SABC News - Advertising in mother tongue languages growing:Saturday 31 October 2015

'Advertising in mother tongue languages growing'

Saturday 31 October 2015 13:05

Liela Magnus

King James advertising agency was honoured for their advertising campaign for the Sanlam Music Festival. (SABC)

All indigenous languages could compete for the Truly South African Pendoring Awards for Afrikaans advertising as they celebrated its 20th birthday Friday night at Vodaworld in Midrand, Johannesburg.

Japie Gouws, chairperson of the Pendoring board, says the judges decided not to award a general winner as the quality of the entries were not good enough.

Gouws, says the overall entries for the Pendoring Advertising awards increased by 35% and the overall quality was much better than last year.

He says this shows that advertising in mother tongue languages are growing.

“There's still a place for all the mother tongue languages in South Africa in the advertising world, as well as in any other spheres in SA. There's about 7 million people whose home language is Afrikaans, and there's about 13 million people who speaks Afrikaans as an additional language.

"So Afrikaans is very big in the market, there is still a place for that, so if people advertise in Afrikaans they will actually reach the market and talk to the people to their hearts. That's also why we support the advertising in indigenous languages in SA," says Gouws.

This year only indigenous languages could compete for the Truly South African Award, excluding English as a medium.

Gouws says the decision was taken as English started to dominate the category at the cost of other indigenous languages.

The Umpetha Award however remained unclaimed.

The advertising agency, King James, walked away with the highest honour, the Prestige Award, for their advertising campaign for the Sanlam Music Festival.

Casper Schutte, from the Stellenbosch Academy of Design and Photography, won the general student category.

This year 50 Golden and Silver Pendorings were awarded, 39 for professionals and 11 for students.

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