Advertisements as Cultural Conduits in Kenya: The Case of ‘Jamii Milling’ Animated Adverts

Abstract

Digitisation has given rise to the introduction of animations as forms of communication which have in turn been incorporated in advertisements, that aim to persuade while entertaining. Although advertisements aim at encouraging people to purchase goods and services, they have often been accused of presenting a ‘distorted mirror’ while reflecting certain cultural values of the countries in which they exist. In line with this, the study sought to examine the cultural values inherent in the ‘Jamii Milling’ animated advertisement. Using Langer’s theory of symbolism, the available three (3) different videos of the animated advertisement were analysed, with the aim of examining the signs, signifiers, denotative and connotative meanings inherent in them. The study established that although the advertisements were entertaining, inherent in them where specific dominant cultural values and that the advertisers demonstrated a significant tendency to focusing on these symbolic values rather than on the product’s attributes. Taking into account that Kenya is a multi-ethnic and multi-racial country, such a representation may lead to cultural stereotyping, thereby hindering social cohesion which is an important element in the development of any society.