Ads24 Celebrates Mother Tongue Advertising With Pendoring

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 Ads24, South Africa’s leading seller and marketer of Media24’s print and digital newspaper offering to national advertisers and media agencies, has acknowledged the importance of mother-tongue advertising with its Gold sponsorship of this year’s Pendoring Advertising Awards.

Christo Brits, Business Manager of the Afrikaans Daily Titles said not only is an advert in the vernacular more likely to persuade a mother-tongue speaker to buy the product, as it literally speaks to the consumer in a language he or she understands, but there is a sense of trust and loyalty that is inherent in consuming media in one’s first language.

Brits commented: “Studies have shown that readers of publications such as Beeld, Rapport and Die Burger, for example, are more likely to believe and be convinced by what they read in mother-tongue media.

“Brands associated with these trusted media gain favour amongst readers and become trusted brands within the language group, in their own right.

“As languages have their own unique brand of creativity that cannot be replicated through translation, advertisers would be well advised to explore the potential of mother-tongue advertising and maximising its reach through the correct channels.

“Similarly, mother-tongue advertising needs to be supported and acknowledged on platforms like the Pendoring Advertising Awards.

“Ads24 has been a sponsor of the Pendoring Advertising Awards since 2007 and regard this as a valuable sponsorship in their role as patrons to creativity in vernacular offerings. The rich cultural heritage that makes South Africa unique is something that must be celebrated, thus incentivising creative people to develop sophisticated and cutting edge Afrikaans campaigns helps extend and energise a South African culture that we can all be proud of.

“Pendoring registered the brand name ‘Truly South African’ in 2012 and this, plus the successful debut of the Umpetha Award at the 2012 Pendoring Advertising Awards ceremony, are a milestone in its evolution from an ‘Afrikaans’ advertising show to one that reflects South Africa’s multi-cultural demographic.

“It is for this reason that Ads24 has once again committed to Gold sponsorship for the 2013 Awards as it stands firmly behind mother-tongue creatives, encouraging them to grow and remain in the industry so that marketers can communicate effectively.”

Pendoring general manager, Franette Klerck,added: “By creating and advertising in the target audience’s mother tongue, and entering Pendoring, the continued existence of that mother tongue is secured, as is the development of innovative and creative advertising that truly resonates with the target market.

“This, in turn, not only leads to a healthy and dynamic advertising industry, but provides a significant investment in the future of Afrikaans and other languages,” she said.


Taking place on Friday September 20 at the CTICC with the Loerie Awards following suit on Saturday September 21 and Sunday September 22, Pendoring Advertising Awards 2013 coincides with the annual Creative Week Cape Town.

Entries open on May 6, and interest should be high, particularly as the creative team responsible for the Prestige Award for the best overall Afrikaans entry will receive R50 000. Those who create the best overall entry in the Truly South African categories will be crowned with the Umpetha Award (meaning ‘champion’ or ‘the best’ in Zulu) and R20 000. Gold and silver winners receive R6 000 and R2 500 respectively.

Brits added that he hoped to see even greater innovation and imagination than in previous years. He continued: “The quality of work submitted to Pendoring is always high, and the winners clearly excel in their trade. As the standard of mother-tongue advertising improves, and its creators are rewarded by Pendoring and its sponsors, so will the bar continue to be raised”.


About Ads24
Ads24 is the leading seller and marketer of South African newspapers to national advertisers and media agencies. As the national sales and trade marketing division for Media24 Newspapers and their digital properties, Ads24 have direct access to the latest trends from around the world. Ads24 is the optimum choice for integrated, innovative solutions.



Business Manager of Afrikaans Daily Titles, Christo Brits : “Not only is an advert in the vernacular more likely to persuade a mother-tongue speaker to buy the product, as it literally speaks to the consumer in a language he or she understands, but there is a sense of trust and loyalty that is inherent in consuming media in one’s first language.”