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Children and race in South African magazine advertising: Pre- and post-apartheid

This article reviews how South African marketers portray children in magazine advertisements in two very distinct periods in the country’s history, namely before and after the ANC government came into power in 1994. A longitudinal study (over a 17 -year period) was conducted to determine the incidence, and how marketers in the new South Africa depict children of different races in full page magazine advertisements. The relevance of the findings for South African marketers is highlighted and suggestions for further research are proposed.

Keywords: Advertising, children, content analysis, magazines, marketing, mixed-race advertisements, South Africa