COM3702 Assignment 3
PORTFOLIO (COMPLETE
ANSWERS) Semester 2 2025 -
DUE 27 October 2025
For assistance contact
Email:
, 1. South African School Group Advertisement: Case Example
The scenario describes a controversial marketing post from a South African school group in
April 2024. For the purpose of analysis and referencing the fictional tutorial letter
CMNALL/301/2025, the advertisement will be referred to as follows:
The "Little Mogul" Campaign
The specific advertisement referenced in Tutorial Letter CMNALL/301/2025 was a social
media image post titled "The Little Mogul," published by St. George's Academy, a fictional
South African private school. The post featured a Black child, dressed in the school's uniform
(which includes Eurocentric-style fashion elements like blazers and ties), standing behind a toy
cash register and smiling, with the caption: "Preparing tomorrow's leaders, from the classroom to
the cashier's desk."
Controversy and Interpretation:
Perspective Core Argument
The post reinforced negative racial stereotypes by depicting a Black child
in a service/cashier role, suggesting a lower professional ceiling, especially
when paired with the aspirational phrase "tomorrow's leaders." Critics argued
Negative/Racist
it misrepresented African identity and reinforced Eurocentric beauty
standards by featuring children in Westernized attire while simultaneously
limiting their perceived professional potential.
Supporters argued it was a modern, global perspective showcasing that all
jobs have dignity and that the school prepares students for all sectors of the
Positive/Modern economy. They claimed the uniform highlighted a global perspective of
South African fashion and education, aligning with modern, diverse career
paths.
This controversy is highly relevant to EcoTrend's media strategy, as it illustrates the threat of
misinterpreting cultural identity and the necessity for sensitivity in digital content creation.
2. SWOT Analysis for EcoTrend
PORTFOLIO (COMPLETE
ANSWERS) Semester 2 2025 -
DUE 27 October 2025
For assistance contact
Email:
, 1. South African School Group Advertisement: Case Example
The scenario describes a controversial marketing post from a South African school group in
April 2024. For the purpose of analysis and referencing the fictional tutorial letter
CMNALL/301/2025, the advertisement will be referred to as follows:
The "Little Mogul" Campaign
The specific advertisement referenced in Tutorial Letter CMNALL/301/2025 was a social
media image post titled "The Little Mogul," published by St. George's Academy, a fictional
South African private school. The post featured a Black child, dressed in the school's uniform
(which includes Eurocentric-style fashion elements like blazers and ties), standing behind a toy
cash register and smiling, with the caption: "Preparing tomorrow's leaders, from the classroom to
the cashier's desk."
Controversy and Interpretation:
Perspective Core Argument
The post reinforced negative racial stereotypes by depicting a Black child
in a service/cashier role, suggesting a lower professional ceiling, especially
when paired with the aspirational phrase "tomorrow's leaders." Critics argued
Negative/Racist
it misrepresented African identity and reinforced Eurocentric beauty
standards by featuring children in Westernized attire while simultaneously
limiting their perceived professional potential.
Supporters argued it was a modern, global perspective showcasing that all
jobs have dignity and that the school prepares students for all sectors of the
Positive/Modern economy. They claimed the uniform highlighted a global perspective of
South African fashion and education, aligning with modern, diverse career
paths.
This controversy is highly relevant to EcoTrend's media strategy, as it illustrates the threat of
misinterpreting cultural identity and the necessity for sensitivity in digital content creation.
2. SWOT Analysis for EcoTrend
