the University of the Free State (UFS), also elaborated on aspects such as nostalgia, controversy, intertextuality, identity, etc., from her research within applied linguistics, based on Afrikaans and English print advertisements.

The lecture concluded with examples from Afrikaans magazines and archives of the Loerie and Pendoring advertisements from 2020 onwards. These examples illustrated the importance of cultural congruence and intellectual challenge (play) in an effective (good) advertisement.

“Recent examples (data) emphasise the importance of social issues as a point of reference; that with which the speaker (marketer) and audience (target market) identify – their good cause,” said Prof Van Niekerk. She referred to significant patterns from recent South African print advertising, stating that South African advertisements involve inclusivity, interactivity through the use of web addresses, QR codes, etc., acknowledgement of the market’s heritage/roots, cultural norms, etc., social consciousness, and a world without pretentiousness.

Prestigious attendees

In attendance was Prof Vasu Reddy, Deputy Vice-Chancellor: Research and Internationalisation, who welcomed the attendees in Afrikaans. He described the event not only as a ceremonial right, but also as the celebration of a milestone, the sharing of knowledge, a goal, and setting the course for the future. “This (the inaugural lecture) is a joyous occasion, especially because it coincides with the official centenary of Afrikaans.”

Prof Marlize Rabe, acting Dean of The Humanities and Vice-Dean: Teaching and Learning, introduced the star of the evening and highlighted some of Prof Van Niekerk's academic achievements, including a PhD in Afrikaans and Dutch and a master’s degree in Communication Sciences (cum laude), as well as a C rating from the National Research Foundation, underlining her contribution to academic research.

The final word of the evening belonged to Head of Department, Dr Francois Smith. “It is significant how you have proved how applied linguistics can get a grip on who and what we are and how we shape our world through language. Science allows us to take a step back and contemplate how language gives us the leverage to take hold of our world. This lecture underscores that our work is of value and has something to offer the world, because language can widen borders and gives us a way to look at the future.”

Vakmanskap van advertensiewese in intreerede bespreek

Prof Angelique van Niekerk, dosent in die Departement Afrikaans en Nederlands, Duits en Frans, het gedurende haar intreerede op 5 Augustus 2025 beklemtoon dat taalpraktyk, oftewel taalkeuse, in oorredende en spesifiek advertensiekommunikasie ideologiese implikasie inhou. Daar word hierna verwys as ‘linguistiese kapitaal’ en sluit in al die taalverwante instrumente in die hand van ŉ vaardige taalpraktisyn (kopieskrywer).

Prof Van Niekerk het in haar intreerede, getitel ’n Kulturele en psigolinguistiese perspektief op hoe 'n wêreldbeskouing beïnvloed word aan die hand van advertensiekommunikasie: 1995-2025, eerstens ’n oorsig gebied van die navorsing wat sy reeds gedoen het oor die funksionele aanwending van die verskillende taalinstrumente binne die teoretiese dissiplines soos sintaksis, sosiolinguistiek, morfologie, semantiek, pragmatiek, ens.

Daarna het sy ’n oorsig gebied uit die toegepaste linguistiek (in Afrikaans en Engels) op grond van Suid-Afrikaanse advertensiekommunikasie. Die gebruik van aspekte soos nostalgie, kontroversie, intertekstualiteit, identiteit, ens. in die advertensiewese is juis om hierdie rede op data van 1995-2025 geskoei. Prof Van Niekerk het haar intreerede afgesluit met voorlopige insigte oor die aard van gedrukte advertensiekommunikasie uit datastelle sedert veral 2020 (Afrikaanse tydskrifte, advertensies uit die Pendoring- en Loerie-argief).

Die belangrikheid van kulturele kongruensie en intellektuele uitdaging (spel) in ŉ goeie/ doeltreffende advertensie – soos ook aangedui deur Gevorgyana en Manucharovab (2015) – is ook uitgelig. Onlangse advertensies (datastelle) blyk die belangrikheid te toon van sosiale kwessies as verwysingspunt; dit waarmee die spreker en ontvanger identifiseer (jou good cause).

Die patroonmatigheid en opvallendhede uit meer onlangse Suid-Afrikaanse advertensies is uitgelig. Plaaslike advertensies behels multi-identiteite en ŉ (ras)-inklusiewe samelewing waarin tale saam gebruik en afgewissel word binne een teks/konteks; verhoogde interaktiwiteit deur webadresse, QR-kodes, ens.; erkenning van die teikenmark se herkoms, sosiale bewustheid (bv. genderregte en omgewingsbewaring) en ’n wêreld gestroop van valse skyn.

Vooraanstaande gaste

Prof Vasu Reddy, Adjunk-Visekanselier: Navorsing en Internasionalisering, het die gehoor in Afrikaans verwelkom. Hy het die geleentheid nie bloot as ŉ seremoniële reg beskryf nie, maar ook as die viering van ’n mylpaal, die deel van kennis, ŉ doelwit en as padkaart vir die toekoms. “Dit (die intreerede) is ’n vreugdevolle gebeurtenis, veral omdat dit saamval met die amptelike eeufeesviering van Afrikaans.”

Prof Marlize Rabe, waarnemende Dekaan van die Fakulteit Geesteswetenskappe en Visedekaan: Onderrig en Leer, het die ster van die aand aan die gehoor bekendgestel en sommige van haar akademiese prestasies uitgelig. Dit sluit in ŉ PhD in Afrikaans en Nederlands en ’n meestersgraad (cum laude) in Kommunikasiewetenskap, sowel as ‘n C-gradering van die Nasionale Navorsingstigting wat prof Van Niekerk se bydrae tot akademiese navorsing staaf.

Die laaste woord van die aand het aan die Departementshoof, dr Francois Smith, behoort. “Dit is besonders hoe jy gewys het hoe toegepaste linguistiek ons ’n greep kan gee op wie en wat ons is en ons wêrelde skep deur taal, hoe ons verlei en verlok word. Wetenskap laat ons terugtree en sien hoe taal gebruik word en ons ’n vashouplek gee. Dis ’n bevestiging dat ons wetenskap en loopbane iets bied aan die wêreld waarin ons is. Taal is ’n manier om ons wêreld te verbreed, grense oop te maak en ’n manier te gee om na die toekoms te kyk.”

News Archive

UFS policies want to help all students

2005-03-09

The death of Hannes van Rensburg, a first-year student from the JBM Hertzog residence, this past weekend, placed various aspects of student life in the spotlight. Dr Natie Luyt, Dean: Student Affairs at the University of the Free State (UFS), and the Student Representative Council (SRC) of the UFS explain which policies are in place to counter these practices.

At all tertiary institutions there are rules and policies to guide students and provide direction for certain behaviour and practices. The same applies to the University of the Free State (UFS).

“At the beginning of the year the UFS provides every residence committee with a manual to establish a framework for meaningful and orderly relations within and among residences on the campus,” said Dr Natie Luyt.

However, it is one thing to set rules, but it is an impossible task to enforce all aspects thereof. Policies currently in place include an alcohol policy, a policy on the induction of first years and a policy on banned practices in residence orientation.

“The alcohol policy was compiled in cooperation with students and their input was constantly asked,” said Dr Luyt. We also liaise on a continuous basis with residences and senior students to encourage the responsible use of alcohol, especially around activities like intervarsities and Rag.

In the policy, recognition is given to the right and voluntary and informed choice of every individual to use alcohol on the UFS campus in a responsible way.

Guidelines for the use of alcohol on campus include among others the following:

Only authorised points of sale will be permitted on campus. In this case it is the various league halls in most of the male residences on campus.

Alcohol will only be made available during fixed times and is not permitted in residence rooms.

All alcohol-related functions are regulated and an application for a temporary alcohol license must be obtained from the Dean: Student Affairs.

The UFS obtained a liquor license in March 2004 which must be administered by senior leagues in various residences on campus. Normal liquor license conditions and the county’s liquor laws apply. Liquor can only be sold to members of the senior league (or special guests) and also to persons over the age of 18 years. Liquor may not be used in public (outside the senior league) or on campus.

The senior leagues may only be open three nights per week and within prescribed times. No liquor could be used in any other place than the senior league halls. Senior leagues could buy liquor from club monies generated by themselves.

The right of senior leagues to serve liquor was suspended by the Rector and Vice-Chancellor the UFS, Prof Frederick Fourie, on Monday 7 March 2005 – pending an investigation of the recent events on campus.

The policy on banned practices include among others that no swearing and shouting at first-years may take place, no first-year student may be targeted individually, no senior may enter the room of a first-year student without an invitation or permission from that first-year student and no senior under the influence of alcohol may have contact with first-year students.

The induction of first-year students takes place by means of three functions, namely an information function (the introduction to the various facets and possibilities of the university system), an induction function (the first-year student becomes involved in various campus and residence activities) and a development function (the first-year student is motivated to take charge of his development potential).

No first-year induction activity may commence before the residence committee’s contracting with the senior students is not completed. This meeting is attended by the residence head and all senior students. The induction policy, residence induction policy of first-year students and first-year rules are discussed.

The senior students sign an attendance list to show that he/she was informed about the policies. A senior who does not sign, may not be involved with any induction session with first-year students.

No physical contact is allowed during the conclusion of the first-year students’ official induction period. The induction of first-year students as full members of the residence is a prestige event, presented by the residence committee. No physical or degrading activities may take place.

The Dean: Student Affairs also has a daily meeting with the primarii of all the residences during the induction period. This helps to monitor the situation and counter any problem behaviour or tendencies.

“Enforced behaviour – where a senior student forces a first-year student to do something against his/her own free wil – is not allowed. Where there is any sign of this, it is met wortel en tak uitgeroei,” said Dr Luyt.

“In any group of people – whether it is a group of students or people at a workplace – there will always be those who will break the rules or those who would like to see how far they could push it.

The SRC, the UFS management and myself are and will stay committed to make each student’s life on this campus a school of learning and an experience which would be remembered for ever,” said Dr Luyt.

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