Command of Languages Key to Successful Advertising Practice –Media Expert
Students in the Department of Languages have been told that opportunities abound for them in every field of human endeavour, especially in the mass media business, as the core of their discipline offers them unlimited possibilities in the advertising industry.
Addressing students at the ‘Town and Gown’ seminar of the department, the Managing Director/Chief Executive Officer, Landmark Media Limited, Mr. Sola Akinsiku, said the business of copywriting entails having solid understanding of the rules of language for one to be successful therein.
Speaking on the topic ‘The Relevance of a Language Degree in the Advertising Industry’ on Tuesday, October 24, 2017, Mr. Akinsiku stated that it was important that students of languages start dreaming and seeing possibilities in the field of communication and advertising.
He noted that the advertising industry is in need of copywriters skilled in the development of messages that would help communicate clients’ desire to the targeted consumers. “It is not enough to know it, but you must come to terms with how to say it; how to introduce supposed product or service to targets,” he added.
The skilled outdoor advert executive averred that it is expected that as language experts, graduates of the department will be able to add value to advertising agencies in the area of product messaging, identifying best medium of communication, and improvement on advertising research towards ensuring that clients’ messages are appropriately communicated to the market at every given time.
Mr. Akinsiku stated that many public relations events have gone wrong because of insensitivity of the PR team in choice of words and translation of same to indigenous languages, however, a good command of language and ability to interpret them, places a good language student on a high pedestal in the employability scale, which overall helps in the consolidation of the general advertising campaign.
He advised students to take advantage of specialized communication consultancy outfits that major in reinforcing advertising messages through community mobilization activities and corporate social integration services thereby sharpening their communication skills towards becoming big players down the road.
The guest speaker posited that graduates of Languages, who desire to pursue a career in the advertising world, must engage in active practice, leverage on additional qualification from professional bodies like APCON, NIPR and NIJ, so as to be licensed to practice in the Nigerian advertising media space.
He counseled participants at the seminar to be dedicated and commit themselves to intellectual investment, acquaint themselves with rules governing advertising and media practice in the nation, keep abreast of relevant technology as it relates to the business of advertising, seek information on evolving trends in the advertising world, and crave spiritual guidance in decision making process.