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Caught in an inconvenient nation-branding promise: the problematic '100% pure New Zealand'

Caught in an inconvenient nation-branding promise: the problematic '100% pure New Zealand' This paper discusses the inconvenience of the hyperbolic `100% pure New Zealand' branding promise. It illustrates how a nation brand that promises so much can be at the mercy of the political swing of the pendulum. The paper reviews the unequal commitment to the brand promise by successive ideologically divergent governments and discusses the misalignment between the current government's policies and New Zealand's brand promise. It highlights recent attempts to reframe the inconvenient `100% pure' slogan instead of implementing policies and taking actions that would support the environment and therefore the nation brand. Keywords: nation branding; advertising; slogan; New Zealand; politics; government; greenwashing; framing. Reference to this paper should be made as follows: Desmarais, F. (2015) `: the problematic `100% pure New Zealand' slogan', Interdisciplinary Environmental Review, Vol. 16, No. 1, pp.1­16. Biographical notes: Fabrice Desmarais holds a PhD from University of Waikato, Hamilton, New Zealand. He is senior lecturer in the Department of Management Communication at the University of Waikato. His main area of research is advertising and culture. His work is multi-methodological and interdisciplinary, connecting advertising research with other fields and issues such as sport (endorsement and commentary), law (self-regulation of advertising), tourism (advertising as tourism http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Interdisciplinary Environmental Review Inderscience Publishers

Caught in an inconvenient nation-branding promise: the problematic '100% pure New Zealand'

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Publisher
Inderscience Publishers
Copyright
Copyright © 2015 Inderscience Enterprises Ltd.
ISSN
1521-0227
eISSN
2042-6992
DOI
10.1504/IER.2015.069395
Publisher site
See Article on Publisher Site

Abstract

This paper discusses the inconvenience of the hyperbolic `100% pure New Zealand' branding promise. It illustrates how a nation brand that promises so much can be at the mercy of the political swing of the pendulum. The paper reviews the unequal commitment to the brand promise by successive ideologically divergent governments and discusses the misalignment between the current government's policies and New Zealand's brand promise. It highlights recent attempts to reframe the inconvenient `100% pure' slogan instead of implementing policies and taking actions that would support the environment and therefore the nation brand. Keywords: nation branding; advertising; slogan; New Zealand; politics; government; greenwashing; framing. Reference to this paper should be made as follows: Desmarais, F. (2015) `: the problematic `100% pure New Zealand' slogan', Interdisciplinary Environmental Review, Vol. 16, No. 1, pp.1­16. Biographical notes: Fabrice Desmarais holds a PhD from University of Waikato, Hamilton, New Zealand. He is senior lecturer in the Department of Management Communication at the University of Waikato. His main area of research is advertising and culture. His work is multi-methodological and interdisciplinary, connecting advertising research with other fields and issues such as sport (endorsement and commentary), law (self-regulation of advertising), tourism (advertising as tourism

Journal

Interdisciplinary Environmental ReviewInderscience Publishers

Published: Jan 1, 2015

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