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Laughing through the Stomach: Satire, Humour and Advertising in Sub-Saharan Africa.

Authors :
Tshuma, Lungile Augustine
Msimanga, Mbongeni Jonny
Tshuma, Bhekizulu Bethaphi
Source :
Journal of Asian & African Studies (Sage Publications, Ltd.); May2024, Vol. 59 Issue 3, p788-806, 19p
Publication Year :
2024

Abstract

This paper critically explores the use of satire and humour by fast-foods outlets in South Africa and Zimbabwe to advertise and market their menu through digital media platforms, Facebook and Twitter. Using Nando's South Africa and Mambo's Chicken, in Zimbabwe, as case studies, we examine how satire and humour are used as advertising strategies, and as a reflection of these countries' economic and political environments. Consumers are overwhelmed with information coming from different sources such as Television, radio, newspapers and Internet. The paper's theoretical approach is gleaned from advertising and satire. We argue that through their encounter with food, consumers tend to understand the reason behind their 'empty stomach', and mediate on prevailing socio-political and economic issues. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
00219096
Volume :
59
Issue :
3
Database :
Complementary Index
Journal :
Journal of Asian & African Studies (Sage Publications, Ltd.)
Publication Type :
Academic Journal
Accession number :
176634596
Full Text :
https://doi.org/10.1177/00219096221123746