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Television advertising and television audiences in contemporary South Africa
Bibliography: pages 116-117.
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| Format: | Thesis |
| Language: | English |
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Department of English Language and Literature
2016
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| _version_ | 1867613233029840896 |
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| access_status_str | Open Access |
| author | Field, Martin Stanley |
| author2 | Bertelsen, Eve |
| author_browse | Bertelsen, Eve Field, Martin Stanley |
| author_facet | Bertelsen, Eve Field, Martin Stanley |
| author_sort | Field, Martin Stanley |
| collection | Thesis |
| description | Bibliography: pages 116-117. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/21144 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:32:52.713Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2016 |
| publishDateRange | 2016 |
| publishDateSort | 2016 |
| publisher | Department of English Language and Literature |
| publisherStr | Department of English Language and Literature |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/21144 Television advertising and television audiences in contemporary South Africa Field, Martin Stanley Bertelsen, Eve Television advertising - South Africa. Identity (Psychology) - South Africa Literary Studies 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. 2016-08-05T10:52:14Z 2016-08-05T10:52:14Z 1988 Master Thesis Masters MA http://hdl.handle.net/11427/21144 eng application/pdf Department of English Language and Literature Faculty of Humanities University of Cape Town |
| spellingShingle | Television advertising - South Africa. Identity (Psychology) - South Africa Literary Studies Field, Martin Stanley Television advertising and television audiences in contemporary South Africa |
| thesis_degree_str | Master's |
| title | Television advertising and television audiences in contemporary South Africa |
| title_full | Television advertising and television audiences in contemporary South Africa |
| title_fullStr | Television advertising and television audiences in contemporary South Africa |
| title_full_unstemmed | Television advertising and television audiences in contemporary South Africa |
| title_short | Television advertising and television audiences in contemporary South Africa |
| title_sort | television advertising and television audiences in contemporary south africa |
| topic | Television advertising - South Africa. Identity (Psychology) - South Africa Literary Studies |
| url | http://hdl.handle.net/11427/21144 |
| work_keys_str_mv | AT fieldmartinstanley televisionadvertisingandtelevisionaudiencesincontemporarysouthafrica |