by Jerry Mpufane (@JerryMpufane) Social realism is a phenomenon that clearly has been with all humanity for as long as societies existed. Different sources of social history present varying traces to pinpoint its specific origins on the dateline. I will, however, not concern myself with that aspect, being interested for now in its meaning and what influence it may have upon the craft of advertising.
Social realism is an international art movement that refers to the work of painters, printmakers, photographers and filmmakers who draw attention to the everyday lives of the people of the world. Social realists take a critical view of society. They often challenge structures which, in particular, maintain unfair societies. Social realists do not confine themselves to societal ills, also choosing to applaud and compliment many social programmes which make this world a better place.
Common reference point
You also find a variety of tweaks to the definition of social realism, depending upon the breadth in argument of the subject matter. At its core, though, is a common reference point, namely social commentary.
In finding a definition that will suit my argument (I am a columnist!), I particularly prefer the one which emphasises the “art of the possible” in social commentary. I like it because it brings to life an otherwise theoretical concept, in a positive sense, and mostly because it is not just critique for the sake of.
I really like the definition which speaks to critical social commentary which can drive most of us towards making things better. Commentary which, at its core, alters expectations and delivers the surprise element as commonplace. After all, effective self-improvement and learning happens when we are confronted with the new, as well as the unexpected.
Barging in uninvited
Advertisers of brands are some of the world’s best storytellers. When you consider their share of voice in any mass medium, not only are the advertisers dominant, but often pervasive — advertising messages by nature are an interruptive medium, often barging uninvited into people’s lounges and social media timelines.
We can stage long debates about what works and what doesn’t when it comes to advertising; what is, however, not contested is the craft’s ability to influence societies and change behaviours.
When you think about advertising in the context of social realism, I see nothing else but a minefield of subject matter waiting to be explored. If you look at advertising, in a sense, as a medium of communication which promotes what is possible (“the art of the possible”), I get very excited.
Not for every brand
Of course, social realism is not for every brand. Yet we do have a few good examples of advertisers in the South African market which have produced brilliant communications that leverages social realism. More often than not, you will find those brands at the top of the creative leaderboards. It is also those brands which top the rankings of the most-valuable brand tables.
The evolution of the SA demographic points to a freer society which is considerably younger than any one of the more-developed Western nations. Our modern constitution preaches equality, diversity and, most of all, freedom of speech. The demographic heartland of SA is dominated by free-thinking and progressive people (close to 50% of South Africans is in the 20-40 age group). This demographic matches the advertising heartland. In addition, SA is in the process of developing a common lexicon, a common narrative and overall shared values.
I see a lot of room for brands to play a real and meaningful role in helping define and shape our nation through the type of communications we produce. I also see a lot of open canvas for brands to be an integral part of a society which is not shy of laughing at itself. Brands can no longer watch developments in society from the sidelines while, at the same time, peddling products and services.
Symbolise the defining values of SA
The advertising industry must find ways and help brands to symbolise the defining values of SA. We must tap the ubiquitous and symbolic power of brands to help drive dialogue about what is important to our citizens and residents. We must take the lead in helping clients identify the customer segments who identify with the zeitgeist. There must be clear methodologies to measure the implications for brands which support — or don’t — the dominant ideologies.
Brands must use advertising to join the social realism movement and be a part of shaping our society.
Jerry Mpufane has executive experience in both ad agency and client organisations. He’s only got one goal in life, which is to be an inspiring leader. Jerry is currently group MD, Gauteng, of M&C Saatchi Abel. His monthly column on MarkLives, “On My Mind”, focuses upon what it takes to run a great AND sustainable ad agency.
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