The advertisement under analysis is a
promotional text featured on the Tourism
Australia website. It aims to attract potential
travelers to explore domestic tourism options in
Australia. Through a combination of textual and
visual elements, the advertisement seeks to
captivate its audience and persuade them to
choose an adventure in Australia. This analysis
will examine the literary features and persuasive
techniques employed in the text, as well as the
visual composition, to uncover the
advertisement's e ectiveness in promoting
domestic tourism.
The advertisement opens with a rhetorical
question: "Would dad rather aftershave or an
adventure?" This question immediately engages
the reader and prompts them to consider the
choices presented. However, the question
employs a logical fallacy of false equivalence by
juxtaposing aftershave with a holiday getaway.
This fallacy attempts to elevate the value of the
travel experience by suggesting that it
surpasses any material gift. By appealing to the
reader's emotions and desire for adventure, the
advertisement aims to position the travel
experience as the superior option.
The use of the word "dad" establishes a familiar
and intimate tone, creating a personal
connection with the reader. This choice of
language suggests that the writer and the reader
share a familial bond. By appealing to the
reader's emotions through this familial
connection, the advertisement aims to evoke a
sense of relatability and persuade them to
consider the travel experience as a meaningful
gift for their fathers.
An interesting aspect of the advertisement is the
use of the term "Australia" to address the
audience. Instead of referring to the readers as
"Australians," the advertisement employs the
name of the country itself. This choice of
language fosters a sense of collective identity
and national pride. By referring to the readers as
"Australia," the advertisement suggests that the
people and the country are inseparable,
appealing to a sense of patriotism and unity.
The rst-person plural pronoun "we" is
consistently employed throughout the
advertisement, creating a sense of inclusivity
and shared experience. By using "we," the
advertisement establishes a collective identity
between the readers and the promotional
message. It invites the readers to align
themselves with the advertised destination and
positions Australia as a desirable and accessible
travel experience. This technique aims to
generate a sense of community and
camaraderie among potential travelers.
The advertisement employs the imperative voice
to direct the readers' actions. The phrase "visit
australia.com" commands the readers to take
action and explore the website for travel
options. This use of the imperative voice creates
a sense of urgency and compels the readers to
actively consider and engage with the
promotional message. By positioning the
advertised destination as an essential and
worthwhile experience, the advertisement
e ectively encourages the readers to seriously
consider domestic tourism in Australia.
In terms of visual elements, the advertisement
features a captivating image that complements
the textual message. The photograph depicts a
picturesque sunset or sunrise sky, evoking a
sense of beauty and inspiration. By juxtaposing
the text over the sky, the advertisement
associates the words with dreams and
aspirations, suggesting that the travel
experience in Australia can ful ll these desires.
The inclusion of a map of Australia with an
adverb of place in the center further emphasizes
the country as the focal point of the travel
experience, highlighting its signi cance and
encouraging exploration.
The composition of the photograph is carefully
constructed to evoke speci c emotions and
associations. The individuals portrayed in the
image are predominantly facing the sun,
symbolizing enlightenment and positivity. The
positioning of the characters suggests a sense
of adventure and optimism. Notably, the
representation of a family enjoying the travel
experience is prominently featured. This familial
representation aims to appeal to the readers'
emotions and emphasize the idea of shared
experiences and bonding. The visible face of the
mother, smiling and engaged with her family,
implies that the travel experience is not limited
to the father alone but extends to the entire
family. This inclusion suggests that the
adventure in Australia is a gift that can be
enjoyed by all family members, further
enhancing the appeal of the domestic tourism
being promoted.
The visual elements of the advertisement also
utilize colors to evoke speci c emotions and
associations. The predominant colors of blue
and gold create a sense of abundance and
positivity. The blue sky and golden accents
symbolize happiness, freedom, and warmth.
These colors elicit a positive emotional response
and contribute to the overall appeal of the travel
experience in Australia. The visual composition
of the advertisement evokes a sense of awe and
beauty, capturing the readers' attention and
enticing them to consider exploring the country.
The photograph in the advertisement portrays a
stadium climb, suggesting a thrilling and
adventurous experience. The image depicts
individuals positioned atop a stadium, evoking a
sense of achievement and excitement. The lines
of the stadium resemble a path leading to rolling
hills, symbolizing a journey and exploration. The
empty stadium creates a sense of anticipation
and exclusivity, suggesting a private and
personalized experience for the travelers. This
representation appeals to the readers' sense of
adventure and entices them to embark on a
unique and unforgettable journey in Australia.
The presence of a camera glint in the image
suggests that the travel experience will create
lasting memories for the family. It implies the
capture of special moments and highlights the
signi cance of the trip as a gift that goes
beyond the immediate experience. The tilted
camera angle dramatizes the height of the
climb, adding a sense of excitement and thrill.
Additionally, the absence of arti cial lighting in
the stadium and the illumination provided by
natural light reinforce the idea of experiencing
the authentic beauty of Australia. This suggests
that the country's natural attractions are enough
to create a remarkable and memorable travel
experience.
In conclusion, the analyzed advertisement
e ectively utilizes a combination of textual and
visual elements to promote domestic tourism in
Australia. The rhetorical questions, familial
language, and inclusive tone establish a
personal connection with the readers and evoke
a sense of relatability. The visual composition,
with its captivating image, colors, and
representation of adventure and family bonding,
successfully captures the readers' attention and
appeals to their emotions. By emphasizing the
shared enjoyment, lasting memories, and beauty
of the travel experience in Australia, the
advertisement e ectively promotes domestic
tourism and encourages potential travelers to
choose an adventure in Australia as a
meaningful gift.