Save the penguins: Antarctic advertising and the PR of protection

Antarctica has been framed in multiple ways over the course of its human history, including as a place for profit and as a place to protect. Contemporary Antarctica is seen simultaneously as fragile and treacherous; the continent is cast as a place that both threatens humankind and needs to be prote...

Full description

Bibliographic Details
Main Author: Nielsen, H
Format: Book Part
Language:English
Published: Routledge 2019
Subjects:
Online Access:https://doi.org/10.4324/9780429429705-8
http://ecite.utas.edu.au/134644
id ftunivtasecite:oai:ecite.utas.edu.au:134644
record_format openpolar
spelling ftunivtasecite:oai:ecite.utas.edu.au:134644 2023-05-15T13:55:18+02:00 Save the penguins: Antarctic advertising and the PR of protection Nielsen, H 2019 https://doi.org/10.4324/9780429429705-8 http://ecite.utas.edu.au/134644 en eng Routledge http://dx.doi.org/10.4324/9780429429705-8 Nielsen, H, Save the penguins: Antarctic advertising and the PR of protection, Anthropocene Antarctica: Perspectives from the Humanities, Law and Social Sciences, Routledge, E Leane and J McGee (ed), Abingdon, pp. 117-132. ISBN 9781138367593 (2019) [Research Book Chapter] http://ecite.utas.edu.au/134644 Language Communication and Culture Other Language Communication and Culture not elsewhere classified Research Book Chapter NonPeerReviewed 2019 ftunivtasecite https://doi.org/10.4324/9780429429705-8 2020-09-14T22:16:15Z Antarctica has been framed in multiple ways over the course of its human history, including as a place for profit and as a place to protect. Contemporary Antarctica is seen simultaneously as fragile and treacherous; the continent is cast as a place that both threatens humankind and needs to be protected from the effects of anthropogenic climate change. Such dissonance is key to representations that call upon Antarctica to embody environmental ideas. This chapter examines how the fragile connotations of Antarctic imagery have been put to use in advertising material. First, it addresses the various ways in which Antarctica has been popularly framed since humans first began to physically interact with the place. A discussion of the commercialisation of polar imagery is followed by an analysis of three international advertising campaigns: ABBs amazing what you save (2002, 2005, 2008); Westpacs Equator Principles (2003, 2008); and Diesels Global Warming Ready (2007) campaigns. In these case studies, advertisements for three very different industries are used as a proxy for accessing dominant attitudes towards the far south and to illustrate a contemporary face of the commercial history of Antarctica. Book Part Antarc* Antarctic Antarctica eCite UTAS (University of Tasmania) Antarctic Abbs ENVELOPE(66.600,66.600,-70.600,-70.600) 117 132
institution Open Polar
collection eCite UTAS (University of Tasmania)
op_collection_id ftunivtasecite
language English
topic Language
Communication and Culture
Other Language
Communication and Culture not elsewhere classified
spellingShingle Language
Communication and Culture
Other Language
Communication and Culture not elsewhere classified
Nielsen, H
Save the penguins: Antarctic advertising and the PR of protection
topic_facet Language
Communication and Culture
Other Language
Communication and Culture not elsewhere classified
description Antarctica has been framed in multiple ways over the course of its human history, including as a place for profit and as a place to protect. Contemporary Antarctica is seen simultaneously as fragile and treacherous; the continent is cast as a place that both threatens humankind and needs to be protected from the effects of anthropogenic climate change. Such dissonance is key to representations that call upon Antarctica to embody environmental ideas. This chapter examines how the fragile connotations of Antarctic imagery have been put to use in advertising material. First, it addresses the various ways in which Antarctica has been popularly framed since humans first began to physically interact with the place. A discussion of the commercialisation of polar imagery is followed by an analysis of three international advertising campaigns: ABBs amazing what you save (2002, 2005, 2008); Westpacs Equator Principles (2003, 2008); and Diesels Global Warming Ready (2007) campaigns. In these case studies, advertisements for three very different industries are used as a proxy for accessing dominant attitudes towards the far south and to illustrate a contemporary face of the commercial history of Antarctica.
format Book Part
author Nielsen, H
author_facet Nielsen, H
author_sort Nielsen, H
title Save the penguins: Antarctic advertising and the PR of protection
title_short Save the penguins: Antarctic advertising and the PR of protection
title_full Save the penguins: Antarctic advertising and the PR of protection
title_fullStr Save the penguins: Antarctic advertising and the PR of protection
title_full_unstemmed Save the penguins: Antarctic advertising and the PR of protection
title_sort save the penguins: antarctic advertising and the pr of protection
publisher Routledge
publishDate 2019
url https://doi.org/10.4324/9780429429705-8
http://ecite.utas.edu.au/134644
long_lat ENVELOPE(66.600,66.600,-70.600,-70.600)
geographic Antarctic
Abbs
geographic_facet Antarctic
Abbs
genre Antarc*
Antarctic
Antarctica
genre_facet Antarc*
Antarctic
Antarctica
op_relation http://dx.doi.org/10.4324/9780429429705-8
Nielsen, H, Save the penguins: Antarctic advertising and the PR of protection, Anthropocene Antarctica: Perspectives from the Humanities, Law and Social Sciences, Routledge, E Leane and J McGee (ed), Abingdon, pp. 117-132. ISBN 9781138367593 (2019) [Research Book Chapter]
http://ecite.utas.edu.au/134644
op_doi https://doi.org/10.4324/9780429429705-8
container_start_page 117
op_container_end_page 132
_version_ 1766261729503739904