Children and race in South African magazine advertising : pre- and post- apartheid

Abstract

This article reviews how South African marketers portray children in magazine advertisements in two very distinct periods in the country's history, namely before and after the ANC government came into power in 1994. A longitudinal study (over a 17 -year period) was conducted to determine the incidence, and how marketers in the new South Africa depict children of different races in full page magazine advertisements. The relevance of the findings for South African marketers is highlighted and suggestions for further research are proposed. AFRIKAANS: Hierdie artikel gee 'n oorsig van die gebruik van kindermodelle in tydskrifreklame vóór en na die ANC-regering in 1994 aan bewind gekom het. 'n Longitudinale studie is oor 'n 17-jaar tydperk onderneem om onder meer vas te stel wat die voorkomssyfers is, asook die wyse waarop bemarkers kinders van verskillende rasse in volblad-tydskrifadvertensies uitbeeld. Die relevansie van die studie vir Suid Afrikaanse bemarkers word uitgelig, en voorstelle vir toekomstige navorsing word gemaak.