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Visual Rhetoric and Ethics in Marketing of Destinations

Campelo, Adriana, Aitken, R. and Gnoth, J. 2011. Visual Rhetoric and Ethics in Marketing of Destinations. Journal of Travel Research 50 (1) , pp. 3-14. 10.1177/0047287510362777

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The purpose of this article is to discuss the visual rhetoric of advertising in the marketing of destinations and place branding. In particular, it considers the ways in which advertisements create and reinforce meanings. Attention is also given to the ethics of representing people and places. The article provides an interdisciplinary conceptual review and uses a mixed methods approach to analyze the 100% Pure New Zealand advertising campaign. The contribution of this article is to enhance the discussion about ethics in representing places, communities, people, and their culture in destination marketing and in place brand communications.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HF Commerce
Uncontrolled Keywords: ethics; marketing of destinations; place branding; visual rhetoric
Publisher: SAGE Publications
ISSN: 0047-2875
Last Modified: 04 Jun 2017 04:24

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