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Not everyone, who speaks Abkhaz language, can write advertising texts - Professor Khagba

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21.02.2015 10:42
"We need to realize that not everyone who speaks Abkhaz language is able to write advertising texts. This should be handled by experts who have a high degree of literacy", - Professor Lily Khagba.

In accordance with the Law of the Republic of Abkhazia "On Advertising" and "On state language" any advertising texts should apply to the Abkhaz language and, if necessary, the presentation of advertising, at the discretion of the advertiser, additionally may be duplicated also in Russian and English languages. Moreover, as reported by the correspondent of "Apsnypress", the Head of the advertising information and registration of the Administration of Sukhum Astanda Gitsba, inscriptions in Russian and English languages may not exceed the format label in the national language. Gitsba also clarified that the font for advertising texts in any language must be identical. In this case, the Office plans to hold a meeting with the manufacturers of promotional products that they warned their customers about the need to write in the national language.

According to Doctor of Philology, Professor Lily Khagba, to date, the creation of outdoor advertising, the Abkhaz language is very often "cheated". "Basically, the text on the Abkhaz not as bright in color as the other language versions on the same web advertising, and the size of the letters, in comparison is significantly less. Need to change the approach to this issue, this we have repeatedly stated in the media. Competently and colorfully decorated billboards throughout our country - is an important link in the state language policy", - said Khagba.

"Abkhazian language has to feature in advertising, size and color. This will provide additional help in the development of language, because advertising is known to be a powerful ideological translator", - said the professor. However, she pointed out that the advertising in Abkhaz language is not sufficiently developed, because a free translation of various slogans leads to an illiterate, sometimes absurd, advertising. "With this in mind, you need to realize that not everyone who speaks Abkhaz language is able to write advertising texts. This should be handled by experts who have a high degree of literacy", - said Khagba.

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