Proverbs in Zimbabwean advertisements (African media media, social culture)

Many scholars have concluded that the advent of electronic and print media extended folklore's use from regional localities to national and global arenas. This article illustrates how proverbs and other witty sayings permeate virtually all economic activities in contemporary Zimbabwe: by mean of radio, television, and newspapers, they are employed to promote retail businesses, industrial products, the transportation industry, preventive health practices, and many other ventures. The powerful images and succinct nature of indigenous proverbs make them especially suited for advertising. In addition, the fact that proverbs often comment on widespread human experiences enables them to remain relevant; they fit any place, time, and function in spite of the technological advancement of a particular community. Proverbs can be used to establish a familiar and authoritative context for giving advice and establishing business relationships; they can be employed to respond to similar claims set forth by others, to invite new or continued interest in products and companies, and to underscore symbolically the practical function of a particular commodity. Finally, proverbs function in the Zimbabwean economy in a more indirect way: they can be applied to reinforce the pride, confidence, and enthusiasm of economically marginal merchants and vendors.