Brand Antarctica : How Global Consumer Culture Shapes Our Perceptions of the Ice Continent / Hanne Elliot Fønss Nielsen.

Format:

Book

Author/Creator:

Nielsen, Hanne Elliot Fønss, author.

Series:

Polar symposia.

Polar Studies

Language:

English

Subjects (All):

Tourism--Marketing.

Tourism.

Branding (Marketing)--Antarctica.

Branding (Marketing).

Nature in advertising--Antarctica.

Nature in advertising.

Advertising--Tourism--Antarctica.

Advertising.

Antarctica--Discovery and exploration.

Antarctica.

Physical Description:

1 online resource (268 pages)

Edition:

First edition.

Place of Publication:

Lincoln, Nebraska : University of Nebraska Press, [2023]

Summary:

"Antarctica is, and has always been, very much "for sale." Whales, seals, and ice have all been marketed as valuable commodities, but so have the stories of explorers. The modern media industry developed in parallel with land-based Antarctic exploration, and early expedition leaders needed publicity to generate support for their endeavors. Their lectures, narratives, photographs, and films were essentially advertisements for their adventures. At the same time, popular media began to use the newly encountered continent to draw attention to commercial products. These advertisements both trace the commercialization of Antarctica and reveal how commercial settings have shaped the dominant imaginaries of the place. By contextualizing and analyzing Antarctic advertisements from the late nineteenth century to the present, Brand Antarctica identifies five key framings of the South Polar continent: a place for heroes, a place of extremity, a place of purity, a place to protect, and a place that transforms. Demonstrating how these conceptual framings of Antarctica in turn circulate through our culture, Hanne Elliot Fonss Nielsen challenges common assumptions about Antarctica's past and present, encouraging readers to rethink their own relationship with the Far South"-- Provided by publisher.

"In Brand Antarctica Hanne Elliot Fonss Nielsen analyses advertisements and related cultural products to identify common framings that have emerged in representations of Antarctica from the late nineteenth century to the present"-- Provided by publisher.

Contents:

Heroic Antarctica : sponsorship and the selling of narrative in the age of heroes

In the footsteps of heroes : reprising and rethinking historic links

Cold weather branding : superlatives and survival on "Continent 7"

Purifying Antarctica : clean, wild and untouched

Fragile Antarctica : ice-washing and protecting the penguins

Destination Antarctica : tourism and the polar product

Conclusion : brand Antarctica, past, present and future.

Notes:

Description based on print version record.

Includes bibliographical references and index.

Other Format:

Print version: Nielsen, Hanne Elliot Fønss Brand Antarctica

ISBN:

9781496238252

1496238257

9781496238245

1496238249

OCLC:

1407215018