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Companies enter a foreign culture to bring their product 'where no man has ever gone before.' Viewers see the ads and think they are being 'cultured' by watching them, and, more importantly, think that the company is 'global' for working with a culture so foreign to them. Some ads try to give something back to the community that they invade. Education programs, packages of their products, and western volunteers are just a few things that might be offered from the advertisers. Ads are grouped into four different categories: 'help' ads, which show Africa as a poor, unworthy place in need of assistance; nature/wildlife, strictly tourism, and fashion ads.
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