Brand Antarctica : selling representations of the south from the 'heroic era' to the present ...
Antarctica is a powerful symbol that has been put to use for a range of commercial ends. This thesis analyses advertisements and related cultural products in order to identify common framings that have emerged in representations of Antarctica from the late nineteenth century to the present. It provi...
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| Format: | Thesis |
| Language: | unknown |
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University Of Tasmania
2023
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| Online Access: | https://dx.doi.org/10.25959/23238185.v1 https://figshare.utas.edu.au/articles/thesis/Brand_Antarctica_selling_representations_of_the_south_from_the_heroic_era_to_the_present/23238185/1 |
| Summary: | Antarctica is a powerful symbol that has been put to use for a range of commercial ends. This thesis analyses advertisements and related cultural products in order to identify common framings that have emerged in representations of Antarctica from the late nineteenth century to the present. It provides the historical, social, cultural and geographic context for understanding the ways the south has been used to sell products, as well as stories, experiences and ideas. Previous scholars have examined books, films, photography, music and theatre to explore attitudes towards Antarctica, but forms of cultural production explicitly associated with commerce have so far been overlooked ‚Äö- perhaps because of the exceptionalist view of the continent as disassociated from capitalism and the market. However, from the early whalers and sealers who headed south for their hunt, to modern-day brands that sponsor extreme expeditions in exchange for naming rights, trade interests have never been far from the ice. Analysing ... |
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