“Mnandi-licious!” trends in African language usage in South African television advertising

Abstract

Advertisements in African languages are generally confined to radio, and in that medium are factual, dialogic and direct. When used in television advertising, however, South Africa’s indigenous languages, particularly those spoken by the largest number of people in South Africa (Nguni languages), play a less informative role, being employed rather to index a concretised African essence, African identity or urban style, or a particular reified post-apartheid togetherness and cultural mobility. In this essay, we analyse four recent television advertisements, all using a Nguni language, and reflect on how and why the vernacular is used and to what extent African languages are no longer seen by television advertisers as carriers of information but as exploitable symbols of trustworthiness, multiculturalism, belonging and innovation. Key tropes that emerge as motivating the inclusion of African languages in television advertisements are identified and serve to organise and focus the...