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Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China
Dissertation (Master of Arts)--University of Pretoria, 2012.
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University of Pretoria
2013
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| _version_ | 1867613473862582272 |
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| access_status_str | Open Access |
| author2 | Cassim, Fatima |
| author_browse | Cassim, Fatima |
| author_facet | Cassim, Fatima |
| collection | Thesis |
| dc_rights_str_mv | © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (Master of Arts)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/28349 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:36:42.914Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/28349 Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China Cassim, Fatima Van Eeden, Jeanne tarynvking@gmail.com King, Taryn Val Collective national identities Intentionally constructed national identities Visual brand languages Nation banding World expo 2010 Shanghai china Design South africa It’s possible Brand South africa UCTD Dissertation (Master of Arts)--University of Pretoria, 2012. Wally Olins (2008:6), points out that in contemporary culture “brands and branding are all-pervasive and ubiquitous”. As he says, one need only walk down the high street of any major foreign city in the world, be it San Francisco or Shanghai, to be embraced by so many familiar brands, including Coca-Cola, KFC, Apple MAC, Chanel and Toyota, that one could mistake it for home. In the last 15 years particularly, the ubiquitous influence of brands and branding has seen the field outgrow its commercial role and expand into more secular and political spheres. Thus, the focus of this study is the role and influence of brands and branding on modern nations and their reputations via intentionally constructed national identities, with specific reference to South Africa. According to the main objectives of this study, focus was placed on the critical examination of South Africa’s nation brand, It’s Possible, in the light of the theoretical ideals for an intentional constructed national identity as proposed by Bartholmé and Melewar, Anholt and Olins. The examination centred on the analysis and interpretation of the individual communiqués that constituted the South African pavilion at the world Expo 2010, as their content is the result of the implementation of the nation’s visual brand language. The analysis and interpretation sought to, firstly, investigate the constitution of the South African visual brand language used in the design and construction of the pavilion’s communiqués and, secondly, to broadly identify the core values of the intentionally constructed South Africa nation brand – It’s Possible, made manifest in the South African exhibit through the visual communiqués. Visual Arts unrestricted 2013-09-07T13:21:33Z 2013-06-13 2013-09-07T13:21:33Z 2013-04-03 2012 2013-02-12 Dissertation King, TV 2012, Examining the visual brand language used by brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China, MA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/28349 > C13/4/109/gm http://hdl.handle.net/2263/28349 http://upetd.up.ac.za/thesis/available/etd-02122013-211812/ © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | Collective national identities Intentionally constructed national identities Visual brand languages Nation banding World expo 2010 Shanghai china Design South africa It’s possible Brand South africa UCTD Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China |
| title | Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China |
| title_full | Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China |
| title_fullStr | Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China |
| title_full_unstemmed | Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China |
| title_short | Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China |
| title_sort | examining the visual brand language used by brand south africa to communicate south african identity at the world expo 2010 shanghai china |
| topic | Collective national identities Intentionally constructed national identities Visual brand languages Nation banding World expo 2010 Shanghai china Design South africa It’s possible Brand South africa UCTD |
| url | http://hdl.handle.net/2263/28349 http://upetd.up.ac.za/thesis/available/etd-02122013-211812/ |