Bibliography: pages 116-117. / The three television channels provided by the South African Broadcasting Corporation target different demographic sectors of the South African population. A survey was conducted quantifying advertisements shown on SABC 1, which caters for a mainly black audience, and on SABC3, which caters for a mainly white audience. The semiotic codes employed to engage the viewers were recorded, tabulated and measured. The differences between the codes used on each channel were compared and tested for statistical significance. Significant differences were observed in the type of speech used by the advertisements, the race of the characters, the types of products advertised, the lifestyles portrayed and the type of rhetoric used. Specific examples were subjected to textual analysis to gauge where the approaches to the audiences differed or converged. A number of strategies were observed, reflecting the advertisers' perceptions of the audiences' relationships with the economic and political establishments. Corporate advertisements often represent the diversity of South African society, establishing a corporate identity as a unifying feature. Advertisements for financial services either exploit white anxieties, or black optimism, encouraging investment or credit purchases respectively. A stereotype representing South African isolation and backwardness is often presented as a negative identity, implying a progressive alternative to which the product is integral. Allegories of societal transformation also feature, with varying moods of anxiety or excitement depending on the audience.

Submitted in fulfillment of the requirements for the degree of Master of Management Sciences: Business Administration, Durban University of Technology, Durban, South Africa, 2017. / This qualitative study explored alternative revenue sources within and outside PBS radio stations that can be utilised to improve revenue generation at South African Broadcasting Corporation (SABC) Public Broadcasting Radio Stations (PBS). PBS radio relies heavily on traditional advertising revenue, sponsorships and TV licence fees, revenue sources are insufficient to sustain public broadcasting radio service in South Africa because funding from the South African Government is limited to specific projects. Public broadcasting radio services in South Africa have to provide content of public value while remaining competitive and profitable. The SABC is the sole owner of fifteen public broadcasting radio stations, making it one of the dominant media owners in South Africa. SABC owns all public broadcasting radio stations and has the highest audience penetration in South Africa which should translate into receiving the highest revenue share. However, this is not the case. Commercial radio stations earn a bigger percentage of the pie of advertising revenue although PBS radio stations command higher audience penetration. Semi-structured interviews were conducted with fifteen public broadcasting radio station managers and three senior public broadcasting managers to ascertain what alternative sources within and outside the radio station can help improve the revenue of the radio stations. The analysis of the data collected through interviews identified that there are a number of alternative sources which can assist in improving the revenue of the radio stations. It is therefore time that PBS Radio stations monetise their audience and not rely heavily on traditional advertising revenue. Six important alternative revenue sources are identified as follows: • Radio station events and outside broadcasts: Revenue generation potential is immense with opportunities for gate-takings, sponsorship and advertising or promotional revenues. • Broadcast syndication and sale of content: Original programming content and popular music genre playlists are sought after by the public or other entities that are prepared to pay for the content. • Radio Station Websites: Opportunities to generate revenue by marketing website opportunities to the public and advertisers. • Merchandising: Radio audiences like to own radio station branded merchandising like t-shirts, caps and jackets which can be made available at radio stations and retail stores for the public to purchase. • Cellular or mobile phones: Mobile phones provide an interactive element to radio campaign advertisements, competitions, and promotions, which should be monetised as an extension to advertisers‟ radio campaigns. • Social Media Platforms: Radio campaigns are extended to social media platforms like Facebook, LinkedIn, Instagram, Pinterest and Twitter to target a larger audience. / M

Thesis (MPhil)--Stellenbosch University, 2013. / ENGLISH ABSTRACT: In this study patriotism as a persuasive mechanism in persuasive texts was described. The establishment of the construct and the extensive analysis thereof in 20 texts was the primary goal of the study. For the analysis of the phenomenon an analytical model was developed. A pilot study to determine the usefulness of questionnaire methodology for a reader-focused assessment of the effectiveness of these texts was also done. The goal of the pilot study was to determine, among other things, whether readers’ age and population group may in any way play a role in the effectiveness of patriotic advertisements. Since the literature concerning patriotism as a persuasive tool is very limited, patriotism as a persuasive tool was conceptualized by examining two constructs, namely patriotism as political concept and persuasion. After the above conceptualization, a theoretical model for the application of patriotism as a persuasive tool was developed. This theoretical model assumes that patriotism embodies two forms in persuasive texts, namely verbal and non-verbal. The verbal forms of patriotism include content (thematic), word choice and verbal rhetorical devices, while graphic rhetorical devices fall within the non-verbal form. The theoretical model was applied to twenty patriotic advertisements to determine the extent to which patriotism can be used as a persuasive tool. Three of these advertisements were selected for a reader-oriented investigation (which was mainly quantitative through the use of a questionnaire), since only a limited number of respondents completed the comments section in the questionnaire. Respondents from the white and coloured population groups were chosen for the reader-oriented investigation. Their ages were divided into two groups, namely 35 years and younger and 36 years and older. In the three selected advertisements patriotism was utilised in different degrees, namely strikingly positive, subtle and negative. During the reader-oriented investigation respondents' levels of patriotism and their attitudes toward the communication of patriotism were tested before they studied the advertisements. Respondents’ levels of patriotism were again tested after they studied the advertisements. The purpose of this was to determine whether the advertisement had any influence on the respondent's patriotism. Furthermore, the questionnaire tested respondents' degree of persuasion, attention and appreciation toward each advertisement through quantitative research. The results indicate that age and population group do not play a role in respondents' levels of patriotism and communication thereof, but that there were strong differences between population groups regarding the manner in which the advertiser refers to patriotism. One of the main findings was that the coloured population group was not in favour of the negative way that one of the advertisements referred to patriotism, while white respondents’ scores were more or less homogeneous towards all three advertisements. / AFRIKAANSE OPSOMMING: In hierdie studie is patriotisme as oorredingsmeganisme in oorredende tekste beskryf. Die vestiging van patriotisme as konstruk en die uitgebreide analise daarvan in 20 tekste was die primêre doel van die studie. Met die oog op die analise van die verskynsel is ’n analise-model ontwikkel. Daar is ook ’n verkennende studie uitgevoer na die aanwending van vraelysmetodologie vir die lesergerigte toetsing van die effektiwiteit van hierdie tekste. Die verkennende ondersoek wou onder andere bepaal of ouderdom en bevolkingsgroep enigsins ’n rol speel in die effektiwiteit van patriotiese advertensies. Aangesien die oor patriotisme as oorredingsmeganisme uiters beperk is, is patriotisme as oorredingsmeganisme gekonseptualiseer deur die bespreking op twee punte te fokus, naamlik patriotisme as politieke konsep en oorreding. Na afloop van die bogenoemde konseptualisering is ’n analise-model vir die aanwending van patriotisme as oorredingsmeganisme ontwikkel. Hierdie model veronderstel dat patriotisme verbale en nie-verbale verskyningsvorme in die oorredende teks het. Die verbale verskyningsvorme van patriotisme sluit inhoud (tematiek), woordkeuse en verbale retoriese middele in, terwyl patriotisme nie-verbaal oorgedra word in grafiese retoriese middele. Die teoretiese model is op twintig “patriotiese” advertensies toegepas om te bepaal tot watter mate patriotisme as oorredingsmeganisme aangewend word. Drie van hierdie advertensies is vir ’n lesergerigte ondersoek gekies, wat hoofsaaklik kwantitatief is, aangesien slegs ’n beperkte hoeveelheid respondente die kommentaar-afdeling in die vraelys ingevul het.Respondente uit die wit en bruin bevolkingsgroepe is vir die lesergerigte ondersoek gekies. Hulle ouderdomme is in twee groepe verdeel, naamlik 35 jaar en jonger en ouer as 35 jaar. In die drie advertensies wat gekies is, word patriotisme in verskillende grade aangewend, naamlik opvallend positief, subtiel en negatief. Die lesergerigte ondersoek het geskied met behulp van ’n vraelys. Tydens die lesergerigte ondersoek is respondente se vlakke van patriotisme en houdings oor die kommunikasie daarvan getoets voordat hulle die advertensies bestudeer het, waarna hulle patriotisme weer na elke advertensie getoets is. Die doel hiervan was om te bepaal of die advertensie ’n invloed op die respondent se patriotisme het. Verder het die vraelys respondente se mate van oortuiging, aandag en waardering tot elke advertensie getoets deur middel van kwantitatiewe navorsing. Die resultate dui aan dat ouderdom en bevolkingsgroep nie ’n rol speel in respondente se vlakke van patriotisme en die kommunikasie daarvan nie, maar dat daar sterk verskille tussen bevolkingsgroepe was vir die manier waarop die adverteerder na patriotisme verwys. Een van die vernaamste bevindinge was dat bruin bevolkingsgroepe nie ten gunste was van die negatiewe manier waarop daar na patriotisme in een van die advertensies verwys word nie, terwyl wit respondente min of meer homogene tellings teenoor al drie advertensies getoon het.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing 2016 / The purpose of this research was to identify the effectiveness of branded content integration as a marketing and communication strategy. The main objective was to find out whether the branded content integration in soap operas had an effect on consumer attitudes and purchase intent. A quantitative experiment was designed for the study using customers that watch TV soap operas and those who do not watch soap operas. A total of 150 respondents were used for the experiment. The data was analysed using a Chi Squared test to accept or reject the hypothesis. The findings of the study revealed that branded content integration has a positive influence when characters of a soap opera use a brand familiar to the viewers. The implications of the results of the study are that marketers are able to use branded content to create a positive change in consumer attitudes and to drive purchase intent. Using branded content integration as a marketing communication tool in soap operas can have a positive impact on how messaging is displayed. / GR2018

Thesis (M.A. (Media Studies)) --University of Limpopo, 2014 / The purpose of this study was to explore if new media have redefined Vodacom SA‟s advertising and if so to what extent. The research employed Vodacom SA as its case study. Quantitative and qualitative descriptive and explorative research was conducted to determine whether the new media had redefined advertising culture and if so to what extent. Data collection was collected through structured questionnaires, the administration of an intensive interview and secondary data. The structured questionnaires were filled in by 200 conveniently randomly selected University of Limpopo students who represented media audiences and their perceptions. The intensive interview was carried out with Vodacom SA‟s Senior Communications officer Ashleigh Dubbelman. The secondary data was collected from Vodacom SA‟s official documents. The research findings revealed that audience interactivity, due to the new media, has become an important aspect of Vodacom SA‟s advertising process. The uses and gratifications theory proved relevant as the research showed that it is not always how the media influences an audience but what the audience responds to media content or messages. Audience preferences and medium selection proved decisive. Social networks, proved to be the new dominant platform for new media advertising. Furthermore, the findings showed that traditional media TV still possess great influence. The digital divide amongst and within audiences were influential in the limited usage of new media in advertising in the Vodacom SA context. In terms of legislation; no explicit laws on new media and advertising have been enacted yet. On advertising expenditure, budgets have remained largely unchanged but allocation increases tilted towards new media. Conclusively; the research observed that new media has redefined Vodacom SA‟s adverting culture, though the redefinition is still minute and is to a small extent. Key Words New media, Vodacom SA, advertising culture, interactivity, digital divide, audience, social networking sites, redefinition, traditional media, uses and gratifications.

This thesis uses racial stereotyping as a critical approach to the analysis of television advertising commercials broadcast by the SABC during the period of Reform in South Africa, 1978-1992. Due respect is given to theoretical debates about the ideological role of consumer advertising. In the light of various possible causes, such as an increasing importance of blacks to the consumer market, government co-option in terms of 'Total Strategy', or calls by the business sector for a strong black middle class, particular attention is given to the underlying dynamics of black middle class depiction in advertisements. The Introduction outlines the main arguments of the thesis, key theoretical moves, and discusses research sources. Chapter 1 clarifies the concept of stereotype, the nature of racial stereotyping, and proposes a category framework for the analysis of racial stereotyping in a reformist apartheid context. Chapter 2 marries a racial stereotyping critical approach of consumer advertising in South Africa with theoretically-informed advertising criticism in terms of a conception of consumption as a means of hegemony. Chapter 3 outlines aspects of the post-World War II political economy which have underpinned the ensuing forms of South African racial stereotyping. Chapter 4 examines the basis of the SABC-TV broadcasting dispensation and its influence upon the forms of racial stereotyping in commercials. Chapter 5 examines the use of political and public service advertising during the P.W. Botha era, in consideration of what influence such political dimensions of Reform might have had upon the ideological content of advertising in general. Chapter 6 examines advertising production practices during the period of Reform in order to assess the position of the advertising industry with regard to the changing forms in racial stereotyping. Chapter 7 applies the preceding theorisation and assessments about the relationship between the political economy and changing forms of racial stereotyping in SABC-TV commercials in a case study based on the advertising commercial 'history reel' for Castle Lager. Chapter 8 gives further verification in a case study of the history reel for Rama margarine. The Conclusion sums up the preceding chapters and reassess earlier observations. Appendices in Volume II of the thesis provide 830 shot-by-shot descriptions and 890 stills for 41 commercials that comprise the two case studies. / Thesis (Ph.D.)-University of Natal, Durban, 1998.

M.A. (Applied Linguistics) / Please refer to full text to view abstract

D.Com. (Marketing Management) / The reality is that the advertising industry has not yet achieved this kind of effectiveness - in fact, it will be argued in this chapter that the advertising industry is in trouble because there is considerable doubt as to how effective advertising works and whether it works at all. There is therefore an urgency in the advertising and marketing industries to find ways of making advertising more effective, and to develop methods of measuring the effectiveness of advertising. This study will deal with this subject, and will demonstrate that a micro approach to consumer behaviour, including an understanding of human values -and the motivation that drives behaviour, will contribute to making advertising more effective. This study will show that by enabling consumers to experience self related values which will create or reinforce a favourable disposition towards the brand, the effectiveness of marketing communications can be improved. When a market is very competitive with many similar brand offerings - as is the case with the luxury car market in South Africa - consumers are likely to choose between brands on the basis of value-expressive considerations (Reynolds & Gutman, 1984 : 27-37). Parity perceptions will increase the likelihood that consumers will choose a luxury car brand that they think has an image most consistent with their values. Values have been used successfully in the car market to help segment the market, or to help predict buying behaviour in this market. (Thekey findings of some of these studies are discussed in Chapter 5). A study ofvalues is therefore very relevant to the car market. A research study in the car market, particularly the medium/large sedan market, has for this reason been chosen to illustrate how a micro approach to consumer behaviour, including an understanding of values, could make the advertising for a brand in this market more effective.

The exponential growth of the Internet and other new technologies globally continues to re-shape the South African consumer and business landscapes. Media and entertainment group Johnnic Communications Limited has invested more than R1 billion in new technologies in the past 10 years alone. However, the company still has to realise the desired returns on this investment – a situation that is forcing management to review all its online activities. This research project sought to determine what the key success factors are for the local and international online media industry, with a view to recommending potentially viable Internet strategies that could turn around operations such as Johnnic Communications’ online offerings from being nice-to-have cost centres, into exciting and key profit-generating streams. The research found that while Internet offerings cannibalise the readership of printed newspapers in South Africa, new technologies also present media houses with the opportunity to tap into new and broader markets, and hence new revenue streams. To that extent, it concluded that continuing to invest in the Internet is an imperative for Johnnic Communications, rather than an option. In addition to recommending new digital strategies, the research also concludes that developing critical mass and having a clear online strategy are crucial factors towards the company making money out of new technologies.

This research study aimed to provide the South African beer industry and their advertising representative with insights into 18-28-year-olds’ perceptions of the communicated messaged in beer advertisements. This included the use of social and cultural references to attract their attention and the suggestions made by the advertisements about the consumption of beer in certain contexts. This research study aimed to determine the selected sample’s (NMMU students) perceptions of four South African Breweries beer brands, namely Castle Lager, Castle Lite, Carling Black Label and Hansa Pilsener, in terms of their use of references to social and cultural identity of males and females in South Africa within their television advertisements. The survey questionnaire helped determine what the selected sample’s perceptions were of each advertisement, and whether they fully understood the desired communicated message. It also helped to understand whether each advertisement captured their attention. A semiotic analysis of each advertisement was conducted to deconstruct the advertisements and to determine if they do contain elements of social and cultural identity in an attempt to sell products to their target audiences, or to affect the perceptions of the brand and drinking beer in general. This was achieved by examining the signs and imagery in each advertisement, looking specifically at the representamen, interpretant and object using Pierce’s model of a sign. / Hierdie navorsingstudie is daarop gemik om die Suid-Afrikaanse bierbedryf en sy adverteerders ‘n beter begrip te gee van verbruikers tussen die ouderdomme van 18-28, se waarnemings van die boodskappe in bieradvertensies. Dit sluit in die gebruik van sosiale en kulturele verwysings, wat veronderstel is om die verbruikers se aandag te trek, asook die suggesties wat deur die advertensies gemaak word met betrekking tot die verbruik van bier in ‘n bepaalde konteks. Die studie moes ook die gekose monster (“selected sample”), nl. die NMMU-student se persepsies bepaal van vier handelsname van die South African Breweries, naamlik Castle Lager, Castle Lite, Carling Black Label en Hansa Pilsener, en in watter mate daar in bieradvertensies oor die televisie verwys word na die sosiale en kulturele identiteit van Suid-Afrikaanse mans en vroue. Die meningspeiling het die groep se waarnemings van elke advertensie, asook of die boodskap wat gekommunikeer is ten volle verstaan word, ondersoek. Die vraelys kon ook vasstel of die advertensies hulle aandag getrek het. ‘n Semiotiese ontleding van elke advertensie is gedoen, om die advertensies te dekodeer en sodoende vas te stel of die adverteerders elemente van sosiale en kulturele identiteit gebruik het om hul produkte aan die teikenmarkte te verkoop, of om die idees rondom die handelsnaam en bier oor die algemeen te beïnvloed. Aan die hand van Peirce se semiotiese model is die tekens en beelde in elke advertensie bestudeer.