Since the end of the Cold War the several African nations (or "emerging countries") have undertaken concrete efforts to reform their political social and economic institutions as they strive to join the global economy and improve the socioeconomic conditions of their citizens. To achieve these goals administrators have relied on various forms of mass media – including advertising – to promote these reforms and socioeconomic development. Despite some unique challenges and opportunities as well as controversies surrounding the role of advertising in developing economies advertising literature relevant to African countries remains in a blind spot. “Capitalist Realism” in Africa: Realities and Myths in Advertising bridges this gap by offering an in-depth analysis of advertising in an area of the world that has been largely neglected and provides a ground for generating a discussion about the practice of advertising in an African context.
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