Have you ever glanced at a commercial on local TV or in Nairobi, Lagos, Accra, Durban or Kigali and found yourself questioning why the characters, scenarios, voices, and sometimes even language does not represent the African audience that the commercial is apparently aimed at?

In this groundbreaking report for The Spearhead, it outlines the historical and economic rationale behind the weird and unsettling tradition of representing Africans using foreign depictions in African commercial messaging, and why this is not simply a quirky, harmless phenomenon.

The report examines how the marketing-advertising-communications industry (a multi-billion dollars industry) across Africa and the diaspora plays a pivotal role in creating and maintaining socially anti-Black harmful ideas in the public imagination including racial, cultural and ethnic inferiority complexes, and the desire to “fix”, “make better” or “modify” some aspect of African identity and natural physique by spending money on consumer offerings and goods (and most of the times, if not all of the times, on foreign-aAmw consumer offerings and goods).

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Advertising Industry's Role In Cultural Colonialism and Imperialism in Africa

Have you ever glanced at a commercial on local TV in Nairobi, Lagos, Durban or Kigali and found yourself questioning why the characters, scenarios, voices, and sometimes even language does not represent the African audie