<
https://theconversation.com/africa-is-the-worlds-largest-market-for-guinness-beer-how-its-ad-campaigns-exploit-men-239120>
"Africa is the world’s largest market for Guinness beer (and Nigeria is second
only to Britain for the most consumers in one country). The Irish brand’s
success on the continent is regarded as a trailblazing business model. And that
has a lot to do with their advertising campaigns over the years.
Award-winning sociologist Jordanna Matlon recently published a research paper
that analyses three prominent Guinness Africa ad campaigns. She explores what
market forces are behind them – and how they target male consumers and shape
masculinity in a way that echoes colonial extraction. We asked her to explain."
Cheers,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
