Abstract
This study investigates how one of South Africa’s most popular family
restaurant franchises, Spur, both imagines and reflects a particular
construction of South African national identity through the use of culturally
appropriative American Indian1 imagery. The study aims to reveal the possible
reasons for Spur’s popularity within a South African context by conducting a
rhetorical analysis on the franchise’s brand narratives, in order to reflect on
the underlying values and ideologies of the brand that appear to appeal to a
large South African audience.
M.Tech. (Design)