Imagine that you are the creator of the Paul Hogan ‘Shrimp on the barbie’ ad. Evaluate the effectiveness of this ad in exploring a ‘realistic representation of Australia.
-Explain the vision you had for this ad and how it represents Australia in a realistic way and comment on your use of stereotypes. -Evaluate the effectiveness of your choice of elements (I'm guessing this means techniques, such as camera shots and angles, symbolism, colour symbolism, juxtaposition and colloquial language) and the impact it has on the audience. -Reflect on how successful you have been in creating your advertisement and outline any challenges you faced.
The ‘Shrimp on the barbie’ ad, featuring Paul Hogan, was aired twenty-nine years ago, and yet it is still the most memorable tourism campaign ever launched by a foreign country in the USA. When you mention Australia to Americans one of the first things that comes to their mind is this advertisement and most people can recall the phrase “throw a shrimp on the barbie”. Actually the phrase has become so well known that that it is hard to see how it was able to reach this level of recognition and retention when marketing technologies in those days were far from modern global ‘present everywhere’ sophisticated media. Considering the relatively modest penetration of advertising in the past, the Paul Hogan ‘Shrimp on the barbie’ ad was very effective in doing what it was made to do which envisioned the ad to become popular in the US to promote tourism in Australia. Without a doubt this was done very successfully.
In the perception of many Americans, Australia was regarded as a very different, distant place, with different, sometimes bizarre way of life. The typical stereotypes about Australia widespread in America included a strange accent with specific slang, barbeques everywhere and every time, kangaroos jumping all around, wrestling crocodiles, laid back and casually dressed people, dangerous looking Aboriginal people and...
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