The roles portrayed by children in South African magazine advertising
This paper summarizes the findings of four studies executed from 1983 to 2003 to determine how marketers in South Africa portray children in magazine advertisements. This longitudinal study reports on aspects such as the incidence of child models in the advertisements, the roles they depict and whe...
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1798 |
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| _version_ | 1832593755977285632 |
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| author | Ernest North |
| author_facet | Ernest North |
| author_sort | Ernest North |
| collection | DOAJ |
| description |
This paper summarizes the findings of four studies executed from 1983 to 2003 to
determine how marketers in South Africa portray children in magazine advertisements.
This longitudinal study reports on aspects such as the incidence of child models in the
advertisements, the roles they depict and whether there are differences as to the way
in which marketers use children from different races in the same advertisements. A
conceptual framework or marketing communications model is presented to illustrate
how marketers can use the child as a substitute communicator in various roles to convey
the firm’s advertising message. The relevance of the findings for South African marketers
is highlighted and suggestions for further research are proposed.
|
| format | Article |
| id | doaj-art-1ec29856eca04a0b89ca62f1107bdab7 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-1ec29856eca04a0b89ca62f1107bdab72025-01-20T08:50:42ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0122110.36615/jcsa.v22i1.1798The roles portrayed by children in South African magazine advertisingErnest North0University of Pretoria This paper summarizes the findings of four studies executed from 1983 to 2003 to determine how marketers in South Africa portray children in magazine advertisements. This longitudinal study reports on aspects such as the incidence of child models in the advertisements, the roles they depict and whether there are differences as to the way in which marketers use children from different races in the same advertisements. A conceptual framework or marketing communications model is presented to illustrate how marketers can use the child as a substitute communicator in various roles to convey the firm’s advertising message. The relevance of the findings for South African marketers is highlighted and suggestions for further research are proposed. https://journals.uj.ac.za/index.php/jcsa/article/view/1798marketerschildrenmagazine advertisementse incidence of child modelsdifferencesdifferent races |
| spellingShingle | Ernest North The roles portrayed by children in South African magazine advertising Communicare marketers children magazine advertisements e incidence of child models differences different races |
| title | The roles portrayed by children in South African magazine advertising |
| title_full | The roles portrayed by children in South African magazine advertising |
| title_fullStr | The roles portrayed by children in South African magazine advertising |
| title_full_unstemmed | The roles portrayed by children in South African magazine advertising |
| title_short | The roles portrayed by children in South African magazine advertising |
| title_sort | roles portrayed by children in south african magazine advertising |
| topic | marketers children magazine advertisements e incidence of child models differences different races |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1798 |
| work_keys_str_mv | AT ernestnorth therolesportrayedbychildreninsouthafricanmagazineadvertising AT ernestnorth rolesportrayedbychildreninsouthafricanmagazineadvertising |