After reading each and every comment i have realised that in marketing, no amount of research guarantees you the audience you want, whether you use a certain race to target whoever at the end of the day the results don't always depict your ideal audience to target for the next ad campaign. Its basically like putting your foot in hot water hoping you don't burn Posted on 20 Jun 2013 10:25
Thanks for the great info! In addition to using social media to generate interest and leads, my company also uses personalization to deliver the content we work so hard on to the right people in real-time as they visit the site. This should lead to higher engagement and time-on-site. Posted on 20 Jun 2013 07:49
Fezile, I think you will find whites are also depicted as idiots in some ads, with their co-actors being superior... The domestic who drives a car like an expert stunt driver while her white male instructor goes into shock next to her... the black boss being followed by a couple of bumbling white underlings who literally knock themselves out... the dodgy white estate agent being outsmarted by his savvy black clients...
Now you and I both know there are highly intelligent people in all races, and thick ones as well, so it actually doesn't bother me to see people of whatever colour being depicted as bright, thick or anywhere in between... I know the reality, as I am sure you do. Don't worry about it. Posted on 20 Jun 2013 05:26
When this happens, it is a clear sign that a brand does not clearly understand its core target market and tries to reach as many consumer groups with same ad but different races and languages...(like casting out your net very wide to see who/what you'll catch) Brands who know their target market well, know exactly how to talk to them and the language they understand, thus spending their marketing Rands wisely.
I also noted that popular toothpaste has done the same on their ads, with the dentist and mother coming to visit them at their practice and biting an apple etc. one ad is black family & another is white family. exactly the same ad, same message...for me it's a sign of desperation as the brand tries to speak to everyone out there...OR the brand has really remained in the past! Posted on 19 Jun 2013 22:24
I don't see anything wrong with the ads really. The idea of news anchors, one black and one white is part of our daily lives. We should be careful of portraying an ideal South Africa that doesn't exists at all costs, as per Castle Lager ads (black and white guys hugging and singing Kumbaya all the times.....what a bunch of hogwash). Posted on 19 Jun 2013 19:05
As a foreigner from Europe, and a market researcher who has worked in Europe and South Africa, I have been faced with this particularly interesting aspect of the South African market. Advertising evolves (mostly) with the consumer society (it follows trends and rarely sets them) and the consumer society's nature, structure and driving forces are a result of economic and political evolution.
What I have found is that the nature of the consumer market is still very heterogeneous, so when a company thinks volumes and executional choices have to be made, it really becomes a rubixcube of differential decisions and depicting one of each or all races seems the easiest way out of the knot...as well as the most "politically correct"... The best way to deliver the message is not to deter attention away from it...
But that being said, in today's media led society why shouldn't advertising play a stronger role in pushing minds and politics forward... Who knows? Maybe that would be a cut through message... !! But then will they get a cut through response from consumers.... because that is THEIR bottom line... Posted on 19 Jun 2013 17:31
Why don't we keep on keeping on about the race issue? Its articles like this that stir up problems. Leave it be - probably most people won't notice - and the answer to your question I believe is yes, white consumers do listen to white presenters and black to black. Its a fact of life Posted on 19 Jun 2013 16:13
yep I agree with on this one bonnie and is not only this one brand multiple brands i can think of ,when they advertising to black people, they wud make them do stupid and unnecessary things on the ads , clearly depicting black people in a wrong way it makes me sick !you must also check the racial undertone on the new washing powder brand . Posted on 19 Jun 2013 15:33
100% agree with you on this one. As for the adverts frequency, all it did was make me irritated and essentially started turning me against the company running the advert. Then when they changed the presenter - my first through what "what the hell are they thinking??!! Maybe advertisers should consider that when it comes to frequency of adverts - maybe sometimes less is actually more... Posted on 19 Jun 2013 13:53
Sometimes because of our different cultures (often tied to race) in this very diverse country of ours - it makes sense to use talent and faces that are relatable to the target audience you are looking to speak to. There is nothing wrong with that. I certainly don't think it discredits the country's efforts at social cohesion. Posted on 19 Jun 2013 13:44