Submitted for the Degree of Master of Technology: Graphic Design, Technikon Natal, 1999. / The self-creation demanded of us by our national realities is no different from that which similar realities are demanding of others. The past has left us orphans, as it has the rest of the planet, and we must join together in inventing our common future. World history has become everyone's task,and our own labyrinth is the labyrinth of all mankind. / M

M.Com. (Business Management) / Please refer to full text to view abstract

M.A. (Communication) / This study examines the creative approach of the South African advertising industry towards the black consumer. The study of literature finds its point of departure in the systems approach of communications. The communication process and the components therein (sender, message, communication medium and receiver) are analysed as a system in the cultural context of the black consumer. The cultural context of the black consumer represents the external environment of the system. In this study emphasis is placed on the sender of the advertising message to the black consumer ...

The present study investigates how television advertising represents work in South Africa. It uses the 1998 Employment Equity Act as an index of analysis. Using the contructionist approach to media representations and a re-examination of George Gerbner's cultivation hypothesis as its point of departure the study examines fifty-four television advertisements that were randomly selected over a four week period SABC 1, 2 and 3, and e.tv. Overall the study points out that images of work that are portrayed by television adverting in South Africa tend to marginalise certain demographic groups in certain types of occupational categories and work roles. However, it hesitates to apply ideals of the 1998 Employment Equity Act on this observation to conclude that advertising representations discriminate against the respective demographic groups in the occupational categories and work roles. The study justifies this hesitation in two ways. Firstly, it raises theoretical problems that would arise if one applied ideals of the 1996 Employment Equity Act wholesale on advertising representations of work. Secondly, it points out important weaknesses of quantitative content analysis which incapacitates it from grasping subtle tendencies which may help give a more comprehensive picture of advertising representations. / Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2004.

This study aimed to provide South African advertising professionals with insights into the current state of online and mobile advertising in South Africa, highlighting areas in which this sector of the industry can develop in order for professionals to perpetuate successful and innovative use of the mediums available to them and their clients. The study draws on literature from the fields of traditional advertising, digital advertising and new media. Research on the South African digital advertising climate is not as readily available as that of international studies based in the United States of America and the United Kingdom. The study therefore used two data collection methods namely, telephonic semi-structured interviews with advertising professionals employed within the South African advertising and marketing industries as well as an electronic survey also aimed at advertising professionals employed within the South African advertising and marketing industries. The data collected aims to provide an insight into the professional opinions and feelings of these professionals as to how the South Africa digital advertising landscape is perceived, how it compares to its international counterparts and whether online and mobile technologies have had an impact on the South African advertising industry in terms of ad-spend not only on digital but on traditional advertising. The data from both the semi-structured interviews and survey were analysed in terms of the aforementioned aspects and correlations were found between the qualitative and quantitative data. Five advertising professionals from various agencies from around South Africa were interviewed telephonically while 27 advertising professionals attempted the electronic survey with 21 completing the survey. The study found that advertisers acknowledge that online and mobile technologies have had an impact on the South African advertising industry as digital advertising is now seen as an important fixture within the advertising industry and is considered to now be as important as traditional advertising. However, although advertising professionals acknowledge this importance, the medium is still underutilised due to a number of determining factors. These factors include insufficient knowledge in the field of digital advertising by advertisers and clients as clients are still unwilling to allocate similar levels of ad-spend to digital as they would to traditional advertising, this despite a notable increase in digital ad-spend. Traditional advertising still dominates ad-spend and advertisers are of the opinion that despite the growth of digital media, this trend will remain prevalent in South Africa which continues to trail behind its international counterparts.

Reklame-agentskappe in Suid-Afrika se hantering van posisioneringsdoelwitte en -beginsels asook oorredingsbeginsels by die formulering van 'n kreatiewe reklame­ strategie is in 'n sensus deur 'n posvraelys ondersoek. Produkposisionering behels die verbruikerspersepsie van 'n handelsmerk teenoor mededinging. Persepsie be·invloed die verbruiker se houding teenoor die handelsmerk asook aankoopbesluite. Reklame kan gebruik word om doelgerig 'n gunstige persepsie van die produk te skep. Die studie toon dat respondente die belangrikheid van produkposisionering en beeldoordrag deur reklame beset asook dat handelsmerklojaliteit normaalweg beteken dat produkposisionering suksesvol was. 'n Positiewe houding teenoor die produk berus op 'n positiewe produkbeeld, terwyl produkposisionering slegs suksesvol kan wees indien dit aan belangrike persoonlike motiewe van die verbruiker gekoppel kan word. Die handelsmerkbeeld is moeilik veranderbaar, maar word deur produkkennis bevorder. Die kreatiewe strategie behels besluite oar die oorredingsdoelwitte en boodskap­ konstruksie. Respondente gebruik byna altyd posisioneringsdoelwitte (oorredings­ doelwitte) by reklameveldtogte maar nie noodwendig as formele reklamedoelwitte nie. Die unieke verkoopsaanbod (USP) en die mededingende posisie word as belangrike kreatiewe riglyne beskou. Bevindinge toon dat boodskapkonstruksie by die doel­ gehoor aanklank moet vind deur dit aan die ontvanger se persoonlike ervaring of aan getuienisse te koppel wat, teen die agtergrond van 'n onkonvensionele maar geloofwaardige benadering, deurgaans die handelsnaam en uitmuntende kreatiwiteit beklemtoon. Emosionele sowel as feitelike inligting is, volgens reklame-agentskappe, vir die oorre­ ding van die verbruiker belangrik. Rasionele argumente moet egter deur bewyse en feitelike inligting ondersteun en met "warmte" gekombineer word. Humor en vrees word as minder belangrik vir oorreding beskou. Tekortkomings is bespeur in die evaluering van die kommunikasiesukses van reklame­ veldtogte, die monitor van veranderinge in handelsmerkpersepsies en be·invloeding van verbruikerspersepsies van die mededingers se handelsmerke. Dit word vererger deur leemtes in inligting oor die ideale handelsmerk (handelsmerkvoorkeur). Respondente onderskat dikwels verbruikers se leervermoe en persepsie van die aan­ kooprisiko. Dit belemmer die begrip van die koppeling tussen die handelsmerk­ persepsie, houding en aankoopvoornemens. Reklame-agentskappe behoort kliente meer te adviseer oor die sinergie van al die bemarkingsinstrumente by produkposisionering in plaas daarvan om uitsluitlik op die meer visuele elemente te fokus. / The handling, by South African advertising agencies, of positioning as well as persua­ sion objectives and principles in formulating creative advertising strategies was investi­ gated in a census by means of a postal survey. Product positioning entails the consumer's perception of a brand relative to competition. Perception influences the consumer's attitude towards brands and purchasing deci­ sions. Advertising can be used to create a favourable perception of the product. The study shows that the respondents understand the importance of product posi­ tioning and the transfer of image, and that brand loyalty normally reflects successful product positioning. A positive attitude towards the brand depends on a positive brand image, while product positioning can only be successful if linked to important personal consumer motives. Brand image is difficult to change, but is enhanced by product knowledge. The creative strategy comprises decisions about the persuasion objectives and message construction. Respondents nearly always use positioning objectives (persuasion objectives) in advertising campaigns but not necessarily as formal advertising objectives. The unique selling proposition (USP) and the competitive position are regarded as important creative guidelines. Findings show that message construction must be appealing to the target audience by involving the recipient's personal experience or testimonies, emphasising the brand name and displaying creative excellence against the background of an unconventional but credible approach. Emotional as well as factual information are, according to advertising agencies, important for persuading the consumer. Rational arguments must, however, be sub­ stantiated by factual information combined with "warmth". Humour and fear are regarded as minor contributors in persuasion. Shortcomings were detected in evaluating communication results of advertising cam­ paigns, monitoring of changes in brand perception and influencing the consumer's perception of competitors' brands. This is aggravated by a lack of information about the ideal brand (brand preference). Respondents frequently underestimate the consumer's learning ability and perception of purchase risks. This hampers the understanding of the link between brand percep­ tion, attitude and purchase intentions. Advertising agencies should offer more advice to clients regarding the synergy of all the marketing instruments in product positioning, instead of focusing exclusively on the more visual elements. / Business Management / DCom (Sakebesturr)

Tweens are a new cohort of children who are not considered children, but have not developed into fully autonomous teenagers (Hulan, 2007: 31). Tweens are regarded as the “richest generation of children” (Lindstrom, 2004: 175). Their high disposable income and ability to influence consumption through endorsement makes tweens a potentially profitable niche market. In order to formulate an effective marketing campaign, marketing managers need to be aware of children’s advertising literacy, as well as the effect which peer endorsement has on consumption. Consequently, to determine the impact of these variables, a questionnaire was administered to 574 respondents and an empirical correlation experiment was conducted involving 202 participants. The primary research objective was to determine tweens advertising literacy at different ages and the concurrent affect which it had on their propensity to consume; advertising literacy is described by Priya, Baisya and Sharma (2010: 154) as the extent to which children are aware that advertisements have a selling intent, are persuasive, and are intrinsically biased. The effect which endorsement had on consumption was also assessed. Data was analysed utilising SPSS (Statistics Package for Social Sciences). Key findings were graphically represented, and compared to literature with a focus on Piaget’s Hierarchy of Cognitive development and Roedder’s information processing model (Roedder, 1981: 145; Piaget, 1960: 135). The research established that there was a strong positive correlation between advertising literacy and age. The research showed that this cognizance had a concurrent negative effect on tweens propensity to consume and consequently advertising literacy had a negative correlation with propensity to consume. The research also determined the extent which endorsement influenced consumption. In accordance with Childers and Rao (1993: 464) the degree of conspicuousness during consumption was assessed. The research established that respondents were more inclined to consume an endorsed product which had higher conspicuousness during consumption (i.e. a public good) than a good with lower consumption conspicuousness (i.e. a private good). Similarly, endorsed luxury goods exhibited a higher consumption propensity than necessity goods. The research also determined that the reference group construct affected the extent to which endorsement influenced consumption; familial endorsement had a stronger effect on consumption than peer endorsement. From these key findings, recommendations for South African managers were provided. The report culminated with recommendations for future research. / Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2013.

Reklame-agentskappe in Suid-Afrika se hantering van posisioneringsdoelwitte en -beginsels asook oorredingsbeginsels by die formulering van 'n kreatiewe reklame­ strategie is in 'n sensus deur 'n posvraelys ondersoek. Produkposisionering behels die verbruikerspersepsie van 'n handelsmerk teenoor mededinging. Persepsie be·invloed die verbruiker se houding teenoor die handelsmerk asook aankoopbesluite. Reklame kan gebruik word om doelgerig 'n gunstige persepsie van die produk te skep. Die studie toon dat respondente die belangrikheid van produkposisionering en beeldoordrag deur reklame beset asook dat handelsmerklojaliteit normaalweg beteken dat produkposisionering suksesvol was. 'n Positiewe houding teenoor die produk berus op 'n positiewe produkbeeld, terwyl produkposisionering slegs suksesvol kan wees indien dit aan belangrike persoonlike motiewe van die verbruiker gekoppel kan word. Die handelsmerkbeeld is moeilik veranderbaar, maar word deur produkkennis bevorder. Die kreatiewe strategie behels besluite oar die oorredingsdoelwitte en boodskap­ konstruksie. Respondente gebruik byna altyd posisioneringsdoelwitte (oorredings­ doelwitte) by reklameveldtogte maar nie noodwendig as formele reklamedoelwitte nie. Die unieke verkoopsaanbod (USP) en die mededingende posisie word as belangrike kreatiewe riglyne beskou. Bevindinge toon dat boodskapkonstruksie by die doel­ gehoor aanklank moet vind deur dit aan die ontvanger se persoonlike ervaring of aan getuienisse te koppel wat, teen die agtergrond van 'n onkonvensionele maar geloofwaardige benadering, deurgaans die handelsnaam en uitmuntende kreatiwiteit beklemtoon. Emosionele sowel as feitelike inligting is, volgens reklame-agentskappe, vir die oorre­ ding van die verbruiker belangrik. Rasionele argumente moet egter deur bewyse en feitelike inligting ondersteun en met "warmte" gekombineer word. Humor en vrees word as minder belangrik vir oorreding beskou. Tekortkomings is bespeur in die evaluering van die kommunikasiesukses van reklame­ veldtogte, die monitor van veranderinge in handelsmerkpersepsies en be·invloeding van verbruikerspersepsies van die mededingers se handelsmerke. Dit word vererger deur leemtes in inligting oor die ideale handelsmerk (handelsmerkvoorkeur). Respondente onderskat dikwels verbruikers se leervermoe en persepsie van die aan­ kooprisiko. Dit belemmer die begrip van die koppeling tussen die handelsmerk­ persepsie, houding en aankoopvoornemens. Reklame-agentskappe behoort kliente meer te adviseer oor die sinergie van al die bemarkingsinstrumente by produkposisionering in plaas daarvan om uitsluitlik op die meer visuele elemente te fokus. / The handling, by South African advertising agencies, of positioning as well as persua­ sion objectives and principles in formulating creative advertising strategies was investi­ gated in a census by means of a postal survey. Product positioning entails the consumer's perception of a brand relative to competition. Perception influences the consumer's attitude towards brands and purchasing deci­ sions. Advertising can be used to create a favourable perception of the product. The study shows that the respondents understand the importance of product posi­ tioning and the transfer of image, and that brand loyalty normally reflects successful product positioning. A positive attitude towards the brand depends on a positive brand image, while product positioning can only be successful if linked to important personal consumer motives. Brand image is difficult to change, but is enhanced by product knowledge. The creative strategy comprises decisions about the persuasion objectives and message construction. Respondents nearly always use positioning objectives (persuasion objectives) in advertising campaigns but not necessarily as formal advertising objectives. The unique selling proposition (USP) and the competitive position are regarded as important creative guidelines. Findings show that message construction must be appealing to the target audience by involving the recipient's personal experience or testimonies, emphasising the brand name and displaying creative excellence against the background of an unconventional but credible approach. Emotional as well as factual information are, according to advertising agencies, important for persuading the consumer. Rational arguments must, however, be sub­ stantiated by factual information combined with "warmth". Humour and fear are regarded as minor contributors in persuasion. Shortcomings were detected in evaluating communication results of advertising cam­ paigns, monitoring of changes in brand perception and influencing the consumer's perception of competitors' brands. This is aggravated by a lack of information about the ideal brand (brand preference). Respondents frequently underestimate the consumer's learning ability and perception of purchase risks. This hampers the understanding of the link between brand percep­ tion, attitude and purchase intentions. Advertising agencies should offer more advice to clients regarding the synergy of all the marketing instruments in product positioning, instead of focusing exclusively on the more visual elements. / Business Management / DCom (Sakebesturr)

This study examines the extent to which feminism has been appropriated by the consumer culture. As the relationship between consumerism and patriarchy continues to dominate global economic and social practices, this appropriation points to a denial of the social and political importance of the feminist movement. An acknowledgement of our own complicity in the perpetuation of a sexist, racist and classist ideology – along with an understanding of the complicity of the media – is crucial in explaining relations of domination within our society (Thompson 1990). A study of television advertising practice allows us to “explore meaning as a social product, enmeshed in webs of power” (Jordan and Wheedon 1995:543). Consumer ‘freedom’ is the compulsory freedom (Slater 1997), as we buy as many symbols as products. This study shows that for all the ‘strides’ feminism has made, media images of women are largely traditional, prescriptive (although an ironic distance is often implied) or overtly sexualised. Feminism is never mentioned, as women’s gains are presented as ahistorical in a ‘post-feminist’ world. Third wave feminism is an attempt to embrace all feminisms and feminists, working to inject some substance and truth behind advertising’s feminist veneer.

South Africa's turbulant political and social history has meant that alchol consumption was a way for many to escape from the harsh realities in which people lived. Inder aparthied, prohibition laws dominated the drinking habits of many South Africans. the 1928 prohibition act, which was established to prevent the sale of European beer to Africans, effectively boosted the illicit black drinking culture in shebeens and socially in the townships. As people began to move from rural to urban areas in search of job; commual beer halls became places of connection and support for people who felt alienated and disconnected from their homes and famillies.