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Title: Promoting tourism, projecting power : the role of television commercials
Authors: Pan, S 
Santos, C
Kim, S 
Keywords: Television commercials
Destination image
Critical discourse analysis
Correspondence analysis
Issue Date: 2017
Publisher: Routledge, Taylor & Francis Group
Source: Journal of travel & tourism marketing, 2017, v. 34, no. 2, p. 1-17 How to cite?
Journal: Journal of travel & tourism marketing 
Abstract: 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.
ISSN: 1054-8408
EISSN: 1540-7306
DOI: 10.1080/10548408.2016.1156610
Appears in Collections:Journal/Magazine Article

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