Television 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.

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dc.contributor.advisor Teer-Tomaselli, Ruth Elizabeth.
dc.creator Asmall, Sumaya.
dc.date.accessioned 2012-03-12T14:06:31Z
dc.date.available 2012-03-12T14:06:31Z
dc.date.created 2010
dc.date.issued 2010
dc.identifier.uri http://hdl.handle.net/10413/5093
dc.description Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2010. en
dc.description.abstract 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. en
dc.language.iso en_ZA en
dc.subject Theses--Culture, communication and media studies. en
dc.subject Television advertising--South Africa. en
dc.subject Television broadcasting--South Africa--Influence. en
dc.subject South Africa--Politics and government--1994- en
dc.title Television 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.type Thesis en

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