<b>Children and race in South African magazine advertising: Pre- and post-apartheid</b>

North, Ernest J.; Millard, Sollie M.

doi:10.1080/02560054.2003.9653259

Cited by 8 publications

(8 citation statements)

References 10 publications

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“…They are considered helpful to convey positive values from generation to generation. The content analysis also indicates that a child audience may connect more efficiently with a child model than an adult projected in a social situation (North and Millard, 2003). The findings from this study also support previous research on the trend of the increased portrayal of children in advertisements in recent decades.…”

Section: Discussionmentioning

confidence: 99%

The changing portrayal of children in Indian advertisements: a comparative study of the three decades

Choudhary¹,

Roy

2022

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Purpose This study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the changes in the portrayal of the children, including the changes in product type and target audience. Design/methodology/approach The content of 212 television advertisements was analysed for the study; 32 advertisements belonged to 1990–2000, 38 belonged to 2000–2010 and 142 belonged to 2010–2020. Findings It could be observed that in 2010–2020, marketers had primarily focused on children as their central idea behind making any advertisement. They were projecting children as an emotional and informational tool for attracting adults and children, directly or indirectly. Research limitations/implications The implications of this study are manifold. Firstly, the study supports the theories of socialisation and the changing role of children in the same. Secondly, the trend over the decades hints at the marketer’s changing strategy behind using children in advertisements to target adult audiences. Practical implications The significant implication for the practitioner is the possibility of having a child protagonist in an ad for the non-children target audience. Originality/value This paper is one of the first to analyse the changing role of children in advertisements over a long time horizon.

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Section: Discussionmentioning

confidence: 99%

The changing portrayal of children in Indian advertisements: a comparative study of the three decades

Choudhary¹,

Roy

2022

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“…Future market research on culture and sport may possibly supply marketers with valuable information to underpin strategies for the marketing of sporting goods to athletes in diverse race and cultural groups (North & Millard, 2003).…”

Section: Roles Portrayed By Childrenmentioning

confidence: 99%

roles portrayed by children in South African magazine advertising

North

2022

JCSA

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This paper summarizes the findings of four studies executed from 1983 to 2003 todetermine how marketers in South Africa portray children in magazine advertisements.This longitudinal study reports on aspects such as the incidence of child models in theadvertisements, the roles they depict and whether there are differences as to the wayin which marketers use children from different races in the same advertisements. Aconceptual framework or marketing communications model is presented to illustratehow marketers can use the child as a substitute communicator in various roles to conveythe firm’s advertising message. The relevance of the findings for South African marketersis highlighted and suggestions for further research are proposed.

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“…In order to achieve this aim, South African advertisers have changed their behaviour using more multi-racial advertisements. For instance, studies pointed out an obvious increase in the number of multi-racial advertisements consisting of children in the post-apartheid period (North, 2003;North & Millard, 2003). Indeed, while multi-racial advertisements of this type were 5% in 1983 and 1% in 1987, they were almost 11% in 1997.…”

Section: Multi-racial Advertising In South Africamentioning

confidence: 99%

“…The authors concluded that this difference confirms that advertisers have realised that their advertisements must reflect "the true nature of the new South Africa" (North & Millard, 2003:48). Nevertheless, the authors pointed out the fact that when the black community constitutes 76% of the South African population in 1996, the 89% of advertisements representing only white children as models can be seen as disproportionate (North & Millard, 2003). Thus, even if a step has been made in the right direction, the advertising strategies in South Africa still do not reflect the real changes which are taking place in the country (North & Millard, 2003).…”

Section: Multi-racial Advertising In South Africamentioning

confidence: 99%

“…Conversely, while North and Millard (2003) praise at least the new multi-racialism, a body of research criticized the ecumenist pressure exerted by multi-racial advertising since the end of the apartheid period. According to Baliserio (1997:3), the numerous multi-racial advertisements broadcasted present "a new South Africa à la United Colours of Benetton, suspiciously amicable and homogeneous in its picture of perfect diversity".…”

Section: Multi-racial Advertising In South Africamentioning

confidence: 99%

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The social dimension of multi-racial advertising: Its impact on consumers’ attitude

Johnson

2009

SAJBM

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Since the end of the apartheid regime, the number of advertisements casting actors from different racial backgrounds simultaneously has significantly increased. Comments about this development are multi-faceted. While some observers praise this technique as the ideal social mirror of the “new” South Africa, others criticize it as a pervasive commercial tactic. Consistent with this debate, it is important for brands to understand consumers’ perceptions of multi-racial advertising. Indeed, these perceptions are also assumed to influence consumers’ attitude towards the advertised brand. Based on the attribution theory, this study investigates whether South African companies, by integrating a multi-racial feature in an advertisement, create the perception amongst consumers that their advertisement is socially responsible and, in so doing, increase their brand equity. The empirical results of this study support that consumers’ attitude towards a brand is significantly influenced by the extent to which they attribute a social responsibility to its advertisements. Nevertheless, it is also found that using multi-racial advertising is a necessary but not sufficient condition to generate this social attribution.

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Children and race in South African magazine advertising: Pre- and post-apartheid

Cited by 8 publications

References 10 publications

The changing portrayal of children in Indian advertisements: a comparative study of the three decades

The changing portrayal of children in Indian advertisements: a comparative study of the three decades

roles portrayed by children in South African magazine advertising

The social dimension of multi-racial advertising: Its impact on consumers’ attitude

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