Imagine Paradise in Ads

Imagination and Visual Matrices in Tourism and Consumer Culture

Anne Marit Waade

Imagining Paradise and the Tropical Dream in Tourism Culture

> Tourist Imagination > Hawaii > Virgin and Untouched >Sunrise and Sunset

Imagining Paradise in Religion and Art History

Paradise in Tourist Ads: Tjaerborg, Star Tour and Turkish Tourist Agency

Bacardi ads Displaying the Tropical Dream

Santiago de Cuba - pinagmulan ng Bacardi - Cuban heritage = "branding strategy"

'70s - '80s - pagpapalabas ng screen advertisements

Bacardi ads Displaying the Tropical Dream

Waade: 3 subcategories 1. facts about the product (origin, Bacardi products, drink receptions) 2. "paradise island"

3. sculptural, sensuous object (both the bottle and liquid)

Bacardi ads Displaying the Tropical Dream

"intoxication" - aesthetic concept = Caribbean paradise = katangiang sensual
http://www.youtube.com/watch?v=8c26JQOouoI
http://www.youtube.com/watch?v=tyfUai0hpmM

Bacardi ads Displaying the Tropical Dream

beach - palm trees - sun - woman visually - imahinasyon ng lalaki --> "alcoholic hallucination" auditory - erotic feelings - smooth, cool way to pleasure

Bacardi ads Displaying the Tropical Dream

1. tropical paradise matrix ---> modern tourism industry tropical beach scenery = modern mass tourism

Bacardi ads Displaying the Tropical Dream

2. intoxication + imagination + tropical dream = PARADISE MATRIX

3. imagination --> communicative strategy

Lottery Commercials: A Daydreamer's Paradise

- paggamit ng dalawang lugar 1. kaakit-akit 2. nakatutukso

- "quit your job"

- kasikatan

Lottery Commercials: A Daydreamer's Paradise

Bacardi ads = imahinasyon
Bacardi ads x babae --> mas malawak ang imahinasyon

Paradise as Beachscape & Bodily State: Transformation & Transportation

Lfgren: half-naked hula girls (X)

Paradise as Beachscape & Bodily State: Transformation & Transportation

Paraiso ayon sa sekular na kultura:

1. partikular o tiyak na imahen 2. mitolohikong konsepto

3. panandaliang konsepto

Paradise as Beachscape & Bodily State: Transformation & Transportation

Wamberg: Macro-historic point of view

- pagmumuling-buhay (revival) - pagtingin ng tao - walang mga hayop - ibang gamit ng tubig

Paradise as Beachscape & Bodily State: Transformation & Transportation

transportasyon + pagbabagong-anyo = IMAHINASYON Bacardi ads --> intoxication + eroticism

= imagination PARADISE IMAGE MATRIX = IMAGINING THE GOOD LIFE