Advertisements as tourism space: 'learning' masculinity and femininity from New Zealand television.

Abstract

AbstractThis chapter argues that television advertising representations at the tourism destination can communicate particular meanings about its peoples and values that may conflict with the projected images presented in the tourists' country of origin. The work presented in this chapter is part of a wider study that is concerned with analysing the ways in which long-stay tourists' visions of New Zealand are affected by the advertising messages they encounter. In particular, it analyses how gender is portrayed in domestic sport-oriented commercials, arguing that the advertising messages are meaningful not only for local viewers but also for visitors who see the media and learn from it.