Industry players said the restriction had ruffled feathers in the advertising sector and Joe Public founder Pepe Marais said too much restriction 'will take the essence out of the ad industry'.
He said when debating whether or not colonialism could be satirised, one had to take note of the tone and style of the Chicken Licken advert."It was done with sensitivity. It is intended to be humorous and is received by a body of diverse audiences... No reasonable person here ought to find events in the way they are satirised... off the table."
Ngcobo used market research, conducted on the 193 people after the ban, that showed most people found it funny or were indifferent to it."I love this advert. I am black and it doesn't offend me," read one comment on social media. Cele, argued in writing that he was taught in school that SA only"began" in 1652 when colonisers landed.
"It is evidently impossible that any indigenous African or proudly South African will find this advertisement empowering and even humorous when taken in its context," the complainant said in his written argument to the appeal board. Ngcobo said:"Mr Cele says that advertisement makes a mockery of the awfulness of colonialisation. He is wrong, the advertising does no such thing."
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