Abstract: Advertising as a means of promotion is capable of influencing culture. In this era of globalization it is evident that advertising finds itself at a very peculiar position as it tries to strike a balance between trans-culture across borders. African culture is known for being reserved when subjected or compared to western culture. Even though there may be no straight cut definition of what defines Africanity or African culture, the definition can be based on the values and beliefs enshrined in the African continent.
The purpose of this paper was to look at how African cultures are portrayed in advertisements in Kenya and how exactly different portrayals of cultures especially the Western culture in the Kenyan market results to a clash of civilization. The paper assessed the impact of different portrayals of cultures through advertisement in Kenya, under the following three parameters: sex and nudity in advertising, sexual orientation and advertising and masculinity/feminity in advertising. The research looked at how the above three are represented in African cultures, and where the clash comes in.
The methodology used in this desertion was purely content analysis of advertising in Kenya, advertising literatures and consumer reactions to various advertising. It took a purely qualitative approach.
Keywords: Culture, Civilization, Advertisement.
Title: Clash of Civilization: Portrayal of African Cultures in Advertisement in Kenya,
Author: Wafula Roy Nashombe
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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