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Advertising Rights Digest - Arm yourself with knowledge

Published on 12 May 2011

Demon Says
21 Apr 2010

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Demon says...

Why are ads, targeting Afrikaans speakers appearing in English? This seems to me the most stupid thing to do. The examples are Sake met Summit and Ads 24. One does not see Afrikaans ads targeting English speaking people.

The Sake met Summit is an Afrikaans show on Summit TV targeting, well, obviously an Afrikaans speaking audience. The ads on TV and in print, however, appear in English, in mainly English media, which makes sense, because there are lots of Afrikaans speaking people consuming English media. But to do the copy of the ad in English seems like extreme stupidity. If an ad targeting a specifically English speaking audience appears in Afrikaans in an Afrikaans language publication, everybody would agree that it was the epitome of stupidity. Surely the reverse is then equally stupid.

The online Ads24 ad "Think Afrikaans"� is confusing to say the least. It says "Speak to the heart of Hansie Slim - Think Afrikaans"�. If one then clicks on the ad it takes you the Ads 24 webpage which is in English. There is no further follow-up on the "Think Afrikaans" theme on the webpage.

One assumes that the objective is to get media buyers in general to "Think Afrikaans"� as a target audience and buy advertising space. But then why use the words "Hansie Slim"� That is not a phrase that will appeal to English speaking people at all as it is an Afrikaans nursery rhyme song and is not a general South African symbol of anything Afrikaans - only Afrikaans speakers will cotton on to it. So, who then is the target? Afrikaans speaking media buyers? Then the ad should be in Afrikaans.

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