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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 launches projects to assist communities and current students

2011-03-16

Prof. Jonathan Jansen, UFS Vice-Chancellor and Rector and Mr Rudi Buys, Dean: Student Affairs, with learners at the Bloemfontein-Oos Intermediary School.
Photo: Stephen Collett

The University of the Free State (UFS) has launched four exciting projects set out to improve the circumstances of its current and prospective students. These include a project that will honour dedicated and influential educators.

These community service projects in the starting blocks are: the UFS Schools Partnership Project, Extreme Make-over Project, Great Teachers Project and the No Student Hungry Campaign.

The Schools Partnership Project aims to support 21 schools across the Free State in helping them to become top achievers in the next three to five years. The schools involved were selected last year, after which the groundwork for the project was finalised. Although it mainly focuses on improving scholars' results in mathematics, accounting, physical sciences and English, it is also custom-designed according to the specific needs of the school, as indicated by the respective governing bodies beforehand. As a bonus, scholars of the schools involved will be given an opportunity to be introduced to student life; something Dr Choice Makhetha, UFS Vice-Rector: External Relations (acting), claimed to be of great importance. “We will invite Grade 10 to 12 learners to winter and summer schools being presented at the university. We will connect learners with students (one student adopts one learner for the day) for them to experience campus life. Grade 12 learners will also receive an invitation to the May 2011 graduation ceremony,” Dr Makhetha said.

Adding to the university's involvement at schools on local level, the newly upgraded Bloemfontein-Oos Intermediary School with its 112 UFS-sponsored tables will officially be revealed by the end of April. Although this school's upgrade showcases the power of partnerships, it is of special importance to the university, as it also marks the first school to receive an extreme make-over as part of the 'Extreme Make-over for Schools Project'. This project, in conjunction with the local business community, university staff and students, the community, the Department of Basic Education and SIFE (Students in Free Enterprise), is considered to be a flagship project of the Vice-Chancellor and Rector, Prof. Jonathan Jansen. Part of the project’s agreement includes visits from a group of about 100 students representing campus initiatives such as the UFS’s Kovscom, Rag and SIFE, which will contribute to the improvement of the schools' resources within a period of 10 – 15 weekends. “We invite support from all corners. South Africa has a business community committed to improving the social circumstances of its community and we plead that they also come to the rescue of the Bloemfontein-Oos Intermediary School,” said Dr Makhetha.

By spreading a 'can do' attitude, the UFS aims to honour noble and remarkable teachers across the country by means of its 'Great teacher's project'. Through the project, fellow citizens are encouraged to submit their stories on their former or current teachers’ dedication and their positive impact which are often overlooked. The panel of seasoned education scholars and practitioners will select the top 500 stories based on the stories' clarity, distinctiveness, plausibility and affectability, which will be perpetuated in a book called 'Great Teachers', to be released at the end of this year. Proceeds are destined to serve as bursaries for students who wish to pursue a career in education. According to Prof. Jansen the ideal teacher is: “Somebody who was among, but stood out above, their colleagues, a person who made a lasting impact long after the details of subject matter content of examination preparation were forgotten.”

Regardless of this exceptional effort of supporting schools across the province, the UFS remains committed to its students and their social welfare by means of the 'No student hungry' campaign. This project provides financially challenged students the opportunity to purchase food from the Thakaneng Bridge on the Main Campus in Bloemfontein by using their student cards at two selected kiosks serving balanced meals. The project, which is under the guardianship of Ms Grace Jansen and Dr Carin Buys, relies solely on several fund-raising projects across the country. These women are the respective spouses of the Rector and Dean: Student Affairs, Mr Rudi Buys. According to Ms Jansen this initiative was proposed after UFS staff reported that many students were struggling to concentrate on their studies due to hunger pangs. Although the campaign recognizes students with strong academic records, it doesn't overlook those who need a food bursary which might result in them dropping out. Ms Jansen said as the external funds gathered increase, so will the amount of students being supported by the project. “The plan is to continue until the fate of hungry students had come to an end,” she said.

Media Release
14 March 2011
Issued by: Lacea Loader
Director: Strategic Communication
Tel: 051 401 2584
Cell: 083 645 2454
E-mail: news@ufs.ac.za

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