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How Does Sam Kerokovich Use Patriotism In Advertising

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The Qantas "I Still Call Australia Home" advertisement was aired in 2001. It consisted of scenery outside Australia and 200 choir children singing "I Still Call Australia Home" written by Peter Allen in 1980. It was a very famous advertisement and so there is a parody of it. Sam Kekovich used choir children as well in his Australia week, eat lamb advertisement that aired in 2008. This essay will explore how advertising campaigns effectively use patriotism in the last decade, showing how these two advertisements use scenery and music to evoke patriotism. In the last decade, advertising campaigns have used patriotism in their advertisements to promote and sell products and services. Pride can be evoked from seeing Australian places, Australian …show more content…

Qantas has used emotional appeal so Australians begin to think using these products will show pride in Australia, in this case, after having a fun trip overseas and in the end, you will come back to Australia. Therefore, promoting with patriotism is effective for Australians.

Sam Kekovich attempts to promote Australian lamb through patriotism. He uses Australian slang and personalities, as well as humour and symbols, to help aid the promotion. Kekovich also used Australian flags around the landscape to show Australian identity. Australia's beautiful, recognisable landscape such as rainforests, cliffs and desserts. The Harbour Bridge was used in the advertisement in the end. In addition, choir children were performing a calm and relaxing song. This made the audience patriotic because of how beautiful the places around Australia. Sam Kekovich uses similar techniques to what was used in the Qantas' ad, including the choir children, the calm, peaceful music and beautiful scenery. This develops humour because of the choir children and the stereotypical statements Kekovich states. Therefore, Kekovich effectively used patriotism in his advertisement to promote and sell

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