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

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Journal Article
Consumption Markets and Culture, 2010, 13 (1), pp. 43 - 59
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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.
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