[DOWNLOAD] "Rebranding Australia--in a Different Light?(Commentary)" by Arena Journal * Book PDF Kindle ePub Free
eBook details
- Title: Rebranding Australia--in a Different Light?(Commentary)
- Author : Arena Journal
- Release Date : January 01, 2004
- Genre: Religion & Spirituality,Books,
- Pages : * pages
- Size : 169 KB
Description
These words were penned by D. H. Lawrence, (1) yet in the Australian Tourism Commission's recently launched advertising campaign they are spoken in Arrernte, by Central Australian Aboriginal artist Barbara Weir. Weir appears in this thirty second television commercial alongside two unidentified female companions. The three look for all intents and purposes as if they are on a foraging expedition--carrying billy cans, digging sticks and handbags, wandering across the red rocky outcrops that epitomize the Central Australian landscape; then seated on the red earth as Weir applies vivid brush strokes to a large canvas. The advertisement closes with Weir breaking her narrative and directly addressing the camera, in English: 'This old fella, D. H. Lawrence, he wrote those words, he understood our country'. This is one of six commercials recently produced to be screened internationally as part of what the Australian Tourism Commission (ATC) describes as the 'refreshed Brand Australia', a new corporate package aimed to 'strengthen the emotional appeal of Australia and differentiate it from other countries'. The rationale behind the new campaign, simply implied, is that the symbolism of Paul Hogan's Crocodile Dundee, a persona used widely and to great effect throughout the 1980s and into the 1990s, has become somewhat tired in recent years. And in light of 'global events' (read September 11, the Bali bombings, and the new pervasive and abiding fear of terrorist attack and subsequent disastrous fallout for the international tourism industry) 'new strategies are needed to ensure Australia remains top of mind among potential travellers'. (2) Packaged with the signature 'In a Different Light', the campaign promises to provide 'an updated image of Australia's diversity and cosmopolitan culture'.