Latest News Archive

Please select Category, Year, and then Month to display items

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

Three receive PhD degrees in Architecture at Winter Graduation ceremony

2015-07-08

Dr Hendrik Auret, Dr Gerhard Bosman and Dr Madelein Stoffberg.
Photo: Leonie Bolleurs

Video: Winter graduation ceremony

Three graduates from the University of the Free State’s (UFS) Department of Architecture received their PhD degrees at the 2015 Winter Graduation ceremony on the Bloemfontein Campus. According to Prof Walter Peters from Architecture, this is the first time in the history of the UFS that three PhD degrees in Architecture have been awarded simultaneously. It is country-wide a rare occurrence for three PhDs to be awarded in Architecture at one graduation ceremony.

“Previously, the UFS has only ever awarded a single PhD in Architecture, and that was in 1987, to Leon Roodt, a former head of the department. The first UFS honorary doctorate in Architecture was conferred on Gerard Moerdijk, architect of the Afrikaner church and the Voortrekker Monument. Gawie Fagan and Prof Bannie Britz, late head of the Department of Architecture, were other recipients of an honorary doctorate in Architecture,” said Prof Peters.

At the 2015 Winter Graduation ceremony, the UFS conferred PhDs in Architecture on Hendrik Auret from Roodt Architects in Bloemfontein as well as on Gerhard Bosman, and Madelein Stoffberg from the UFS Department of Architecture.

Dr Hendrik Auret

As an Architecture student at the university, Dr Auret obtained the degree BArchStud in 2004, a BArchStud (Hons) in 2005, and a March (Prof) in 2006, all cum laude. His Master’s design dissertation was judged the best from all South African Architecture learning sites, earning him the coveted ‘Corobrik Architectural Student of the Year’ award.

The work of the Norwegian architect and theorist, Christian Norberg-Schulz, served as the basis of Dr Auret’s PhD thesis, Care, place and architecture: a critical reading of Christian Norberg-Schulz’s architectural interpretation of Martin Heidegger’s philosophy, which considered the cogency of Norberg-Schulz’s architectural ‘translation’ of the German philosopher Heidegger’s thinking.

Dr Gerhard Bosman

On obtaining his BArchStud. and BArch degrees at the university in 1993 and 1995 respectively, Dr Bosman immediately joined the part-time staff of the Department of Architecture. As a lecturer in Building Construction, he developed an interest in vernacular and indigenous methods and techniques. Consequently, he built the first family home in Bloemfontein, for his wife, Debbie, and their two children, of earth construction, which been previously but erroneously considered inferior.

Despite that negative perception, Dr Bosman persuade the university to allow him to undertake post-graduate studies at the International Center for Earth Architecture (CRATerre-ENSAG) within the Ecole d' Architecture de Grenoble, France, from which institution,he was awarded the DPEA-Architecture de Terre qualification in 2000. In 2001,Dr Bosman was appointed to the full-time staff.

In 2003, when the opportunity arose, he became involved with SANPAD, the South Africa-Netherlands Research Project on Alternatives in Development, which lead ultimately to his PhD thesis: The acceptability of earth-constructed houses in central areas of South Africa.

Dr Madelein Stoffberg

In 2005, Dr Stoffberg enrolled as an Architecture student at the UFS, obtaining her BArchStud degree in 2007, the BArchStud (Hons) in 2008 and the March (Prof) in 2009, the latter cum laude. Immediately on graduating, Dr Stoffberg was appointed to her position as a part-time junior lecturer in the Department of Architecture.

During her studies, her attention was drawn to the concept of the spatial triad of Henri Lefebvre. Fascinated with the conceptand by the development of community centres as a contemporary architectural typology, she began her PhD degree.

Entitled Lived reality, perception and architecture: two community centres interrogated through the lens of Lefebvre’s spatial triad, Dr Stoffberg investigated the relationship between the spatial understanding of the project architect and the community of two completed buildings in Port Elizabeth. She established a mismatch in perception, representation, and use of space, which could be bridged, however, by way of a qualitative research approach, instead of a quantitative one.

Back

Economic and Management Sciences

Education

Health Sciences

The Humanities

Law

Natural and Agricultural Sciences

Theology and Religion

Open Distance Learning

Business School

We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept