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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 Department of Physics offers unique learning experience with on-campus radio telescope

2015-12-14

Athanasius Ramaila, an Honours student in the Department of Physics, and Dr Brian van Soelen, a lecturer from the same department, in the laboratory where the radio telescope is housed in the new wing of the Physics Building on the Bloemfontein Campus of the UFS. The telescope will be used to expose graduate students to the basic techniques of radio astronomy.
Photo: Charl Devenish

The university this year added a four-storey wing to the existing Physics Building on the Bloemfontein Campus. The new development, which includes four lecture halls and four laboratories, complements other world-class facilities such as the X-ray photoelectron spectroscope and the scanning electron microscope.

A unique asset that distinguishes the UFS Department of Physics from other similar institutions, is the Boyden Observatory situated approximately 27 km northeast of Bloemfontein. The observatory houses a powerful 1.5 m optical telescope, and several smaller, but well equipped telescopes.

According to Pieter Meintjes, Professor in the Department of Physics, the observatory has acquired a new addition - a 0.5 m optical telescope donated by the South African Astronomical Observatory (SAAO) and the National Research Foundation (NRF) to the UFS Astrophysics Group. This optical telescope is one of two powerful optical telescopes used to introduce students to techniques such as photometry and spectroscopy.

“The telescope at Boyden forms an integral part of the Department of Physic’s student training and research programme. Because the UFS is the only university in South Africa operating such a facility, and one of only a few globally, Astrophysics students at the UFS have the unique privilege of having unrestricted access to these telescopes for their MSc and PhD studies,” says Prof Meintjes. In addition, the department has also built a radio telescope as part of a post-graduate student project. The telescope, housed in the new wing of the Physics Building at the Bloemfontein Campus of the UFS, will be used to expose graduate students to the basic techniques of radio astronomy, especially in light of the fact that the SKA is nascent. Prof Meintjes would like to act proactively by grounding his students in the relevant techniques of radio astronomy. The telescope will be used to introduce students to the manner in which radio flux calibrations are performed in order to determine the energy output of an emitting source.

At undergraduate level, the radio telescope will be used, together with optical telescopes in the Astrophysics laboratory, to place students at a high baseline regarding the level of multi-wavelength astrophysics training received at the UFS.

Third-year and Honours students will also have the opportunity of practical training in a research laboratory with 15 computers. The laboratory is equipped with software used to reduce and analyse multi-wavelength data.

“My goal is for the UFS to become the major centre of multi-wavelength astrophysics in South Africa and a key role player in the international arena. To be able to do this, our training should be world class,” Prof Meintjes said.

Aided by its world-class facilities and research, the Department of Physics is competing with the best in the world. Research-wise, a group from the Department of Physics is intensively involved with the SKA Project (Square Kilometre Array), with 3 000 dishes reaching from Carnavon in the Karoo to Mauritius in the Indian Ocean. According to Prof Meintjes, many detailed studies can be conducted with the SKA system of sources, showing major eruptions and mass effluent from the systems. Athanasius Ramaila, a BSc Honours student in Astrophysics at the UFS, has also received a two-year SKA internship, where he will be engaged in the SKA software engineering programme to help with developing software for the telescope.

The UFS Astrophysics Group is focusing on the multi-wavelength study of high-energy astrophysics sources. “This multi-wavelength approach to astrophysics is in line with the recent announcement by government that multi wavelength astrophysics will be the main focus for astrophysics research in South Africa. It is also a very important focus for research in the international arena, as can be seen from the large number of international conferences having a multi-wavelength character,” Prof Meintjes said.

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