EBONY AND IVORY
UNTIL RECENTLY there was a clear divide between the kinds of advertising liked by South Africa’s blacks and by whites. Whites liked ads that were emotional or amusing, with a particular leaning towards anything depicting cute children and animals.
Blacks, on the other hand, saw advertising as a source of information about how to use the products of the consumer economy.
The latest listing of most-liked TV commercials, drawn up by Millward Brown’s Adtrack survey (see last week’s Advertising & Marketing), suggests the convergence of those two poles of South African society is happening faster than most of us realised. The liking scores have never been so integrated, says Millward
The convergence of
those two poles of South African society is happening faster than
most of us realised.
Brown MD Charles Foster. One thing that has caused this, or reflected it, is the expansion of the affluent black middle class. The members of the upper LSM (more affluent) groups are no longer mainly white.
The results are obvious in the overlapping liking scores of the two groups. The Vodacom ad in which Mo the meerkat meets a girlfriend was third in one list and second in the other. Vodacom’s “George” was eighth in both.
But more significant is the convergence in the style of advertising between the two. The key commonality in the advertising in both lists is emotional appeal and empathy. Hardsell arguments are no longer what people are turned on by.