Government advertising and the creation of national myths: the Canadian case

Rose, Jonathan

doi:10.1002/nvsm.209

Cited by 19 publications

(10 citation statements)

References 5 publications

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“…Strong association with dense cultural and symbolic values open to exploitation along with consumption products and commercial artifacts enables a brand to assume value beyond its nominal exchange value (Brown et al , 2003; Holt, 2004). Myths, as stories that are passed down from one generation to the next, are an integral part of any nation-state and “not judged on their veracity but rather their metaphorical and symbolic meaning” (Rose, 2003, p. 154). By performing myths, brands feed cultural desires and through complex interactions and high symbolic content meet society’s desires and address cultural contradictions and ambiguities (Holt, 2004, 2006; Urde and Greyser, 2015), thus providing a lever for marketization.…”

Section: Conceptual Framingmentioning

confidence: 99%

New Zealand’s ANZAC nurses: marketizing the great war for a 21st-century fit

Krisjanous

Hallett

2021

JHRM

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Purpose The aim of this paper is to demonstrate how a historical event packaged as an iconic heritage cultural brand can be marketized and modified over time to ensure brand longevity and continued emotional commitment and loyalty through the leverage of stories and associations more closely aligned with modern-day audiences. The authors do this through examining the marketization of the New Zealand World War 1 (WWI) nurse to today’s audiences. The periods of study are WWI (1914–1918) and then the modern day. The New Zealand Army Nursing Service (NZANS) during WWI has previously had little attention as a key actor in the Australia and New Zealand Army Corp (ANZAC), Today ANZAC is held as pivotal in the birth of New Zealand’s perception of nationhood and as an iconic heritage cultural brand. The history and legend of the ANZAC plays an important role in New Zealand culture and is fundamental to the “Anzac Spirit”, a signifier of what it means to be a New Zealander. Design/methodology/approach A historical case study method is used. The primary source of data is 1914–1918, and includes contemporaneous articles, and personal writings: diaries, letters and published memoirs. More contemporary works form the basis for discussion of marketization as it relates to the NZANS. The article first presents conceptual framing, then the development of the Anzac brand and the history of the NZANS and its role in WWI before turning to discussion on the marketization of this nursing service to today’s audiences and as part of the ANZAC/Anzac brand. Findings Today the story of the WWI NZANS nurse, previously seldom heard, has been co-opted and is becoming increasingly merged as an integral part of the Anzac story. The history of the NZANS during WWI has a great deal of agency today as part of that story, serving many functions within it and providing a valuable lever for marketization. Originality/value To date, there is a scarcity of marketing analysis that examines the marketization of history. By focusing on New Zealand WWI nursing as a contributor to the Anzac story, the authors contribute to the understanding of how marketers package and contemporize history for appeal to audiences through both sustaining and reworking cultural branding.

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Section: Conceptual Framingmentioning

confidence: 99%

New Zealand’s ANZAC nurses: marketizing the great war for a 21st-century fit

Krisjanous

Hallett

2021

JHRM

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“…Despite its origins in American politics, it is regularly used to describe Canadian politics. Government advertising in Canada is nothing new, nor has it ever been entirely without partisanship (ROSE 2003). However, there have been growing concerns about the use of public money for partisan communication purposes by the government -also called "resource exploitation" (ESSELMENT et al, 2017).…”

Section: Promise Fulfilment Of the Liberals' Open And Fair Elections Agendamentioning

confidence: 99%

Promises, Promises: Assessing the Liberals’ Electoral Reform Agenda

Small¹

2020

eccs

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Despite bold proclamations, the 2015 election was not the last federal election to use the first-past-the post (FPTP) voting system. Reforming Canada's voting system was a key plank of the Liberal Party's 2015 platform. From the process to the outcome, the attempt to reform FPTP by the Trudeau government was widely panned. However, the promise to end FPTP was actually one of nine election promises made by the party in their platform. This paper assesses the Liberal's electoral reform agenda between 2015-2019. Using the pledge method, it explores the complete set of election promises made. In the pledge method, the researcher identifies the pledges made in the election platform and then examines the record of government action in order to determine how many have been fulfilled. This analysis features a detailed assessment of voting system reform, the Electoral Modernization Act and the Leaders' Debates Commission. This broader approach shows that the Liberals were successful in meeting their electoral reform goals. Of the nine promises made, the Liberals kept six and made considerable progress on two others. Only one promise was broken. While the Trudeau Liberals probably deserve much of the ire they received by breaking their voting reform promise, the 2019 federal election was remarkably different from 2015 in terms of the rules of the electoral game.Malgré des déclarations audacieuses, l'élection de 2015 n'a pas été la dernière élection fédérale à utiliser le système de vote majoritaire à un tour (SVMUT). La réforme du système de vote au Canada était pourtant un élément clé du programme du Parti libéral en 2015. Du processus au résultat, la tentative de réforme du SVMUT par le gouvernement Trudeau a fait l'objet d'un large consensus. Cependant, la promesse de mettre fin au SVMUT était en fait l'une des neuf promesses électorales faites par le parti dans son programme. Cet article évalue le programme de réforme électorale des Libéraux entre 2015 et 2019. En utilisant la méthode de l'analyse des promesses, il explore l'ensemble des promesses électorales faites. Dans la méthode d'analyse des promesses, le.la chercheure identifie les promesses faites dans le programme électoral et examine ensuite le bilan de l'action gouvernementale afin de déterminer combien de celles-ci ont été tenues. Cette analyse comprend une évaluation détaillée de la Réforme du système électoral, de la Loi de modernisation électorale et de la Commission des débats des chefs. Cette approche plus large montre que les Libéraux ont atteint leurs objectifs de réforme électorale. Sur les neuf promesses faites, les Libéraux en ont tenu six et ont fait des progrès considérables sur deux autres. Une seule promesse n'a pas été tenue. Si les Libéraux de Trudeau méritent probablement une grande partie de la colère exprimée à leur égard parce qu'ils n'ont pas tenu leur promesse de réforme électorale, l'élection fédérale de 2019 a été remarquablement différente de celle de 2015 en termes de règles du jeu électoral.

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“…The notion of myth as a system of representation has been a cornerstone of media and cultural studies (Hall 1997;Barthes 1957) and has been advocated for and used in critical, positivist and even historical advertising studies (Cronin 2004b;Domzal/Kernan 1992;Johar et al 2001;Lannon/ Cooper, 1983;McCracken 1987;Mick 1986;Parker 1998;Randazzo 1993;Sherry 1987;Solomon 1983;West 1996;Williamson 1978). Very few studies, however, have connected advertising, myth, and national culture (Perry 1994;Turner 1993;Rose 2003) and none have based their analysis on extended corpuses of advertising messages.…”

Section: Advertising and National Culture Are Inextricably Boundmentioning

confidence: 99%

DIY in the DNA: Macro Context and National Myth as Enduring Advertising Discourse

Desmarais

2017

HJLCB

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This study shows how national contexts recurrently foreground specific myths in advertising to increase consumers' 'knowledge' of the positioning of brands and their 'liking' of these brands. From an extended sample of New Zealand television commercials, the research isolates the theme of 'Kiwi Ingenuity' as an important tool to advertise a wide variety of brands.At a micro level the study illustrates how hyperbolic characterisation works to attach emotional meanings to brands and products, in particular how ingenious characters are used as hyperbolic cultural signs. The study situates these micro representation strategies in their macro cultural context, arguing that the mechanics of national myths in advertising needs to be understood within the geopolitical context.

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Government advertising and the creation of national myths: the Canadian case

Cited by 19 publications

References 5 publications

New Zealand’s ANZAC nurses: marketizing the great war for a 21st-century fit

New Zealand’s ANZAC nurses: marketizing the great war for a 21st-century fit

Promises, Promises: Assessing the Liberals’ Electoral Reform Agenda

DIY in the DNA: Macro Context and National Myth as Enduring Advertising Discourse

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