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Analyzing The QANTAS Un-Australian Advertising Campaign

572 Words3 Pages

Television advertisements have been with us for many years now, and over time, these advertisements became more sophisticated. In the recent decade, the exploitation of patriotism has become a common theme in advertising campaigns. Two of the most successful advertising campaigns to utilise patriotism are the QANTAS "I still call Australia home" ads(2001) and the Meat and Livestock Australia "Un-Australian" ads(2008) featuring Sam Keckovich. A close examination of these commercials will demonstrate how patriotism has been depicted through a variety of audio visual techniques.

The QANTAS "I still call Australia home" advertisement appeals to audiences through a subtle mix of patriotism and popular culture. Throughout the ad, Peter Allen's …show more content…

This advertisement utilises humour in order to emphasise the message being conveyed. The highly successful and easily recognisable QANTAS 'I still call Australia home campaign' is cleverly parodied throughout this advertisement. As Keckovich appeals to his audience to consume lamb, in the background, we can see people wearing black and white choir uniforms, located amidst beautiful scenery as in the Qantas advertisement. For example, they use a windmill in the middle of a field, rainforest, the Harbour Bridge, and high mountains, clearly imitating the spectacular landscapes of the QANTAS advertisement. In addition, we can also notice the song by a choir, is similar to the tune of "I still call Australia home" and conveys the same pseudo-religious impression that the original ad did. Thus suggesting that eating lamb is somehow core to being Australian. Sam Keckovich uses a lot of slang, such as the word 'bloody', a colloquial term that the MLA defended as a commonly used expression when criticised. (Advertising Standard Bureau, 2010). Keckovich also uses some 'lambish' words, which adds to the humour of the advertisement; an example being lambathon. Using a well known spokesperson, combined with an overtly Colloquial pitch, the producers of 'Un-Australian', effectively convey patriotism, whilst successfully promoting

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