Wednesday 9:30am tutorial with Matt Loads
The Melbourne Food and Wine Festival 2009 television advertisement
brand our city as one of food and wine. In the chosen festival advertisement, we as the audience become subject to notions of social and cultural significance in food as a shaper for one’s identity, and the identity of worldwide cities, which according to Hall, Mitchell and Sharples (2003) has increased in the recent years due to changes in specified food and tourism promotion. In comparison to previous
The Melbourne Food and Wine Festival 2009 promotional television advertisement communicates and promotes the city’s annual
hospitality
based
celebrations,
which run from the 7th to the 23rdof March 2009. This is an annual event hosted in Melbourne, which aims to attract national visitors to the city of Melbourne in favour of the cities home grown and
years, the media is now ìdedicated to food and the places that food comes from, that explicitly connects food and tourismî (Hall, Mitchell and Sharples 2003). The reason for this dedication by Melbournians can be related to the advertising industries idea of co-branding. In terms of the advertisement there is a suggested marriage between food, tourism, people and their city.
multicultural hospitality industry. In terms of the advertising strand, the clip itself
When further analysing this advertisement
aims to communicate a marriage of
in terms of its professional strand, we are
Melbourne and food for the audience,
also able to see how we are being given a
through filming symbols of the produce
suggestion that the role of food and culture
industry. Chefs, life size pieces of cutlery,
are in fact communication instruments in
and prominent buildings and architecture
themselves.
throughout Melbourne’s city grid are all
advertisements enable us to view food as
created by the advertising industry to
an abstract idea Douglas and Gross (1981)
With
the
idea
that
state that ìhuman food is a prime 2
constituent of social relationsÖalso that it
(1961) note that ìby tapping into regions
conveys social meaningsî.
of strong belief, high involvement yields
Through analysing the ways in which this advertisement has created links for the audience in culture, tourism and the city, we are able to see how advertising uses communication to brand the place we live in. The festival is promoted as one of tasting
and
testing
the
dishes
cognitive changeî,
in
this
case,
the
Melbournian who is regularly involved in such activities of city hustle and bustle, feel
an
instant
connection
to
the
advertisement. ACDC Lane, Melbourne
of
Melbourne, therefore inviting tourists to ‘taste and test’ Melbourne life itself in travelling to the city’s famous Flinders Street Station, and Yarra River (shots of such
architecture
as
evidence
are
documented in the advertisement). Here we see the importance of
personal
connections. Sherif and Hovland’s (1961) reveal the effectiveness of advertising in particularly in
terms
of
involvement
the level and
of
receptivity.
audience When
applied to the food and wine festival advertisement it is proved that personal connections developed between people and recognisable results in a high level of interactivity.
Located off Flinders Lane in the heart of Melbourne’s central
business district,
ACDC Lane was renamed in October 2004 from Corporation Lane. The new name being in honour of the legendary rock band ACDC. The former Corporation Lane is home to Cherry Bar, one of Melbourne’s
The footage centres in on the idea of
most infamous rock and roll bars. Cherry
Melbourne’s architectural historical sites
Bar’s owner James Young has been quoted
such as Flinders Street station and the
referring to Melbourne as ‘the rock capital
infamous laneways. Sherif and Hovland’s 3
of the world’, and also states that his
appealing through marketable images of
business has increased profits since the
place, in which culture and the arts thrive
renaming occurred. (Mitchell 2010)
as business dedicated to leisure and
The new identity created for the laneway as a ‘hip bohemian hangout’ has been used as an advertising platform to promote small business in the area, enhance tourism prospects, and brand Melbourne as a ‘world city’, on a par with London and New York who also have streets named after famous bands.
ACDC Lane has made a landmark of the laneway to further sustain the city’s burgeoning laneway culture (Fung 2006). Melbourne’s laneways have emerged as ‘funky’ European style urban spaces and have been marketed in recent years as sophisticated places of mystery and excitement, and a space to indulge in the cultural recreations of shopping, dining and drinking (Fung 2006). . In terms of the advertising profession, the re-branding of Corporation lane could be viewed as a place-making strategy that upholds the value
can see that the creation of ACDC Lane not only represents Melbourne’s desire to lay claim on ACDC’s international appeal and be counted as a ‘world city’, but is an example of commercial imperatives that have been implemented by the city council to entice local and international investment (Fung 2006).
The renaming of Corporation Lane to
marketable
consumption (Fung 2006). From this we
of
the
Destination branding and place-making strategies, such as the creation of ACDC Lane are an advertising tool used to promote a city on a global scale to boost tourism and the economy. James Young makes claim that the number of visitors to ACDC Lane has increased since the name change in 2004 (Mitchell 2010). The name change has also led the way for a number of arts based cultural events within the laneway, including regular weekly concerts at Cherry Bar, ACDC tribute nights and the annual Cherry Rock Music Festival.
pre-existing
Donald and Gammack’s observations of
laneway culture, with the added allure of
the city as a marketplace that can be
Melbourne’s
branded and advertised as a product is
underground
night
time
economy. A city’s identity is increasingly made
highlighted by the creation of ACDC Lane. Changing the name of the laneway to 4
ACDC Lane instantly marks Melbourne as
tourism
an urban space that is hip and in touch
constructed in our imagination through
with popular culture; here we can see that
advertisements and media’ (Morgan &
the naming of
this lane serves an
Pritchard 2000). This consumer evoking
advertising purpose. The name change
poster, demonstrates Melbourne’s love for
attracts visitors to the area to come and see
diversity in city life ‘Melbourne is a city
a space that is named after one of
with endless options. The city sweeps
Australia’s most successful alternative
you up into lane ways and libraries,
rock groups and interpolates the people
attractions, art galleries, parks, theatres
occupying that space to feel as if they are
and a vibrant waterfront atmosphere’
‘cool’, much like the members of ACDC,
(Anonymous n.d., That’s Melbourne).
and spend their money at the businesses in
This in itself demonstrates the ability for
and surrounding the laneway.
cities to be advertised through emotion
Dave Hughes Comedy Festival Poster
evoking
experiences
language.
In
are
terms
literally
of
the
profession, we may use the term ‘branded’ to discuss how this poster relates to Melbourne
through
communication
strategies(Donald & Gammack 2007).
Morgan, N & Pritchard (2000) give a solid overview of the importance of advertising, particularly advertising keyed towards cities and culture through, explaining This advertisement for comedian, Dave
strategies of effective advertising and the
Hughes featuring the Melbourne Comedy
outcomes of such marketing tools. All city
Festival, is located on a construction site
based advertisements take part in an
wall on Swanston Street. In terms of the
overall marketing scheme to increase
advertising strand, the poster uses bright,
tourism, as revealed in the Dave Hughes
contrasting colours and bold font to attract
poster, which draws upon Melbourne’s
attention and persuade consumerism as a
entertainment industry to people not only
response from the viewer, ‘Leisure and
in the city, but interstate visitors who may 5
view
the
comedian
cultural
on the heavily marketed idea of Melbourne
and
as a multicultural hub. When a city is
entertainment. Through this strategy, we
‘branded,’ this form of advertising may in
can see that by drawing in on cultural
turn increase tourism, marketing and
strong
credible
regional development. This advertisement
information, advertising may change the
encourages the audience and prospective
perception of an event or product for a
consumers to view not only the event, but
person.
also the city as a desirable product.
representative
of
points,
as
a
Melbourne
colours
and
In the case of Dave Hughe’s
Comedy Festival poster, a person may be influenced by advertising in such a strong
‘That’s Melbourne’ website provides a
way that having initially no desire at all to
practical example of how advertising is
attend the event, after seeing the poster
used for consumers in the city of
their initial motives may be altered by the
Melbourne, and boasts similarities to Dave
connections it suggests to the city itself.
Hughe’s comedy festival poster. In the website’s
Donald, S & Gammack (2007) the
profession
of
describe
advertising
in
communication streams further and expand upon such ideas.
Melbourne is not
mentioned in this extract, but the term 'branding' may be applied to our city, and provides yet another point of advertising used within many cultures. Melbourne’s image of 'endless opportunities' is a 'brand' created by many seen throughout the city. From the feature poster of Dave Hughes entertainment, to our city’s European influenced lane ways, Melbourne boasts a combination
of
home
grown
and
international alluring qualities. This draws
introduction,
Melbourne
is
described as a city with endless options, while this descriptive language differs to that of the Dave Hughe's poster, we can till see how language may be used in advertising for two reasons: functionality and description. While these two forms of language are quite different, it is the combination of credibility and colour, which shapes the advertising tools. This site caters for tourists and gives details on must see destinations, while also briefing on Melbourne’s history, providing credible information
for
the
consumer.
This
introduction is promoting a similar theme to that of the Dave Hughe's poster, a message which tells the audience that 6
Melbourne is the place for everything entertainment driven.
experiences. In terms of the advertising profession,
That’s Melbourne website:
such a website is integral to our cities
www.thatsmelbourne.com.au
success. Londa, Teichmamn & Zin (2009) state that current tourists gain the most information about their travel destinations from the Internet. As Melbourne aims to promote itself through a platform of online space, it is imperative that accurate destination
locations
and
details
are
provided to the viewer to increase visitors. While
one’s
own
experience
and
The ‘That’s Melbourne’ website invites
information from friends and family rate as
consumers through advertising restaurants,
highly credible respectively, the internet as
retail
Endless
a source of advertising ranks as the most
possibilities in entertainment, arts , events
credible in terms of an external information
and nightlife activities are revealed to the
source. For a taste of the city before one
audience which all boast the qualities of
has reached it, the consumer may rely on
our very own 'City Grid'. This technique
such an advertising based website.
and
boutique
stores.
of representing an array of activities promotes
awareness
of
city
based
businesses whether they be in fields of restaurants as discussed in the Melbourne Food and Wine Festival artefact, or within the field of entertainment as seen with the Dave Hughe's poster. In bringing in qualities from an array of different fields, this website consequently strengthens the reputation of Melbourne’s identity; a cultural
city
that
offers
enriching
The ‘That’s Melbourne’ website is not only advertising, but moreover ‘branding’ the city through emphasizing the fact Melbourne has something to offer for tourists and Melbournians alike. The tourism website’s key purpose in the field of advertising is to target the audience and create a desire for 'individuality' for the reader. In clicking the separate links on the page, much like one chooses the different lane ways to walk through in the city, one 7
which they can further discover the
further aid the profession, enabling them to
surrounds of the CBD.
evaluate and develop strategies in order to
Since the use of Internet technology has increased,
advertising
has
claimed
improve consumerism. The website, as a form of communication,
ownership of the medium, which it readily
provides
uses to draw visitors, advertises local
upholds the core promise of our city.
businesses
desirable
Palmer. A & McCole. P state that where
advertising
such main websites uses a explorative feel
destination’s
and
build
image.
The
a
a
virtual
experience
which
industry relies on websites as one of the
through hyperlinks,
most important communication marketing
stimulated for a similar experience in the
tools. This is seen in the discussion of
real world, in this case the urge to travel.
Wells, Spence –Stone, Moriarty and Burnett as they assert that any company
the consumer is
Reference List:
or destination’s website is an ìintegration
Donald, S. H. and Gammack, J.G. 2007
of business, marketing, and advertising
Tourism and the branded city: film and
strategiesî (2008 p.280.)
identity in the Pacific Rim, Hampshire,
Both Palmer & McCole. (2000) and
Ashgate, pp. 45-61
Londa, Teichmamn & Zin (2009) believe
Douglas and Gross, 1981, ‘Food and
that details in advertising lead to credibility
culture: Measuring the intricacy of rule
between the tourist and the medium. It is
systems’, Social Science Information, Vol.
also
20 pg.1 pp.1-2, viewed 4 March 2010-05-
deemed
that
effective use and
credibility of the website gains higher recognition from the ìpotential tourist’, therefore creating a greater sense of desire.
21 Fung, P. 2006 ‘seduction of the laneways: making Melbourne a ‘city’’, Crossings
Websites such as ‘That’s Melbourne’ not
11(2):
only
http://www.inasa.org/crossings/11_2/index.
brand
Melbourne
but
assist
advertisers in marketing factors, gathering information and monitoring the number of visits by consumers. Here we see how the
1-12.
Accessed
March
2010,
php?apply=fung G.
Greenwald,
Clark
Leavitt,
1984,
‘Audience Involvement in Advertising:
use of websites as an advertising strategy 8
Four Levels’, The Journal of Consumer
Palmer. A & McCole. P(2000) The role of
Research, Vol.11, pg. 582, viewed 7 April
electronic
2010-05-21
tourism
destination
organization,
International
Hall, Mitchell and Sharples, 2003, ‘Food Tourism Around the World, development, management and markets’, Heinemann Butterworth, Oxford, pg.26-80
Destination
persuasiveness, Cultural
Websites’
International
Tourism
and
Contemporary
creating
virtual
marketing Journal
of
Hospitality
Management,Vol.12, No.3, p.p 198-204. Wells.W Spence –Stone R, Moriarty S and
Loda.M.D, Teichmamn.K & Zins A.H 2009,
commerce
Journal
Burnett J 2008 Advetising : Principles and Practice, Pearson Education Australia, NSW.
Hospitality
Research,Vol.3 No.1.p.p70-80 Mitchell, G. 2010 ‘/DC lane to be transformed into shrine to world’favourite hard-rock
band’,
The
Herald
Sun,
February 6th, viewed 15thApril 2010 http://www.heraldsun.com.au/entertainme nt/music/acdc-lane-to-be-transformed-intoshrine-to-worlds-favourite-hard-rockband/story-e6frf9hf-1225827293976 Morgan,
N
&
Pritchard,
A
2000,
Advertising Creation, in Advertising in Tourism
and
Leisure,
1st
edn,
Butterworth- Heinemann, Oxford, pp. 387. That’s Melbourne, [Online], Available: http://www.thatsmelbourne.com.au/Places ToGo/Pages/placestogo.aspx
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