Land Rover and colonial-style adventure : the Himba advertisement

dc.contributor.authorVan Eeden, Jeanne
dc.contributor.emailjeanne.vaneeden@up.ac.zaen
dc.date.accessioned2007-05-24T11:23:06Z
dc.date.available2007-05-24T11:23:06Z
dc.date.issued2006-09
dc.description.abstractThis article examines the infamous Land Rover 'Himba' advertisement (2000) that shocked South Africans because of its racism and sexism. The South African Advertising Standards Authority ruled that the advertisement constituted a violation of human dignity that perpetuated gender and cultural inequality. This article takes the position that the Himba advertisement builds on the colonial notions of adventure, exploration and discovery of the African continent by the western male. The mystique of travel and discovery during the nineteenth century inscribed the control of the African landscape and its people; colonial explorers and travellers consequently feminized Africa to signify conquest and control. It is proposed that these ideas are re-inscribed in the deeply embedded cultural connotations attached to the Land Rover and Africa as its so-called spiritual home. An investigation into some of the myths and ideologies in the Himba advertisement reveals that a set of binary oppositions operates that draw attention to the distinctions between culture/nature, power/powerlessness, male/female, technology/primitivism and West/Africa. An interrogation of this advertisement is important because of the contentious nature of its content, and because fantasy adventure is a significant tendency in tourism and leisure activities in South Africa.en
dc.description.urihttp;//www.tandf.co.uk/journals/routledge/14616742.htmlen
dc.format.extent208274 bytes
dc.format.mimetypeapplication/pdf
dc.identifier.citationVan Eeden, J 2006, 'Land Rover and colonial-style adventure : the Himba advertisement', International Feminist Journal of Politics, vol.8, issue 3, pp. 343-369. [http://www.tandf.co.uk/journals/routledge/14616742]en
dc.identifier.issn1461-6742
dc.identifier.other10.1080/14616740600792954
dc.identifier.urihttp://hdl.handle.net/2263/2538
dc.language.isoenen
dc.publisherRoutledgeen
dc.rightsRoutledgeen
dc.subjectAdventureen
dc.subjectAfricaen
dc.subjectCar cultureen
dc.subjectColonialismen
dc.subjectFeminizationen
dc.subjectHimbaen
dc.subjectLand Roveren
dc.subjectMasculinityen
dc.subjectNamibiaen
dc.subjectPostcolonialismen
dc.subject.lcshAdvertising -- Automobiles
dc.subject.lcshFeminism and mass media
dc.subject.lcshFeminism -- Moral and ethical aspects
dc.titleLand Rover and colonial-style adventure : the Himba advertisementen
dc.typePostprint Articleen

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