In a culture saturated by media messages, what truly makes an advertisement stand out from the rest? This study aims to explore this topic using the specific case of the 2010 Fifa World Cup held in South Africa and using a sample of South African students. The different and unique advertising techniques used in three specific Fifa 2010 World Cup advertisements have been analysed as well as general aspects of advertisements that have stood out for the audience. Each advertisement approaches the topic of the World Cup differently while trying to incorporate aspects of South African culture to...