Laughing through the Stomach: Satire, Humour and Advertising in Sub-Saharan Africa

Abstract

This paper critically explores the use of satire and humour by fast-foods outlets in South Africa and Zimbabwe to advertise and market their menu through digital media platforms, Facebook and Twitter. Using Nando’s South Africa and Mambo’s Chicken, in Zimbabwe, as case studies, we examine how satire and humour are used as advertising strategies, and as a reflection of these countries’ economic and political environments. Consumers are overwhelmed with information coming from different sources such as Television, radio, newspapers and Internet. The paper’s theoretical approach is gleaned from advertising and satire. We argue that through their encounter with food, consumers tend to understand the reason behind their ‘empty stomach’, and mediate on prevailing socio-political and economic issues.