TY - JOUR
T1 - Promoting Tourism, Projecting Power
T2 - The Role of Television Commercials
AU - Pan, Steve
AU - Santos, Carla
AU - Kim, Seongseop
N1 - Publisher Copyright:
© 2016 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2017/2/12
Y1 - 2017/2/12
N2 - This paper analyzes television commercials (TVCs) launched by Korea Tourism Organization (KTO) from 1999 to 2012. By repeating shots of traditional and Korean popular (k-pop) culture, high-tech machinery, and sportsmanship, it is fair to say that Korean tourism TVCs both reflected and fueled the fad a target audience has for Korea. Hence the commercials not only promoted tourism, they were also projecting national power in general and cultural power in particular. It is surmised that through power projection the TVCs intend to create a country halo effect so that the country’s products and services may enjoy an aspired added value.
AB - This paper analyzes television commercials (TVCs) launched by Korea Tourism Organization (KTO) from 1999 to 2012. By repeating shots of traditional and Korean popular (k-pop) culture, high-tech machinery, and sportsmanship, it is fair to say that Korean tourism TVCs both reflected and fueled the fad a target audience has for Korea. Hence the commercials not only promoted tourism, they were also projecting national power in general and cultural power in particular. It is surmised that through power projection the TVCs intend to create a country halo effect so that the country’s products and services may enjoy an aspired added value.
KW - Orientalism
KW - Television commercials
KW - correspondence analysis
KW - critical discourse analysis
KW - destination image
UR - http://www.scopus.com/inward/record.url?scp=84963823358&partnerID=8YFLogxK
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U2 - 10.1080/10548408.2016.1156610
DO - 10.1080/10548408.2016.1156610
M3 - Article
AN - SCOPUS:84963823358
SN - 1054-8408
VL - 34
SP - 192
EP - 208
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
IS - 2
ER -