Abstract
M.A. (Communication Studies)
This dissertation will concentrate on the manner in which the signification system
of popular culture in advertising texts operate
within the context of changing South African or post apartheid society. Social and political changes have taken
place virtually overnight and it is therefore not surprising
that the effects of these transformations have not yet
filtered through to all layers of society. Furthermore, such
quick changes cannot take place without causing at least some
ripples of dissent and upheaval within certain sectors of
society which may include cultural groups or even business.
The author will consequently examine the effect which social
changes have had on the perceptions of advertisers in the
marketplace and the manner in which their brands are portrayed
within advertising texts. More specifically, an investigation
will be undertaken into the manner in which Popular Culture,
whiph is inherently South African, has been incorporated
within the contents of those texts.
Popular Culture, it will be argued, has moved away from being
a term used by classical Marxists to describe a so-called mass
culture. In fact, within the context of a postmodern society,
in other words, one which is essentially multi-faceted, the .
concept Popular Culture-encapsulates that which is used within
the day-to-day living experience to make a statement of
dissent with the mainstream.
Therefore the task set by this dissertation is manifold.
the first instance we will place the South African market
within a historic, cultural and economic context. In other
words, we will attempt to trace the life-world of the South