Cherryflava

Some agencies don’t understand anyone

Posted on 30. Aug, 2006 by Cassandra in Advertising

According to UCT’s Unilever institute -  a large segment of South Africa’s black middle class believes marketers
and advertisers are making stereotyped efforts to connect with them.

According to the study, members of the group felt that two extremes
were portrayed in marketing communication: the stereotypical black
economic empowerment "fat cat" living in luxury, and the domestic
worker or labourer.

We’d have to say, that its not just the black middle class that should feel stereotyped by SA ad agencies. Take a careful look next time at how all race groups within South Africa are portrayed in advertising. We’re either boxed in as brandy-drinking, rugby mad, wors eating, verbally challenged fools or taxi-driving, pre-paid-phone-card-obsessed, hiphop lifestyled pimps.

Maybe its just easier that way.

Advertisers ‘losing black plot’ – Fin24