Abstract:
Digitisation has given rise to the introduction of animations as forms
of communication which have in turn been incorporated in advertisements, that
aim to persuade while entertaining. Although advertisements aim at
encouraging people to purchase goods and services, they have often been
accused of presenting a „distorted mirror‟ while reflecting certain cultural values
of the countries in which they exist. In line with this, the study sought to
examine the cultural values inherent in the „Jamii Milling‟ animated
advertisement. Using Langer‟s theory of symbolism, the available three (3)
different videos of the animated advertisement were analysed, with the aim of
examining the signs, signifiers, denotative and connotative meanings inherent in
them. The study established that although the advertisements were entertaining,
inherent in them where specific dominant cultural values and that the
advertisers demonstrated a significant tendency to focusing on these symbolic
values rather than on the product‟s attributes. Taking into account that Kenya is
a multi-ethnic and multi-racial country, such a representation may lead to
cultural stereotyping, thereby hindering social cohesion which is an important
element in the development of any society.
Keywords: Advertisement, Animation, Culture, Kenya, Representation.
