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Wording of some commercials unclear and ill-defined in Azerbaijan

18 October 2007 13:23 (UTC +04:00)

The main reason is that the language of advertising, in most cases, is unclear, ill-clear and badly collocated. Sometimes event it is impossible to understand anything.
Hajhiami Atakishiev, President of Azerbaijan Advertising Union, said not only the commercials on TV and Radio but also billboards and posters â€œviolateâ€ the rules of language and bring strange meanings. He added that advertising agencies of Azerbaijan are not in good condition either. He attributed the current situation to employment of unprofessional people by the agencies.
â€œThere is a need for Advertising Council in Azerbaijan for regulation. Before that, the legal framework for advertising needs amending. The Advertising Council should involve designers, linguists and journalists. We have submitted our proposals to the parliament,â€ he said.
He added that the necessity for Advertising Regulator will further emerge after the countryâ€™s WTO accession.
â€œThere are advertising councils in Ukraine, Russia, Georgia etc. besides, the municipalities have to be empowered to deal with placement of ads. This will help remove monopoly. It would be expedient to establish a council under the Advertising Department of Baku Mayorâ€™s Office.
With respect to the use of child labor in advertising, Atakishiev said Azerbaijani legislation has no reflection of this issue while the law needs amending after WTO accession.
Orkhan Mehdiyev, manager general of International Globus Advertising Agency, said they have to date had no problems with language in advertising.
Ruvat Malikov, Manager at Kommet Company, said they have specialists to monitor wording of commercials. â€œThe specialists translate foreign commercials. The translated text is edited in accordance with standards of the Azerbaijani language,â€ he added.
Gafar Jabiyev, member of the National Television and Radio Council, said they are monitoring languages of advertising and will release the results soon.
Azerbaijanâ€™s Ministry of Economic Development agreed that the language of commercials doesnâ€™t fully meet the grammar of Azerbaijani language but there is no alarming problem. The Ministry denied existence of monopoly in the advertising market. /APA-Economics/