Qantas still calls Australia home: The spirit of Australia and the flying kangaroo. (September 2018)

• Record Type: Journal Article
• Authors: White, Leanne
• Is Part Of: Tourist studies. Volume 18:Number 3(2018)
• Page Start: 261
• Page End: 274
• Publication Date: 2018-09
• Subjects: advertising -- Australia -- commercial nationalism -- popular media -- Qantas -- tourism; Tourism -- Periodicals; Tourisme -- Périodiques; Tourisme; Périodique électronique (Descripteur de forme); Ressource Internet (Descripteur de forme); 338.4791
• DOI: 10.1177/1468797618785617
• Languages: English
• ISSNs: 1468-7976

Abstract

An analysis of images of Australia in Qantas television advertising is undertaken in this article. The phenomenon of 'commercial nationalism' is investigated through a close textual analysis of Qantas advertisements broadcast via mainstream media, in particular television, between 1987 and 2017. The advertisements are examined by undertaking a semiotic analysis. The research methodology also combines shot combination analysis and a reading of the visual and acoustic channels of the advertisement. In examining some of the key Qantas advertising campaigns in popular media over the past 30 years, it is revealed that the significant airline and tourism company Qantas has sung loudly to the tune of nationalism for the benefit of their business.