This is unquestionably a hard-hitting and intense print advertisement launched by Cape Times in South Africa featuring Rosa Parks. The advertisement aims at focusing on the event when Rosa Parks heralded a new era against racial discrimination thereby bringing focus to the in-depth and comprehensive coverage of the newspaper. The advertisement is portraying the famous Montgomery Bus Boycott incident when she refused to obey bus driver James Blake’s order that she give up her seat, on 30 November 1955. The portrayal of the incident signifies the assertion of rights by a woman.
The presentation of the campaign is undeniably very expressive and communicates how a woman can change the social-political landscape. However, the product benefit is struggling to surface effectively in the advertisement. And the incident too visually not exactly matching the actual incident took place in the year 1955. The copy of the ad reads, ‘Wednesday, 30 November 1955. Women can change the world in a day. Cape Times, Know All About It’. The campaign was created by Lowe Bull, Cape Town, South Africa.
Via Ads of the World
