Tourism Australia (Advertisement) – How are text and image used in this advertisement to
promote domestic tourism?
The image of three people standing knee-deep in a lake on a clear, sunny day not only
promotes the natural beauty and accessibility of Australia but also suggests a relaxing and
rejuvenating experience for domestic tourists. The serene and picturesque setting of the
lake in the image highlights the sense of peace and tranquility that is often associated with
nature. Lakes are often popular tourist destinations as they offer a peaceful escape from the
hustle and bustle of city life, and this image encapsulates the quintessential Australian travel
experience.
The use of a clear, sunny day in the image creates an idyllic setting that is both inviting and
inspiring, and the text "Australia, the best is in your backyard" further reinforces the idea of
the accessibility of domestic travel. The combination of image and text effectively promotes
domestic tourism by emphasizing the convenience and affordability of exploring one's own
backyard. This is particularly important given the current cost of international travel is
increasing, and domestic tourism is the preferred option for many.
The image of the three people standing in the lake not only conveys a sense of relaxation
but also a sense of community and togetherness. The people in the image appear to be
friends or family members, suggesting that domestic travel can be a great opportunity to
spend quality time with loved ones. The use of the word "your" in the accompanying text
creates a personal connection with the viewer and encourages them to imagine themselves
in a similar setting with their own friends and family. This not only promotes the idea of
domestic travel but also reinforces the importance of social connection, which has become
increasingly significant in the current times.
In conclusion, the advertisement effectively uses a combination of image and text to
promote domestic tourism in Australia. The image of three people standing knee-deep in a
lake on a clear, sunny day conveys a sense of relaxation, community, and the natural beauty
of Australia. The accompanying text emphasizes the accessibility and convenience of
domestic travel, making it an ideal option for those seeking a getaway from the stresses of
daily life. The advertisement successfully encourages viewers to explore the beauty of their
own country, spend quality time with their loved ones, and take advantage of the unique
travel opportunities that exist right in their own backyard.