Learning to say g'day to the world: The development of Australia's marketable image in the 1980s

Crawford, R

Learning to say g'day to the world: The development of Australia's marketable image in the 1980s

Crawford, R

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Publication Type:: Journal Article
Citation:: Consumption Markets and Culture, 2010, 13 (1), pp. 43 - 59
Issue Date:: 2010-03-01

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Field	Value	Language
dc.contributor.author	Crawford, R https://orcid.org/0000-0003-2404-641X	en_US
dc.date.issued	2010-03-01	en_US
dc.identifier.citation	Consumption Markets and Culture, 2010, 13 (1), pp. 43 - 59	en_US
dc.identifier.issn	1025-3866	en_US
dc.identifier.uri	http://hdl.handle.net/10453/14121
dc.description.abstract	Twenty years after they were first broadcast, Australia's tourism advertisements of the 1980s featuring Paul Hogan remain the measuring stick to which subsequent Australian tourism campaigns have been compared. This article contends that such comparisons are flawed, as they fail to pay adequate attention to the context surrounding this campaign. In order to understand the reasons for Hogan's success, it is necessary to explore the ways in which commercials affected the construction of Australian images from the 1960s through to the early 1990s. By examining the activities of Paul Hogan and the Mojo advertising agency in relation to their broader social and cultural context occurring at both national and international levels, this article will illustrate Australian advertising's "golden age" whilst demonstrating the commercial dangers of nostalgic interpretations of the past. © 2010 Taylor & Francis.	en_US
dc.relation.ispartof	Consumption Markets and Culture	en_US
dc.relation.isbasedon	10.1080/10253860903346757	en_US
dc.title	Learning to say g'day to the world: The development of Australia's marketable image in the 1980s	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	13	en_US
utslib.for	2001 Communication and Media Studies	en_US
utslib.for	1505 Marketing	en_US
utslib.for	2002 Cultural Studies	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/Public Communication Program
pubs.organisational-group	/University of Technology Sydney/Strength - CPCE - Centre for Creative Practices and the Cultural Economy
utslib.copyright.status	closed_access
pubs.issue	1	en_US
pubs.publication-status	Published	en_US
pubs.volume	13	en_US

Abstract:

Twenty years after they were first broadcast, Australia's tourism advertisements of the 1980s featuring Paul Hogan remain the measuring stick to which subsequent Australian tourism campaigns have been compared. This article contends that such comparisons are flawed, as they fail to pay adequate attention to the context surrounding this campaign. In order to understand the reasons for Hogan's success, it is necessary to explore the ways in which commercials affected the construction of Australian images from the 1960s through to the early 1990s. By examining the activities of Paul Hogan and the Mojo advertising agency in relation to their broader social and cultural context occurring at both national and international levels, this article will illustrate Australian advertising's "golden age" whilst demonstrating the commercial dangers of nostalgic interpretations of the past. © 2010 Taylor & Francis.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/14121