Koerantadvertensies: ideologiese manipuleerder van stereotipes

Abstract

SUMMARY At this point in South Africa's history, the target market at which South African newspaper advertisements are directed consists of consumers from differing cultural backgrounds speaking different languages. In an attempt to optimise the effect of advertisements within a particular society, advertisers exploit the existing stereotypes which operate within that society. The dilemma of the South African advertiser lies in the fact that the traditional apartheid parameter of colour no longer exists, but certain social variables (for example interests, gender, social status, educational level) can determine certain linguistic choices. This article attempts broadly to define the theoretical framework within which stereotypes operate as a meaning-creating code in the advertisements of an Afrikaans daily newspaper at the end of 1993 after it had been announced that South Africa was on its way to its first democratic election. The assumption is that the stereotypes which are exploited in advertisements mirror the social expectations and values of a particular society. It was decided to focus on daily newspapers because it is argued that advertisements which appear in daily newspapers can more easily react to changes within the market at which the advertisement is directed (because of the relatively low cost factor involved). The interrelatedness of stereotypes, language and power is discussed. As stereotypes do not reflect the personal point of view of individuals, but are the shared sets of beliefs operating within a society, stereotypes can function as a means of social control and repression. Because advertisements reflect the existing value systems prevalent in a specific society, and are directed at a specific target audience, an attempt is made to assess the extent to which perceived stereotypes operating within a target audience are exploited as semiotic codes in the advertisements directed at that audience. The role and effect of linguistic and ethnocultural stereotypes are discussed with specific reference to non-Afrikaans copy and references which appear in Afrikaans advertisements. Because of the strong manipulative effect of mass communication, advertisements should be perceived as credible. Attention is therefore focused on the linguistic characteristics (with special reference to the use of lexical items and linguistic variants) of advertisements which are directed at different target audiences. It is argued that for advertisers to operate effectively in an everchanging society, changes in both linguistic and ethnocultural stereotypes will have to be carefully monitored. Certain stereotypical perceptions (which are underwritten by the advertisements which appear in this publication) about the readership of Die Burger are determined. Citing examples, it is illustrated that an opening-up to other linguistic, cultural and social groupings is taking place within the readership audience, but that certain mainly traditional and gender-related stereotypes are still very strongly supported by certain advertisements. The effectiveness of slogans which actually exploit existing stereotypes supports this point of view. Finally it is argued that the challenge facing copywriters and advertisers is subtly to manipulate existing stereotypes, but to be very sensitive to the changes which are taking place at present in our fast-changing society as the irresponsible manipulation of outdated stereotypes can adversely affect both the advertiser and the community at which the advertisement is directed: the effectiveness of the advertisement is limited and important changes within the society are inhibited.