| Abstrakt: |
This article focuses on advertising in the South African media. Thandi and True Love specialize in personal relations. True to the general codes of women's magazines, they first present women as slim and glamorous through the models for fashion and beauty products. Thandi and True Love perfectly exemplify the method of women's magazines, whose stock in trade is the myth of the problem female body. South African ads freely employ phrases drawn from political discourse and copywriters would probably argue that in most cases these are simply used as jokes. The importance of the recognition for the production of historical subjects should be clear enough. The African American South African subject of the 1990s bears little resemblance to the revolutionary worker of the struggle as she/he hurries home fitted out by Sales House, in an entrepreneurial taxi, to watch the Bold and the Beautiful on television. The election slogan offered South Africans A better life for all. Working together for jobs, peace and freedom. Whether the terms that the advertisers set to erase will be retained is still disputed. But in the meantime, the atomized consumer subject favored by the market does seem an inadequate substitute for that democratic ideal. |
