By Gofaone Motsamai

A study by North-West University (NWU) PhD student Olanrewaju Ogundeyi has provided insightful findings on the use of indigenous languages in radio advertising, highlighting the significant impact of Setswana on brand engagement.

The study examines how MTN subscribers in Mahikeng perceive Setswana-language commercials, revealing how local language marketing resonates deeply within communities in South Africa.

The research, titled “Indigenous language advertising on radio: Perceptions of MTN subscribers about Setswana radio commercials”, shows that advertisements using Setswana are met with enthusiasm and trust. According to Olanrewaju, respondents felt more connected to brands that communicated in their native tongue, fostering cultural pride and strengthening emotional bonds with the products being promoted.

“This approach not only improves consumer trust but also enhances the effectiveness of advertising campaigns in multilingual contexts,” says Olanrewaju.

“For the NWU community, these findings are of substantial importance. The university’s efforts to promote linguistic diversity and cultural preservation are directly supported by this research. By demonstrating how media can reflect and sustain local traditions, the NWU strengthens its academic leadership in media studies and advertising research,” he adds.

Olanrewaju says the insights gained provide valuable, real-world applications for students in marketing, linguistics and media studies, enhancing their understanding of how indigenous languages can be effectively utilised in commercial communication.

“Despite these positive sentiments, challenges remain. Participants observed that Setswana is underutilised in MTN’s advertisements, and the rapid delivery of messages often compromised clarity. In addition, a shortage of skilled voice actors proficient in Setswana was highlighted as a barrier to more effective indigenous language advertising,” says Olanrewaju.

The recommendations of the study call for a broader and more strategic adoption of indigenous languages in advertising. It advocates for the development of voice talent fluent in Setswana and better-paced scripts that enhance listener comprehension.

Olanrewaju Ogundeyi.