Brand Antarctica : how global consumer culture shapes our perceptions of the ice continent /
Hanne Elliot Fønss Nielsen
Bok · Engelsk · 2023
| Omfang | xiv, 250 pages : : illustrations, maps ;
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| Opplysninger | Heroic Antarctica : sponsorship and the selling of narrative in the age of heroes -- In the footsteps of heroes : reprising and rethinking historic links -- Cold weather branding : superlatives and survival on "Continent 7" -- Purifying Antarctica : clean, wild and untouched -- Fragile Antarctica : ice-washing and protecting the penguins -- Destination Antarctica : tourism and the polar product -- Conclusion : brand Antarctica, past, present and future.. - "Antarctica is, and has always been, very much "for sale." Whales, seals, and ice have all been marketed as valuable commodities, but so have the stories of explorers. The modern media industry developed in parallel with land-based Antarctic exploration, and early expedition leaders needed publicity to generate support for their endeavors. Their lectures, narratives, photographs, and films were essentially advertisements for their adventures. At the same time, popular media began to use the newly encountered continent to draw attention to commercial products. These advertisements both trace the commercialization of Antarctica and reveal how commercial settings have shaped the dominant imaginaries of the place. By contextualizing and analyzing Antarctic advertisements from the late nineteenth century to the present, Brand Antarctica identifies five key framings of the South Polar continent: a place for heroes, a place of extremity, a place of purity, a place to protect, and a place that transforms. Demonstrating how these conceptual framings of Antarctica in turn circulate through our culture, Hanne Elliot Fønss Nielsen challenges common assumptions about Antarctica's past and present, encouraging readers to rethink their own relationship with the Far South"--. - "In Brand Antarctica Hanne Elliot Fønss Nielsen analyses advertisements and related cultural products to identify common framings that have emerged in representations of Antarctica from the late nineteenth century to the present"--
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| ISBN | 9781496221216
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