Moving beyond the market segment A study of the homogenised (mis)representation of the South African family in advertising Chanel Whitcher, 2016 Kantar – Visio (Graphic Designer) Conference paper has also been uploaded

1. MOVING BEYOND THE
MARKET SEGMENT
A S T U D Y O F T H E H O M O G E N I S E D ( M I S ) R E P R E S E N TAT I O N O F
T H E S O U T H A F R I C A N FA M I LY I N A D V E R T I S I N G
C H A N E L W H I T C H E R . 2 0 1 6
T N S – V I S I O ( G R A P H I C D E S I G N E R )
C H A N E L . R O S S O U W @ T N S G L O B A L . C O M

2. IT ALL BEGAN WITH
NUCLEAR
BOMBS
AND ADVERTISING

3. VIDEO

4. AMERICA, THE BOLD
AND THE BEAUTIFUL
SO PERFECT!
SUCH WOW!

5. THAT 50’S FEELING
…defined 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.
”
”
DOH
SOURCE: BLUM (2015)

6. HELLO,
SOUTH
AFRICA!
S O M E T H I N G D O E S N ’ T L O O K Q U I T E
R I G H T…

7. HELLO, SOUTH AFRICA?
Is that really you?

8. HERE’S A SCARY THOUGHT…
OF SOUTH AFRICAN HOUSEHOLDS ARE NOT
THE TRADITIONAL NUCLEAR FAMILY
SOURCE: AMPS 2015

9. BUT WAIT, THERE’S MORE…
55% OF THOSE
HOUSEHOLDS HAVE
CHILDREN. 29% ARE
SINGLE PARENTS.
SOURCE: AMPS 2015

10. BUT WAIT, THERE’S MORE…
SOURCE: AMPS 2015
IN SINGLE PARENT
HOUSEHOLDS, 90%
ARE FEMALE HEADED
AND 10% MALE

11. A VISUAL
BREAKDOWN

12. SOURCE: CENSUS 2011

13. SOURCE: CENSUS 2011

14. SOURCE: CENSUS 2011

15. BUT DOES
IT WORK?

16. WHAT’S
HAPPENING
GLOBALLY?

17. SOMETHING AWESOME HAPPENED

18. WHY CAN’T WE HAVE
ADVERTISING THAT
REPRESENTS THE
TRUE SOUTH AFRICA?

19. WHERE DO THE
INSIGHTS INTO
PEOPLE’S LIVES GET
LOST?

22. STOP &
THINK…

23. THERE’S HOPE
FOR SA!

27. WHERE TO
FROM HERE?

28. WONDERFUL
THINGS CAN
BE DONE…

29. BUT, HOW?

30. IT’S ACTUALLY PRETTY SIMPLE!
oDON’T BE AFRAID TO BE AUTHENTIC AND
DIFFERENT
oGO AFTER YOUR RESEARCHED TARGET
MARKET AND REPRESENT THEM IN A GOOD
LIGHT
oLET YOUR ADVERTISING CAMPAIGN SPEAK
TO PEOPLE AND NOT THE IDEA OF PEOPLE

31. IT’S ACTUALLY PRETTY SIMPLE!
oMOVE AWAY FROM THE AMERICANISED
NUCLEAR IDEAL: SOUTH AFRICA HAS SO
MUCH MORE TO OFFER
oLET YOUR BRAND BUILD A RELATIONSHIP
WITH THE INDIVIDUAL
oLET YOUR BRANDS AND CAMPAIGNS TELL
REAL STORIES, MAKE IT RELATABLE

32. JOIN ME ON
A JOURNEY
OF CHANGE…

33. SPECIAL THANKS & STUFF…
o TNS: THANKS FOR LETTING ME OUT, IN FRONT OF REAL PEOPLE!
o ALIDA, SHIRLEY, NEIL, CHRIS, NICOLA, JUDY AND CLAIRE
o MY CREATIVE TEAM
o RAY, THE ULTIMATE HUSBAND (SUPPLIER OF TEA AND MAKER OF THE
VIDEO)
o THE MAKERS OF GLUTEN FREE-FOODS
o EVERY SINGLE INTERNET FAMOUS CAT

34. THANK YOUI T ’ S B E E N AW E S O M E !
A N Y Q U E S T I O N S ?
C H A N E L W H I T C H E R . 2 0 1 6
T N S – V I S I O ( G R A P H I C D E S I G N E R )
C H A N E L . R O S S O U W @ T N S G L O B A L . C O M