False Advertising

 

This article was inspired by the works of Naomi Klein in the book & documentary “No logo, brands globalization resistance”. In the film she critically discusses the effects of major companies on the economy and the involved parties as well, such as workers and the owners of the company. These companies have adopted exploitative methods of operation, in such a way that their focus is maximization of profits and reduction of operation costs. The underlying implications on the workers are adverse as they receive very little pay which is still subjected to taxes. Poverty for them becomes inevitable. This portrays the nature of Multinationals and points out the consequences of ultra capitalism. 

 (Klein's book which she reviewed as a documentary)

In relation to the above, I took a particular keen interest on the latest coca cola commercial for Africa. “I love you Africa” is how the tune goes. Most of the people I know, from friends to family love it and were shocked once they noted my profound criticism and some level of dislike towards the advert. But I’d like to correct that I do not hate the advertisement. After all, it shows up during my favorite shows, whereby you suddenly see Steve Kekana’s face filling your T.V. screen, accompanied by children who will probably be clueless if told about this. (Disclaimer: I have no problem with Kekana as an artist, I actually think his music is great, and he must have been paid millions to do the advertisement). However, what bothers me is the deceitful messages that fill the screen as the ad runs. For example, the statement “while the world shakes & stumbles, Africa dances to a new beat and elsewhere, “while the world turns grey, we live life in full color” then finally after being enticed with such niceties coke make their point, hence: “while the world worries about the future, 1 billion Africans are sharing a coke."

 

 

Looking at the African situation from the Maghreb where revolution has been the order of the day recently, on to Sub-Saharan Africa where poverty and bad governance embraces the citizens. Taking into consideration such events and occurrences, I think one can make a valid argument that Africa is pretty much ‘stumbling’ and with issues such as coups in the likes of Mali and Guinea Bissau, Africa doesn’t seem to be such a colorful place as described. No doubt, Africa is growing and some of the captions appearing bear some truth. For instance it refers to the growth of internet users, which in truth is encouraging. 

(Libyan protesters)

 (Mali, earlier this year)

My arguments puzzle and may perhaps irritate many people as I mentioned earlier, but a friend once told me “say it and be damned!” Good advice indeed! In short, Multinationals and other large corporations as well need not to go through absurd lengths just to promote their products. As Klein would argue, such companies bring about other impacts in promoting their products since they concentrate on selling a way of life or an idea instead of the product. I believe that coca cola is a well known brand that would still be able to promote their products using a simpler approach. And to Africans, let us always remember we still have problems and not let a mere beverage lead us into thinking that everything is okay. We are not there yet!