AAA School of Advertising tackles bad ad English

4 Dec 2005

After many concerned advertising agency executives voiced their low opinion of the quality of English copywriting in advertisements, the Gauteng campus of the AAA School of Advertising has taken a few much needed steps to improve the ability of its ability learners to write acceptable English. In conjunction with the University of Johannesburg, it has retained Gaye Neille, who holds honours in Linguistics and is currently studying for her Master's.

Gaye Neille presents the trophy for most improved English language proficiency to first year copywriting student Emile Spies

Like many tertiary institutions, the School is finding the standard of language skills of the incoming learners alarming. Even matriculants with good marks in Higher Grade English have difficulty expressing themselves in writing, while the quality of syntax and grammar is appalling.

Neille has adapted a programme originally intended for law students to develop an English Language Proficiency course for AAA copywriting learners but because the course is ancillary to the curriculum, it has been compressed into just six weeks. "The consequences of a teaching policy that lacks rigour, drilling or memorising of rules of grammar, syntax and particularly spelling, cannot be put right overnight," said Neille. "However, we can address some of the most common and basic errors."

An example is the correct use of the apostrophe. In an initial diagnostic test, aspirant copywriters were able to place the apostrophe correctly in a contraction or possessive use in less than 12 percent of cases.

The first course has been completed and the school's copywriting graduates of 2005 will be entering the industry with a much improved standard of English. However, the success of the course depends heavily on the commitment of the students themselves.

"Those who really applied themselves made enormous strides in bettering the quality of their written communication," Neille observed. "Unfortunately, there will always be some who lack the dedication and professionalism to deliver the superior level of English expected of published writers."

Due to the overwhelming acceptance of this year's trial course, it will be repeated in 2006 and incorporated on a national scale into the copywriting curriculum at the AAA School of Advertising. Deirdre van Coller at the Cape Town campus is liaising with Prof. Watson at the University of Cape Town to implement the proficiency programme there. The school's faculty members also intend extending the course to the marketing discipline, where the need is just as great.

The AAA School has full accreditation with the South African Qualifications Authority (SAQA) and is the only education institution in Southern Africa to be recognised by the International Advertising Association (IAA), USA. The school offers both BA degree and diploma courses.