Disguised advertising is deceitful

Posted by Madibeng Kgwete: 16 September 2009

When corporate power dictates how we narrate our daily life, deceit is sure to follow

Advertising is perhaps one of the most exciting industries; and South Africa is renowned worldwide as being amongst the leading creative hubs in as far as advertising is concerned. But there are certain aspects of advertising that border on dishonesty.

One evening, I watched the Venda television series, Muvhango, screened on SABC 2, and the type of advertising that is contained in the soapie, masquerading as parts of the soapie storyline, can mislead unsuspecting television audiences.

Somewhere along the episode, for example, the cast gets together in a room to discuss banking, and not only do they make reference to Capitec bank in favourable terms, large posters of the bank are also placed strategically at the background, and the soapie’s concealed endorsement of the bank is beyond question.

Sometime back, another popular SABC television series, Generations, used to have their cast get regular hair-dos, courtesy of Soft ‘n Free, also concealed as part of the soapie storyline.

There should be a clear distinction between honest and transparent advertising activity and a sincere storyline aimed at dramatising the realities of daily life, free from the pressures of corporate power. We don’t have ad breaks for nothing.

Any form of advertising activity that is contained in soapie storylines, for example, negates our creative spirit and is meant to deceit unsuspecting audiences. Real advertisers do not disguise their products as part and parcel of other people’s popular initiatives.