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- Chair:
-
Simon Heap
(Plan International)
- Stream:
- Series G: African Markets, the African Union and NEPAD
- Location:
- GR 278
Short Abstract
to follow
Long Abstract
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Accepted papers
Session 1Paper long abstract
From the 1880s until World War II, temperance movements and anti-liquor trade campaigners were successful in depicting imported schnapps gins as unhealthy and poisonous liquors. In contrast to this, post World-War II advertising in West Africa positions schnapps gin as a healthy drink, enjoyed by successful, healthy and happy middle-class males. The paper analyses the marketing of the Henkes and Capstan brands of schnapps gin in the light of African consumer responses to these claims.
Paper long abstract
The Nigeria Brewery Limited opened the country’s first brewery in Lagos in 1949. Its product, Star lager beer, was a new brand which needed marketing to local drinkers. One way was though newspaper advertisements. The paper examines an extensive selection of such advertisements, which chart the rise of Star in the 1950s. The paper analyses the marketing messages, which grew over time from simple colonial ones to more sophisticated indigenised forms. A slide show of adverts will accompany the paper.
Paper long abstract
In 2000, Guinness initiated a new era in beer marketing in Africa, launching a promotional campaign that drew on Pan-African themes of racial identity, primordial attachments to the land, and beliefs in male potency and virility. This paper will focus on how the campaign connected dark beer to a racialised form of masculinity, epitomized by a character called Michael Power, the action hero of a series of television ads and a feature film produced by Guinness. The presentation will include a montage of video segments from the Guinness campaign.