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dc.contributor.advisorTeer-Tomaselli, Ruth Elizabeth.
dc.creatorAsmall, Sumaya.
dc.date.accessioned2012-03-12T14:06:31Z
dc.date.available2012-03-12T14:06:31Z
dc.date.created2010
dc.date.issued2010
dc.identifier.urihttp://hdl.handle.net/10413/5093
dc.descriptionThesis (M.A.)-University of KwaZulu-Natal, Durban, 2010.en
dc.description.abstractThe 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.en
dc.language.isoen_ZAen
dc.subjectTheses--Culture, communication and media studies.en
dc.subjectTelevision advertising--South Africa.en
dc.subjectTelevision broadcasting--South Africa--Influence.en
dc.subjectSouth Africa--Politics and government--1994-en
dc.titleTelevision advertising as a means of promoting an intercultural and interracial South Africa and nation building. A case study of the International Marketing Council's 'alive with possibility' campaign.en
dc.typeThesisen


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