Television advertising and television audiences in contemporary South Africa

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dc.contributor.advisorBertelsen, Eveen_ZA
dc.contributor.authorField, Martin Stanleyen_ZA
dc.date.accessioned2016-08-05T10:52:14Z
dc.date.available2016-08-05T10:52:14Z
dc.date.issued1988en_ZA
dc.descriptionBibliography: pages 116-117.en_ZA
dc.description.abstractThe 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.en_ZA
dc.identifier.apacitationField, M. S. (1988). <i>Television advertising and television audiences in contemporary South Africa</i>. (Thesis). University of Cape Town ,Faculty of Humanities ,Department of English Language and Literature. Retrieved from http://hdl.handle.net/11427/21144en_ZA
dc.identifier.chicagocitationField, Martin Stanley. <i>"Television advertising and television audiences in contemporary South Africa."</i> Thesis., University of Cape Town ,Faculty of Humanities ,Department of English Language and Literature, 1988. http://hdl.handle.net/11427/21144en_ZA
dc.identifier.citationField, M. 1988. Television advertising and television audiences in contemporary South Africa. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Field, Martin Stanley AB - 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. DA - 1988 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 1988 T1 - Television advertising and television audiences in contemporary South Africa TI - Television advertising and television audiences in contemporary South Africa UR - http://hdl.handle.net/11427/21144 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/21144
dc.identifier.vancouvercitationField MS. Television advertising and television audiences in contemporary South Africa. [Thesis]. University of Cape Town ,Faculty of Humanities ,Department of English Language and Literature, 1988 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/21144en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentDepartment of English Language and Literatureen_ZA
dc.publisher.facultyFaculty of Humanitiesen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherTelevision advertising - South Africa.en_ZA
dc.subject.otherIdentity (Psychology) - South Africaen_ZA
dc.subject.otherLiterary Studiesen_ZA
dc.titleTelevision advertising and television audiences in contemporary South Africaen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMAen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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