| Date post: | 09-Apr-2017 |
| Category: |
Marketing |
| Upload: | chanel-whitcher |
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Moving beyond the market segment
Moving beyond the market segment
A study of the homogenised (mis)representation of the South African family in advertisingChanel Whitcher. 2016TNS Visio (Graphic Designer)[email protected]
IT ALL BEGAN WITH NUCLEAR BOMBS AND ADVERTISING
VIDEO
America, the bold and the beautiful
SO PERFECT!
SUCH WOW!
THAT 50S FEELINGdefined as a household consisting of a couple and their kid(s), the term is more or less packed with cultural connotations (such as heterosexuality, marriage, biological offspring, patriarchy, stay-at-home sexism and, to be honest, Caucasian privilege), resulting in a superficial image of domestic suburban perfection that rarely, if ever, actually exists.
DOHSOURCE: Blum (2015)
Hello, south Africa!Something doesnt look quite right
Hello, South Africa?
Is that really you?
Heres a scary thought82%Of south African households are not the traditional nuclear familySource: amps 2015 A
But wait, theres more55% of those households have children. 29% are single parents.
Source: amps 2015 A
But wait, theres more
Source: amps 2015 AIn single parent households, 90% are female headed and 10% male
A visual breakdown
Source: CENSUS 2011
Source: CENSUS 2011
Source: CENSUS 2011
BUT DOES IT WORK?
WHATS HAPPENING GLOBALLY?
SOMETHING AWESOME HAPPENED
WHY CANT WE HAVE ADVERTISING THAT REPRESENTS THE TRUE SOUTH AFRICA?
WHERE DO THE INSIGHTS INTO PEOPLES LIVES GET LOST?
STOP & THINK
THERES HOPE FOR SA!
WHERE TO FROM HERE?
WONDERFUL THINGS CAN BE DONE
BUT, HOW?
ITS ACTUALLY PRETTY SIMPLE!Dont be afraid to be authentic and different
Go after your researched target market and represent them in a good light
Let your advertising campaign speak to people and not the idea of people
ITS ACTUALLY PRETTY SIMPLE!
Move away from the Americanised nuclear ideal: South Africa has so much more to offer
Let your brand build a relationship with the individual
Let your brands and campaigns tell real stories, make it relatable
Join me on a journey of change
SPECIAL THANKS & STUFFTNS: THANKS FOR LETTING ME OUT, IN FRONT OF REAL PEOPLE!
ALIDA, SHIRLEY, NEIL, CHRIS, NICOLA, JUDY AND CLAIRE
MY CREATIVE TEAM
RAY, THE ULTIMATE HUSBAND (SUPPLIER OF TEA AND MAKER OF THE VIDEO)
THE MAKERS OF GLUTEN FREE-FOODS
EVERY SINGLE INTERNET FAMOUS CAT
THANK YOUITS BEEN AWESOME!ANY QUESTIONS?Chanel Whitcher. 2016TNS Visio (Graphic Designer)[email protected]
