Assignment 1 – Thematic Analysis of Tourism Australia Advertisement
By Sunshine James
This essay is to address the latest Australian Tourism advertisement. I will explain how I feel this clip has used Australian stereo – typing to try selling it to the international market. They are only showing the best parts of Australia at the best times. Some of the clips in the advertisement had to be doctored or they waited for hrs for that one perfect moment. It is really very unreal to what I believe is the real Australia.
After watching the clip a number of times I can only come to one conclusion they are trying to stereo – type Australia though the media to the international market by what they imagine Australia to be. ‘No where does Australia’s culture face greater attack than through mainstream media (Marcus Barbe, 1999-2000)’, is the opening line to journal that refers to the advertising in Australia. I find that majority of this clip shows images from most typical Australian icons like the Great Barrier Reef, the Sydney harbour bridge, the opera house and one clip from seal bay, Kangaroo Island. After that most other scenes in the clip are based in the Northern Territory like Uluru, Kakadu, the top end, Alice Springs and Halls Gap. I was lucky enough to spend my childhood growing up in some of these remote destinations and most of this clip are unreal of what I know Australia to be. The real Australia is not made up of those few locations, as beautiful as they are, if those clips are real, the camera man would have had to sit there for days waiting for those perfect shots. I’m sure you remember in 2007 the campaign ‘where the bloody hell are you?’(Tourism Australia, 2007) This also used the stereo – type to sell the Australian culture to the international market. I found an student essay about Australian culture that states one of the old stereo – typing comments, ‘how ‘bout we put a shrimp on the barbie’(3). She then explains that...