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

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.

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.

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.

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

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.

The study is concerned with how television advertising content in South Africa promotes diversity and nation building. It looks at whether advertising representations reflect the idea of a new South Africa. The basis of the study involves a thorough analysis of the International Marketing Council’s (IMC) ‘alive with possibility’ television campaign through content analysis as well as Focus Group discussions. These advertisements are then comparatively examined with corporate advertisements on South African television. Post 1994 advertising was facing a new era with new challenges, especially due to the emerging black middle class as an important target market. Advertising in South Africa went through an enormous transformation, especially with regard to race and cultural representations and symbols of nationalism and patriotism. Some adverts, like those of the IMC, took on a specific didactic role to try and shift the perceptions of people. These ideals were also noticeable in corporate advertising in the country. Although television advertising itself went under transformation, people were unable to progress as quickly as broadcasting did. The dissertation looks at the variety of opinions regarding this type of advertising in South Africa. / Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2010.

Text in Afrikaans / Dit is belangrik vir bemarkingsorganisasies om die effek van bemarkingsaksies en meer spesifiek reklame te meet van wee eskalerende koste-oorwegings. Wat die rol van reklame in verbruikersgedrag betref, is die belewing van of houding-teenoor-reklame konsepte van sentrale be lang. Aangesien die term bel ewing meer beskrywend is oor die impak wat advertensies op verbruikers het word hierdie term algemeen gebruik. Hierdie studie ondersoek die konsep advertensiewaardering en ontleed die invloed daarvan op advertensiebelewing. Die kyker-responsprofiel soos deur Schlinger (1979) ontwikkel, word algemeen gebruik om televisiekykers se houding teenoor televisie-advertensies te meet. Hierdie studie poog om die toepaslikheid en geldigheid van die kyker-responsprofiel onder Suid-Afrikaanse televisiekykers te ondersoek. Die navorsingsmetode het uit twee fases bestaan. Die eerste fase was meer kwalitatief van aard, en ondersoek kykers se kognitiewe struktuur van houding teenoor televisie-advertensies. Die teoretiese uitgangspunt tydens hierdie fase is persoonlike-konstrukteorie. Repertoriumrooster onderhoude is met 50 volwasse televisiekykers (ouer as 16 jaar) uit verskillende taalgroepe gevoer. Daar is bevind dat kykers gemiddeld ses konstrukte gebruik ten einde die waarderingsvlak van advertensies te bepaal. 313 Konstrukte is in totaal deur die 50 respondente ontlok. Hierdie konstruke is deur individuele roosterontledings en ooreenkomsanalise tot 'n aantal konstrukgroepe gereduseer. Beskrywings van konstrukgroepe is aan die hand van n literatuurnavorsing gedoen. Die konstrukgroepe (tevredenheid, vermaaklikheid, interessantheid, sosialiteit, duidelikheid, realiteit, tempo en emosialiteit) toon 'n mate van ooreenstemming met die sewe Schlinger basisfaktore. Die onderliggende indiwiduele konstrukte wat vermaaklikheid, sosialiteit tempo en interessantheid beskryf, toon hoe korrelasies met waardering wat daarop dui dat waardering meer as net vermaaklikheid behels. Fase twee was meer kwantitatief van aard en het die ontleding van 382 kykerresponsprofiele behels. 'n Faktorontleding van die 32 Schlinger-items het sewe basisfaktore tot gevolg. Die eerste vyf faktore (vermaaklikheid, verwarring, relevante nuus, handelsmerkversterking en empatie) beskik oor soortgelyke faktorladings as faktorontledings wat in die V.S.A. gedoen is. Hierdie bevinding dui daarop dat die affektiewe belewingstruktuur van televisiekykers in Suid-Afrika grootliks dieselfde is as kykers in die Verenigde State. Die ander twee faktore (familiariteit en vervreemding) se ladings verskil van die in die Verenigde State maar hierdie verskille kan gegewe die aard van die advertensies ( bestaande en nuwe advertensiekonsepte) en die kruiskulturele aard van Suid-Afrikaanse kykers verklaar word. Die Schlingeritems is statisties beskryf en ontleed deur die rol wat die tipe advertensie (bestaande versus nuwe), produk-kategorie en kulturele teikenmark speel in waardering van advertensies te ondersoeK. Nuwe konsepte is geneig om meer vermaaklik en relevant te wees. Zulu, Sotho en Xhose kykers is geneig om advertensies as meer positief te beleef. Kosmetika en medisinale-, korporatiewe- en motoradvertensies is verder minder vermaaklik as voedsel en handelsadvertensies. Die Schlingeritems wat advertensiewaardering die beste beskryf en voorspel is bepaal deur bondelontledings en meerdimensionele verskaling. Daar is gevind dat waardering die mate waartoe 'n advertensie aan die vermaaklikheids, empatie en relevante nuus doelwitte voldoen sonder om verwarrend, vervreemdend of oorbekend te wees. Dit wil voorkom of daar twee dimensies bestaan wat die meeste variansie in Schlingeritems verklaar naamlik waardering (positief of negatief) en relevansie. Bondelontleding dui verder daarop dat 'n positiewe persepsie van 'n geadverteerde handelsmerk kykers ontvanklik maak om meer van 'n advertensie te hou of te waardeer. / It is important that, given escalating cost considerations, marketing organisations determine the effect that their marketing efforts have. With regard to the role of advertising m consumer behaviour, attitude towards commercials is of utmost importance. This study examined the liking of television advertisement concept and analyses the effect of this concept on attitude towards television advertising. The viewer response profile as developed by Schlinger (1979) is commonly used to evaluate viewer's attitude towards television commercials. This study attempted to investigate the applicability and validity of this instrument amongst South African television viewers. The study consisted of two phases. Phase one was more qualitative in nature and investigated the viewer's cognitive structure of attitude towards television commercials. The theoretical approach used during this phase was personal construct theory. It was found that viewers on average use six constructs to evaluate whether they like or dislike commercials. 313 Constructs were elicited and based on individual grid analyses and correspondence analysis a reduced number of construct groups was identified. These construct groups ( contentness, entertainment, interesting, sociality, clearness, reality, emotionality, and tempo) show a measure of similarity to the seven Schlinger factors or dimensions. The individual constructs, which make up entertainment, sociality, emotionality, tempo and interesting, show high levels of correlation with advertisement liking. This finding suggests that advertisement liking involve more than pure entertainment. Phase two was more quantitative and consisted of analysing 382 viewer response profiles. A factor analysis of the 32 items, which make up the viewer response profile, resulted in seven factors. The first five factors (entertainment, confusion, relevant news, brand reinforcement and empathy) show similar factor loading to factor analytical studies done in the United State of America. The other two factors (familiarity and alienation) show different loading to the United States of America study but these differences could be explained given the nature of commercials tested (existing commercials and new commercial concepts) and the cross cultural nature of South African viewers. The Schlinger items were analysed in greater detail by investigating the role which type of commercial (existing versus new), product category and cultural target market play in liking of commercials. New concepts are proven to be more entertaining, creative and relevant. Zulu and Sotho viewers are likely to be more positively disposed towards television commercials while cosmetic, medicine, corporate and motor vehicle commercials are less entertaining than food and commercial commercials. Those Schlinger items, which best describe and predict commercials liking were determined by using cluster and multi dimensional scaling techniques. It is apparent from this analysis that likability is the extent to which the objective of entertainment, empathy or relevant news is achieved without confusion, alienation or familiarity. Cluster analysis furthermore suggests that a positive perception of an advertised brand predispose viewers to higher levels of commercial liking. Multi dimensional scaling suggest two dimensions explaining most of the Schlinger factor variance namely liking (positive of negative) and relevance. / Industrial and Organisational Psychology / D. Com. (Bedryfsielkunde)

Text in Afrikaans / Dit is belangrik vir bemarkingsorganisasies om die effek van bemarkingsaksies en meer spesifiek reklame te meet van wee eskalerende koste-oorwegings. Wat die rol van reklame in verbruikersgedrag betref, is die belewing van of houding-teenoor-reklame konsepte van sentrale be lang. Aangesien die term bel ewing meer beskrywend is oor die impak wat advertensies op verbruikers het word hierdie term algemeen gebruik. Hierdie studie ondersoek die konsep advertensiewaardering en ontleed die invloed daarvan op advertensiebelewing. Die kyker-responsprofiel soos deur Schlinger (1979) ontwikkel, word algemeen gebruik om televisiekykers se houding teenoor televisie-advertensies te meet. Hierdie studie poog om die toepaslikheid en geldigheid van die kyker-responsprofiel onder Suid-Afrikaanse televisiekykers te ondersoek. Die navorsingsmetode het uit twee fases bestaan. Die eerste fase was meer kwalitatief van aard, en ondersoek kykers se kognitiewe struktuur van houding teenoor televisie-advertensies. Die teoretiese uitgangspunt tydens hierdie fase is persoonlike-konstrukteorie. Repertoriumrooster onderhoude is met 50 volwasse televisiekykers (ouer as 16 jaar) uit verskillende taalgroepe gevoer. Daar is bevind dat kykers gemiddeld ses konstrukte gebruik ten einde die waarderingsvlak van advertensies te bepaal. 313 Konstrukte is in totaal deur die 50 respondente ontlok. Hierdie konstruke is deur individuele roosterontledings en ooreenkomsanalise tot 'n aantal konstrukgroepe gereduseer. Beskrywings van konstrukgroepe is aan die hand van n literatuurnavorsing gedoen. Die konstrukgroepe (tevredenheid, vermaaklikheid, interessantheid, sosialiteit, duidelikheid, realiteit, tempo en emosialiteit) toon 'n mate van ooreenstemming met die sewe Schlinger basisfaktore. Die onderliggende indiwiduele konstrukte wat vermaaklikheid, sosialiteit tempo en interessantheid beskryf, toon hoe korrelasies met waardering wat daarop dui dat waardering meer as net vermaaklikheid behels. Fase twee was meer kwantitatief van aard en het die ontleding van 382 kykerresponsprofiele behels. 'n Faktorontleding van die 32 Schlinger-items het sewe basisfaktore tot gevolg. Die eerste vyf faktore (vermaaklikheid, verwarring, relevante nuus, handelsmerkversterking en empatie) beskik oor soortgelyke faktorladings as faktorontledings wat in die V.S.A. gedoen is. Hierdie bevinding dui daarop dat die affektiewe belewingstruktuur van televisiekykers in Suid-Afrika grootliks dieselfde is as kykers in die Verenigde State. Die ander twee faktore (familiariteit en vervreemding) se ladings verskil van die in die Verenigde State maar hierdie verskille kan gegewe die aard van die advertensies ( bestaande en nuwe advertensiekonsepte) en die kruiskulturele aard van Suid-Afrikaanse kykers verklaar word. Die Schlingeritems is statisties beskryf en ontleed deur die rol wat die tipe advertensie (bestaande versus nuwe), produk-kategorie en kulturele teikenmark speel in waardering van advertensies te ondersoeK. Nuwe konsepte is geneig om meer vermaaklik en relevant te wees. Zulu, Sotho en Xhose kykers is geneig om advertensies as meer positief te beleef. Kosmetika en medisinale-, korporatiewe- en motoradvertensies is verder minder vermaaklik as voedsel en handelsadvertensies. Die Schlingeritems wat advertensiewaardering die beste beskryf en voorspel is bepaal deur bondelontledings en meerdimensionele verskaling. Daar is gevind dat waardering die mate waartoe 'n advertensie aan die vermaaklikheids, empatie en relevante nuus doelwitte voldoen sonder om verwarrend, vervreemdend of oorbekend te wees. Dit wil voorkom of daar twee dimensies bestaan wat die meeste variansie in Schlingeritems verklaar naamlik waardering (positief of negatief) en relevansie. Bondelontleding dui verder daarop dat 'n positiewe persepsie van 'n geadverteerde handelsmerk kykers ontvanklik maak om meer van 'n advertensie te hou of te waardeer. / It is important that, given escalating cost considerations, marketing organisations determine the effect that their marketing efforts have. With regard to the role of advertising m consumer behaviour, attitude towards commercials is of utmost importance. This study examined the liking of television advertisement concept and analyses the effect of this concept on attitude towards television advertising. The viewer response profile as developed by Schlinger (1979) is commonly used to evaluate viewer's attitude towards television commercials. This study attempted to investigate the applicability and validity of this instrument amongst South African television viewers. The study consisted of two phases. Phase one was more qualitative in nature and investigated the viewer's cognitive structure of attitude towards television commercials. The theoretical approach used during this phase was personal construct theory. It was found that viewers on average use six constructs to evaluate whether they like or dislike commercials. 313 Constructs were elicited and based on individual grid analyses and correspondence analysis a reduced number of construct groups was identified. These construct groups ( contentness, entertainment, interesting, sociality, clearness, reality, emotionality, and tempo) show a measure of similarity to the seven Schlinger factors or dimensions. The individual constructs, which make up entertainment, sociality, emotionality, tempo and interesting, show high levels of correlation with advertisement liking. This finding suggests that advertisement liking involve more than pure entertainment. Phase two was more quantitative and consisted of analysing 382 viewer response profiles. A factor analysis of the 32 items, which make up the viewer response profile, resulted in seven factors. The first five factors (entertainment, confusion, relevant news, brand reinforcement and empathy) show similar factor loading to factor analytical studies done in the United State of America. The other two factors (familiarity and alienation) show different loading to the United States of America study but these differences could be explained given the nature of commercials tested (existing commercials and new commercial concepts) and the cross cultural nature of South African viewers. The Schlinger items were analysed in greater detail by investigating the role which type of commercial (existing versus new), product category and cultural target market play in liking of commercials. New concepts are proven to be more entertaining, creative and relevant. Zulu and Sotho viewers are likely to be more positively disposed towards television commercials while cosmetic, medicine, corporate and motor vehicle commercials are less entertaining than food and commercial commercials. Those Schlinger items, which best describe and predict commercials liking were determined by using cluster and multi dimensional scaling techniques. It is apparent from this analysis that likability is the extent to which the objective of entertainment, empathy or relevant news is achieved without confusion, alienation or familiarity. Cluster analysis furthermore suggests that a positive perception of an advertised brand predispose viewers to higher levels of commercial liking. Multi dimensional scaling suggest two dimensions explaining most of the Schlinger factor variance namely liking (positive of negative) and relevance. / Industrial and Organisational Psychology / D. Com. (Bedryfsielkunde)