The creative approach of the South African advertising industry towards the black consumer
Successful advertising emerges as a creative and effective communication strategy. When advertising to the diverse South African black consumer markets, the creative team must be familiar with the values, needs and aspirations of the potential consumer and their creative ability to effectively act...
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-11-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2001 |
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| _version_ | 1832593820795011072 |
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| author | Carla Enslin |
| author_facet | Carla Enslin |
| author_sort | Carla Enslin |
| collection | DOAJ |
| description |
Successful advertising emerges as a creative and effective communication strategy. When advertising to the diverse South African black consumer markets, the creative team must be familiar with the values, needs and aspirations of the potential consumer and their creative ability to effectively act upon the value system of the consumer realises in the design of the advertising message.
This article concentrates on the findings of a qualitative research study to investigate the creative approach of the South African advertising industry towards the black consumer. The need for a receiver oriented creative perspective is established and reinforced through the design of two communication models which high light practical guidelines to be implemented by the advertising industry
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| format | Article |
| id | doaj-art-3ccb3e3985634b54a8a078bd0cceff0b |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-3ccb3e3985634b54a8a078bd0cceff0b2025-01-20T08:46:05ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-11-0112210.36615/jcsa.v12i2.2001The creative approach of the South African advertising industry towards the black consumerCarla Enslin0AAA SCHOOL OF ADVERTISING Successful advertising emerges as a creative and effective communication strategy. When advertising to the diverse South African black consumer markets, the creative team must be familiar with the values, needs and aspirations of the potential consumer and their creative ability to effectively act upon the value system of the consumer realises in the design of the advertising message. This article concentrates on the findings of a qualitative research study to investigate the creative approach of the South African advertising industry towards the black consumer. The need for a receiver oriented creative perspective is established and reinforced through the design of two communication models which high light practical guidelines to be implemented by the advertising industry https://journals.uj.ac.za/index.php/jcsa/article/view/2001advertisingcommunication strategySouth African black consumer marketsSouth African advertising industry |
| spellingShingle | Carla Enslin The creative approach of the South African advertising industry towards the black consumer Communicare advertising communication strategy South African black consumer markets South African advertising industry |
| title | The creative approach of the South African advertising industry towards the black consumer |
| title_full | The creative approach of the South African advertising industry towards the black consumer |
| title_fullStr | The creative approach of the South African advertising industry towards the black consumer |
| title_full_unstemmed | The creative approach of the South African advertising industry towards the black consumer |
| title_short | The creative approach of the South African advertising industry towards the black consumer |
| title_sort | creative approach of the south african advertising industry towards the black consumer |
| topic | advertising communication strategy South African black consumer markets South African advertising industry |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/2001 |
| work_keys_str_mv | AT carlaenslin thecreativeapproachofthesouthafricanadvertisingindustrytowardstheblackconsumer AT carlaenslin creativeapproachofthesouthafricanadvertisingindustrytowardstheblackconsumer |