Wise Mothers and Wise Buyers: Marketing Tea and Home Improvement in 1930s South Africa

Abstract

Abstract Histories of advertising in Africa focus on the postwar and postcolonial periods. This essay examines an innovative marketing campaign in South Africa's eastern Cape in the 1930s. The campaign reveals congruence and conflict between increased marketing of consumer goods to African households and the contemporaneous growth of women's home improvement societies. The newspaper Umlindi we Nyanga used testimonials and written competitions to sell its Ambrosia brand of tea to rural women. Advertisers and consumers drew on local meanings of tea consumption and debates about feminine respectability to present tea-drinking women as ‘intelligent’ and ‘wise mothers’. The emphasis on intelligence linked tea to literacy, in part because text-based consumer culture offered rural women a way to visibly consume socially respectable goods. The essay concludes with a close examination of two testimonials written by leaders of home improvement societies, which hint at the contradictions implicit in the commercialization of the ‘wise mother’.