The Representation Of Africa In Cause Related Print Advertisements Influences US Viewer Responses

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

In this study this study try to explore the facts about representation of Africa in cause related advertisements. What is representation of Africa in cause-related advertisements, and its influences US viewer responses? Moreover, the research of this study further focuses on use of advertisements and its representation of Africa in it, and how it influences the viewers of US.

TABLE OF CONTENDS

Acknowledgement2

DECLARATION3

ABSTRACT4

TABLE OF CONTENDS5

CHAPTER I: INTRODUCTION6

First Cause Related Marketing As Emotional Advertising12

Second Transparency and Cause Related Marketing13

Third Deception through Cause Related Marketing14

Even More Glaring Were The Case, If The Good Cause Would Not Support15

CHAPTER II: LITERATURE REVIEW16

Bodies on Print17

Bodies in Africa19

Representations27

CHAPTER III: METHODOLOGY38

Thematic Analysis39

Structural Analysis40

Conclusion41

Pretoria: A Cloudy Rainbow Nation?43

CHAPTER IV: DATA ANALYSIS AND RESULTS49

Selecting the Ads49

Advertisement # 1 (Ad 1)50

Advertisement # 2 (Ad 2)51

Advertisement # 3 (Ad 3)52

Advertisement # 4 (Ad 4)52

Representations of Africa53

Music and Dance, Blindness and Light54

CHAPTER V: CONCLUSION57

Advertising the “Rainbow Nation”57

Body, Sex and Social Reproduction58

Differences and Conciliations60

Thematic Clusters66

Thematic Clusters70

Chains Of Associations (Structure) Pretoria Wits Rau Paris71

References72

CHAPTER I: INTRODUCTION

Freedom generates euphoria. Nelson Mandela's release from jail in 1990 and the first free and fair and inclusive elections of 1994 provided an exemplar illustration of the association of liberty with happiness. This form of gaiety in fact expressed a form of earnestness that captured individual's feelings of change in the country. 1990 and 1994 have become important landmarks in this process of transition from an authoritarian and racist rule to a democracy. The political organisation of the country was totally overhauled and the 1996 Constitution included a Bill of Rights with socio-economic rights fully integrated and which makes it one of the most progressive Bills of Rights in the world. New economic policies were designed and implemented, though not without disputed modifications in their orientation.

Life in Africa is radically different from what it used to be before 1994. People are no longer persecuted for their beliefs nor the colour of their skin but this does not mean that the country has been touched by a magic wand making the atrocities and violence of the previous government to suddenly disappear. Political equality is Africa's greatest achievement but this hard attained right is not a social reality. Africa remains an extremely unequal society with the gap between those with access to resources and others seeking the same increasing. The liberal turn taken by the government since 1996 is not doing much to address this situation as wealth production among the previously marginalised Africans is targeted to a select ...