Communication Science

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Information networks within information networks
(2002) Gwala, Tholakele Celinhlanhla; Klopper, R.M.
In this thesis I characterise South African Infomercials as forms of persuasive mass media messages. After outlining the general nature of persuasive communication, and the rela¬tionship between persuasion and propaganda, I explain which communication codes adver¬tisers use to promote their products, particularly which codes Infomercial advertisers use. After characterising a range of South African TV Infomercials I give a detailed analysis of the pioneering serial radio and TV Infomercials used by the company SA Natural Products (SANP) in their extremely successful campaign over the past two years to make the natural health food supplement Spirulina by Marcus Rohrer® the best known and most used nutri¬tional supplement in South Africa today. 1 in particular look at the forms of communica¬tion used by managers at SANP to create information networks within their organisational network to sustain the popularity of the product in the public mind, and to keep it supplied to pharmacies, health food shops and chain stores that sell it.