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The Portrayal Of Aboriginal Spiritual Identity In Tourism Advertising: Creating An Image Of Extraordinary Reality Or Mere Confusion?, Alan A. Pomering

Faculty of Commerce - Papers (Archive)

This paper considers how Aboriginal identity and spirituality are appropriated to construct national identity for an Australian tourism advertising campaign, and proposes a research agenda to investigate whether incongruity, based on consumers’ prior knowledge of Indigenous Australians’ real everyday identity, might reduce advertising effectiveness.