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Advertising agency diversity and multiculturalism in television commercials
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613581621592064 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| 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 (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/30617 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:38:25.653Z |
| 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:2263/30617 Advertising agency diversity and multiculturalism in television commercials Kleyn, Nicola ichelp@gibs.co.za Lester, Andrew James UCTD Race Advertising Age Diversity Gender Dissertation (MBA)--University of Pretoria, 2012. Millions of people in South Africa watch television commercials on a daily basis. Advertising either shapes or reflects society. Either way, the relationship between diversity in advertising agencies and the diversity reflected in the work they produce is important in South Africa. This research is exploratory and qualitative. Four case studies were conducted which entailed four campaigns (two from each agency) and two clients (one per agency). There were ten commercial outputs from the four campaigns. Content analysis was conducted on the commercials with particular reference to the portrayal of age, gender and race. Creative team members from each of the four creative teams were interviewed, as well as other staff from agency and the clients. In total 27 in-depth interviews were conducted. Cross case analysis sought to identify relationships between creative team level diversity and multiculturalism in creative outputs, as well as emerging themes or explanatory factors. This revealed that creative teams’ race and gender diversity appeared to have an influence on the portrayal of race and gender in television commercials. Age in advertising agencies and agency creative outputs was consistently youthful across all four campaigns. Market segmentation and targeting using age, gender and race emerged as a contributory factor. Diversity in creative teams appeared to have an influence on the depiction of diversity in commercials, and larger more diverse teams emerged as a possible mechanism for targeting multicultural audiences. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-07T19:24:14Z 2013-04-30 2013-09-07T19:24:14Z 2013-04-25 2012 2013-02-23 Dissertation Lester, AJ 2012, Advertising agency diversity and multiculturalism in television commercials, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/30617 > F13/4/190/zw http://hdl.handle.net/2263/30617 http://upetd.up.ac.za/thesis/available/etd-02232013-122549/ © 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 | UCTD Race Advertising Age Diversity Gender Advertising agency diversity and multiculturalism in television commercials |
| title | Advertising agency diversity and multiculturalism in television commercials |
| title_full | Advertising agency diversity and multiculturalism in television commercials |
| title_fullStr | Advertising agency diversity and multiculturalism in television commercials |
| title_full_unstemmed | Advertising agency diversity and multiculturalism in television commercials |
| title_short | Advertising agency diversity and multiculturalism in television commercials |
| title_sort | advertising agency diversity and multiculturalism in television commercials |
| topic | UCTD Race Advertising Age Diversity Gender |
| url | http://hdl.handle.net/2263/30617 http://upetd.up.ac.za/thesis/available/etd-02232013-122549/ |