Change in advertising in South Africa

When I look at an advert of 20 years ago and one of today in south africa, I see distinct differences, yet some are subtle and hard to define. Generally, more visuals and less text many companies have tried to "Africanise" themselves to appeal to a wider target market, but it is apparent that the approach has changed, for example emphasis is made on emotion and personal gains related to the transaction or product that are not apparent in ads of 20 years ago.

Is our country simply following European trends, or is there a unique development that is made up of more subtle changes in technique, approach and mood?