The Connected Young Woman: Adverts vs Reality

Posted by Patrick Gaincko | April 1, 2018
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One element of the urban landscape in Africa that’s fast evolving is advertisements (not so much the infrastructure, but that’s another debate). As huge billboards – ever bigger, more flashy, more present, more inevitable – accompany me across my field research, a question becomes inevitable: how representative of the reality are they? How in-sync with fast changing lifestyles are they?

So let’s look for an answer when it comes to the hyper-connected, active, urban young woman. Both pictures in this short piece are situations in the Congo region (two countries), one is a billboard in a main avenue in DR Congo, the other shows an entrepreneur at a conference in Congo Brazzaville.

mobile consumer africa gaincko


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