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The portrayal of Indigenous identity in Australian tourism brand advertising: Engendering an image of extraordinary reality or staged authenticity?

Pomering, Alan and White, Leanne (2011) The portrayal of Indigenous identity in Australian tourism brand advertising: Engendering an image of extraordinary reality or staged authenticity? Place Branding and Public Diplomacy, 7 (3). pp. 165-174. ISSN 1751-8040

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Abstract

This article provides a brief review of nation branding, tourism and national identity literature. The identity of Indigenous Australians, in relation to the broader national identity, is examined. A discussion of Australia's recent tourism destination marketing follows. A feature of this destination marketing is an advertising campaign in which postcolonial Indigenous Australian identity is staged as authentic, using palatable, emblematic stereotypes that hark back to the notion of the noble savage. Finally, a research study to test the effectiveness of such an advertising approach for branding the tourism nation is proposed and discussed

Item Type: Article
Uncontrolled Keywords: ResPubID24107, indigenous Australian identity, nation branding, national identity
Subjects: FOR Classification > 2001 Communication and Media Studies
Faculty/School/Research Centre/Department > School of International Business
SEO Classification > 970120 Expanding Knowledge in Language, Communication and Culture
Depositing User: VUIR
Date Deposited: 05 Sep 2011 00:12
Last Modified: 09 Jul 2012 03:50
URI: http://vuir.vu.edu.au/id/eprint/6844
DOI: 10.1057/pb.2011.19
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Citations in Scopus: 2 - View on Scopus

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