This book brings together cutting-edge research by leading African
communication and media theorists to provide a broad but detailed
survey of the history and present state of the art of advertising
in Africa. The book is a thought-provoking reminder of the variety
of approaches to the study of marketing communication on a
continent where advertising is often taken for granted. From
indigenous African forms of advertising - by street criers, wall
paintings, and even olfactory appeals - to the latest experiments
in integrated marketing communication via the Internet, home
videos, smartphones, and social media, Dimensions of Advertising
Theory and Practice in Africa is a comprehensive survey both of
Africa's contributions to the globalized advertising industry and
of the industry's profound affect on African economies and
cultures. The first collection of its kind, the book marks an
important moment in the study of marketing communication in Africa.
It will be an essential text for years to come.
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