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Imagine Paradise in Ads Imagination and Visual Matrices in Tourism and Consumer Culture

Abstract
Paradise has been a significant concept in tourism as well in consumer culture. The present article demonstrates how paradise is presented as visual, spatial and ideal concepts in ads, and how they illustrate imagination as a central communicative effect in marketing and consumer culture. Through an analysis of selected consumer and tourism ads for TV and cinema presented in Denmark, the author points out different ways of reflecting view- ers’ imagination of paradise as a place and condition. The author outlines a theoretical framework for understanding imagination from a media-specific perspective as involving cognitive, emotional and sensuous processes, respectively, and looks at how paradise, as an active and present visual matrix in tourism and consumer communication, has a specific appeal to viewers’ imagination
Publisher
Nordic Council of Ministers, Nordicom
Citation
Nordicom Review 31 (2010) 1, pp. 15-33
URI
http://hdl.handle.net/2077/37447
Collections
  • Books / Böcker
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pdf (1.066Mb)
Date
2010-06
Author
Waade, Anne Marit
Editor
Carlsson, Ulla
Keywords
Ads
visual culture
imagination
consumer culture
Publication type
article, peer reviewed scientific
ISBN
978-91-86523-05-3
Series/Report no.
Nordicom Review
1/2010
Language
eng
Metadata
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