Abstract
M.A. (Communication)
This study examines the creative approach of the South African advertising industry towards the black consumer. The study of literature finds its point of departure in the
systems approach of communications. The communication process and the components therein (sender, message, communication medium and receiver) are analysed as a system in the cultural context of the black consumer. The cultural context of the black consumer represents the external environment of the system. In this study emphasis is placed on the sender of the advertising message to the black consumer ...