According to Japie Gouws, group MD of the ATKV, it is paramount for the organisation that Afrikaans is maintained on all levels, including the marketing and advertising industry. In particular, because Afrikaans is under pressure in the latter and to promote awareness of Afrikaans across the board; the organisation is once again standing firmly behind the awards.
"Although the ATKV is thoroughly inclusive and acknowledges regional languages and dialects, the organisation's four main focus areas - language, arts, communities and education - clearly indicate why Afrikaans in the broader sense is important to us and our members.
"Afrikaans is not only a 'spoken language', it's multi-faceted and has a firm foundation, so it's imperative that it should be maintained," he stresses.
In spite of the pressure that Afrikaans currently faces on many fronts, there is, nonetheless, still considerable loyalty and people increasingly want to contribute to ensure the survival of Afrikaans. Even at government level, Afrikaans is punted and spokespeople occasionally deliver speeches in Afrikaans, Gouws points out.
Franette Klerck, Pendoring GM, says the ATKV was not only instrumental in establishing the awards, but for the past 18 years, has firmly supported Afrikaans advertising. "It is an example when it comes to the promotion of Afrikaans in various spheres. As Gold Pendoring sponsor, the organisation is a stalwart that contributes to keep Afrikaans advertising alive and well."
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