298 Copyright © 2018, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 20 DOI: 10.4018/978-1-5225-4757-0.ch020 ABSTRACT This chapter discusses a South African supermarket’s print advertisement promoting meat consumption for a national public holiday. Meat consumption is portrayed as symbolic of and necessary for cultural belonging, participation and celebration. It is used to maximise profits by maintaining the distance between consumers and the realities of the power and violence perpetrated against the sentient life from which the “culturally” commodified meat product is sourced. National Heritage Day celebrates the demise of South Africa’s history of domination, exploitation and discrimination and its bright pres- ent and future. The case study however illustrates that the marketing of meat as a cultural commodity reinforces hegemonic control and is contrary to what Heritage Day represents. It indicates a dangerous dissonance that encourages and endorses domination and violence against animals. Whilst the case study focuses on South Africa, hegemonic influence through visual commodification and marketing of meat is apparent in most western societies. INTRODUCTION: HERITAGE DAY AND THE “BRAAI” September 24th — Heritage Day in South Africa — is a national celebration of cultural diversity and democracy. It emphasises equality, hope, freedom and a bright future for all in light of the end of the country’s oppressive history of Apartheid. Heritage Day, referred to as “Braai Day”, is celebrated in a typically South African manner — outdoors with a big meal accompanied by alcohol and sport events. Meat consumption marketing for Heritage Day has ensured that the “Braai” and meat intake have become a prerequisite for participating in collective South African heritage and nationalism (Molefe, 2014). As such, Heritage Day has become interchangeable or synonymous with a certain hegemonic cultural Meat Marketing Dissonance: A South African Case Study Erin Hill University of Cape Town, South Africa Talia Raphaely Curtin University, Australia