Abstract
For over a decade the Qantas Spirit of Australia advertising campaign has worked to incite pride and nostalgia in Australian consumers. Its widespread success has led to four renewed television commercials, strategically released to coincide with key (inter)national sporting events, including the 2000 Sydney Olympics and the 2004 Rugby World Cup. All four Spirit commercials feature children singing Peter Allen's I Still Call Australia Home in picturesque global and national landscapes. As a result of the Spirit campaign's widespread success, Peter Allen's song has become almost synonymous with the Qantas brand. The iconic Spirit commercials are exemplary in (re)affirming the public consciousness towards Australian childhood identity. Exploring national issues of freedom, race, youth and adventure, the commercials are situated among diverse social signs that attempt to typify Australian children. Influenced by post-structural theoretical frames, the author analyses the ‘social’ semiotic dimensions of these advertisements. His intention is to contribute to understandings of the discursive constitution of Australian childhoods in advertising. The unique iconic status of the Spirit campaign, he argues, lies in its capacity to be commensurate with, and (re)affirm, Australia's public perceptions of self and community.
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