RIS ID
33693
Abstract
This paper considers how Aboriginal identity and spirituality are appropriated to construct national identity for an Australian tourism advertising campaign, and proposes a research agenda to investigate whether incongruity, based on consumers’ prior knowledge of Indigenous Australians’ real everyday identity, might reduce advertising effectiveness.
Link to publisher version (URL)
17th International Conference on Recent Advances in Retailing and Services Science
Publication Details
Pomering, A. A. (2010). The portrayal of aboriginal spiritual identity in tourism advertising: creating an image of extraordinary reality or mere confusion?. In H. Timmermans (Eds.), 17th International Conference on Recent Advances in Retailing and Services Science (pp. 1-15). Belgium: European Regional Science Association.