1887

n Acta Academica - Language use in the South African advertising industry : a survey of advertising agencies in a multicultural society

Supplement 2
  • ISSN : 0587-2405

Abstract


Die Suid-Afrikaanse grondwet se verbintenis tot veeltaligheid word nie eergegee deur middel van enige formele regulering van taalgebruik in die advertensiewese nie. Eerder as die eksterne regulering van die advertensiewese deur die regering, maak die industrie gebruik van 'n tradisie van selfregulering wat lank reeds bestaan. Hierdie artikel lewer verslag oor die bedryf se benadering tot veeltaligheid wat deur middel van 'n vraelys ondersoek is. Aan die hand van die werk van onder andere Klein en De Mooij bespreek die outeurs die bydraende faktore tot die huidige stand van sake binne die Suid-Afrikaanse teikenmark.

The commitment to multilingualism in the South African Constitution is not reflected in any formal regulation of language use in the advertising industry. Rather than external regulation by government, control in the industry is achieved by a long tradition of self-regulation. This article reports on a questionnaire investigating the industry's response to multilingualism. With reference to the work of Klein and De Mooij, among others, the authors then discuss the factors contributing to the present state of affairs in the South African marketplace.

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/content/academ/2006/sup-2/EJC15174
2006-01-01
2019-10-23

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