Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China

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dc.contributor.advisor Cassim, Fatima en
dc.contributor.advisor Van Eeden, Jeanne en
dc.contributor.postgraduate King, Taryn Val en
dc.date.accessioned 2013-09-07T13:21:33Z
dc.date.available 2013-06-13 en
dc.date.available 2013-09-07T13:21:33Z
dc.date.created 2013-04-03 en
dc.date.issued 2013-06-13 en
dc.date.submitted 2013-02-12 en
dc.description Dissertation (Master of Arts)--University of Pretoria, 2013. en
dc.description.abstract Wally Olins (2008:6), points out that in contemporary culture “brands and branding are all-pervasive and ubiquitous”. As he says, one need only walk down the high street of any major foreign city in the world, be it San Francisco or Shanghai, to be embraced by so many familiar brands, including Coca-Cola, KFC, Apple MAC, Chanel and Toyota, that one could mistake it for home. In the last 15 years particularly, the ubiquitous influence of brands and branding has seen the field outgrow its commercial role and expand into more secular and political spheres. Thus, the focus of this study is the role and influence of brands and branding on modern nations and their reputations via intentionally constructed national identities, with specific reference to South Africa. According to the main objectives of this study, focus was placed on the critical examination of South Africa’s nation brand, It’s Possible, in the light of the theoretical ideals for an intentional constructed national identity as proposed by Bartholmé and Melewar, Anholt and Olins. The examination centred on the analysis and interpretation of the individual communiqués that constituted the South African pavilion at the world Expo 2010, as their content is the result of the implementation of the nation’s visual brand language. The analysis and interpretation sought to, firstly, investigate the constitution of the South African visual brand language used in the design and construction of the pavilion’s communiqués and, secondly, to broadly identify the core values of the intentionally constructed South Africa nation brand – It’s Possible, made manifest in the South African exhibit through the visual communiqués. en
dc.description.availability unrestricted en
dc.description.department Visual Arts en
dc.identifier.citation King, TV 2012, Examining the visual brand language used by brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China, MA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/28349 > en
dc.identifier.other C13/4/109/gm en
dc.identifier.upetdurl http://upetd.up.ac.za/thesis/available/etd-02122013-211812/ en
dc.identifier.uri http://hdl.handle.net/2263/28349
dc.language.iso en
dc.publisher University of Pretoria en_ZA
dc.rights © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria en
dc.subject Collective national identities en
dc.subject Intentionally constructed national identities en
dc.subject Visual brand languages en
dc.subject Nation banding en
dc.subject World expo 2010 en
dc.subject Shanghai china en
dc.subject Design en
dc.subject South africa en
dc.subject It’s possible en
dc.subject Brand en
dc.subject South africa en
dc.subject UCTD en_US
dc.title Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China en
dc.type Dissertation en


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