Western Presence in Emerging Markets: A Content Analysis of Western Presence in South African Television Commercials

Abstract

There is major growth opportunity for businesses entering emerging markets. Advertising to consumers within these markets is an issue that marketing strategists must examine in order to prepare for success. In this content analysis of an emerging market’s (South Africa) primetime television, a snapshot of the local advertising landscape is examined in order to identify the current level of western investment. This study seeks to provide insight on the languages spoken, the ethnicity of the actor, and the products marketed in these advertisements to have an idea about the strategies being employed by western companies to communicate in this emerging market.