Friday, August 31, 2012

South Africa's Great Advertising [Creative] Divide

Over @ the Daily Maverick, Mandy de Waal has a much discussed piece about South Africa’s extremely white advertising industry, and why she thinks it continues as "a colonial enclave where racial polarisation is rife and the best profits are being creamed by a handful of foreign-owned advertising companies." But it is the quote from the Association of Black Communications Practitioners' spokesperson, Taelo Immanuel, that sets up the video clip below:
 For the most part, Immanuel explained, black creatives have to deal with white creative directors who just can’t get where they’re coming from. “I’ve been a creative director at a big agency. I was at TBWA,” said Immanuel, adding that most of his peers echo his sentiments about this “creative divide”. “There’s a white creative director and a black team, and when they try and talk to each other there’s that chasm because of their respective upbringing. The references are vastly different. As a result there’s a cult of viewing life in an American way through hip hop, movies and music videos,” said Immanuel, who maintained that because of this the advertising mirror that reflects black culture back to South Africans is warped. What we’re seeing isn’t a true reflection of real South African life, but a perversion of its peoples and culture. “In terms of advertising work that speaks to your everyday black South African—say, for instance, my own parents—it is very difficult to find creative work like that. You just don’t get work that has real insight into the South African condition. Instead agencies and brands go to film, and there are black people singing and dancing and they slap in whatever product they want to sell,” said Immanuel. 
One of those American references for white South Africans Immanuel was referring to above was the Cosby Show. Watch the first 3 mins of the 2009 interview with South African director Gavin Hood to get an idea of how huge, for white South Africans, the Huxtables were and the gratitude owed to Bill Cosby.

No comments:

LinkWithin

Related Posts with Thumbnails