One Nation, One Beer: the Mythology of the New South Africa in Advertising
1 ONE NATION, ONE BEER: THE MYTHOLOGY OF THE NEW SOUTH AFRICA IN ADVERTISING A thesis submitted in fulfillment of the requirements for the degree of Doctor of Philosophy in the Faculty of Humanities at the University of Witwatersrand, Johannesburg Sarah Britten 2 I declare that this is my own unaided work. It is in fulfillment of the requirements for the degree of Doctor of Philosophy in the Faculty of Humanities at the University of the Witwatersrand, Johannesburg. It has not been submitted for any other degree or examination or to any other university. ________________ Sarah Britten 27 October 2005 The University of Witwatersrand, Johannesburg 3 Acknowledgements Since I started on this thesis, I have worked at four jobs (one in PR, three in advertising), dated two boyfriends (one of them a professional psychic), published two novels for young adult readers, endured two car accidents (neither of them my fault), rescued two feral cats and married one husband. I ha ve lost count of the nervous breakdowns I was convinced were immanent or the Sunday evenings I spent wracked with guilt over my failure to put in enough work on the thesis over the weekend. When I started on this project in June 1998, I was a full time student wafting about without any apparent purpose in life. Now that I am finally putting this magnum opus to bed, I find that I have turned into a corporate animal saddled with car payments and timesheets and stress over PowerPoint presentations. “Get your PhD out of the way before you get married and have kids,” my elders told me.
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