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Gender, Advertising and Ethics: Marketing Cuba

Nigel Morgan Orcid Logo, Annette Pritchard

Tourism Planning & Development, Pages: 1 - 18

Swansea University Author: Nigel Morgan Orcid Logo

Abstract

Online advertisements are representations of ethnographic knowledge and sites of cultural production, social interaction and individual experience. Based on a critical discourse analysis of an online Iberia Airlines advertisement and a series of blogs, this paper reveals how the myths and fantasies...

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Published in: Tourism Planning & Development
ISBN: ISSN: 2156-8324
ISSN: 2156-8316 2156-8324
Published: 2017
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa36343
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first_indexed 2017-10-29T20:04:18Z
last_indexed 2019-07-24T15:02:41Z
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spelling 2019-07-24T11:50:50.8119434 v2 36343 2017-10-29 Gender, Advertising and Ethics: Marketing Cuba ea277c665892a288a157e9d86ea8a068 0000-0002-4804-4972 Nigel Morgan Nigel Morgan true false 2017-10-29 Online advertisements are representations of ethnographic knowledge and sites of cultural production, social interaction and individual experience. Based on a critical discourse analysis of an online Iberia Airlines advertisement and a series of blogs, this paper reveals how the myths and fantasies privileged within the discourses of the advertising and travel industries entwine to exoticise and eroticise Cuba. The paper analyses how constructions of Cuba are framed by its colonial past, merging the feminine and the exotic in a soft primitivism. Tourism is Cuba’s largest foreign exchange earner and a significant link between the island and the global capitalist system. These colonial descriptions of Cuba create a rhetoric of desire that entangles Cuba and its women in a discourse of beauty, conquest and domination and have actual consequences for tourism workers and dream economies, in this case reinforcing the oppression of Afro-Cuban women by stereotyping and objectifying them. Journal Article Tourism Planning & Development 1 18 ISSN: 2156-8324 2156-8316 2156-8324 advertising; ethics; social responsibility; airlines; race. 31 12 2017 2017-12-31 10.1080/21568316.2017.1403372 http://www.tandfonline.com/action/journalInformation?journalCode=rthp21 COLLEGE NANME COLLEGE CODE Swansea University 2019-07-24T11:50:50.8119434 2017-10-29T17:23:39.5528244 School of Management Accounting and Finance Nigel Morgan 0000-0002-4804-4972 1 Annette Pritchard 2 0036343-29102017172507.pdf CubaTourismAdvertisingandEthicsFinalAuthorVersion.pdf 2017-10-29T17:25:07.7870000 Output 520489 application/pdf Accepted Manuscript true 2018-11-27T00:00:00.0000000 true eng
title Gender, Advertising and Ethics: Marketing Cuba
spellingShingle Gender, Advertising and Ethics: Marketing Cuba
Nigel Morgan
title_short Gender, Advertising and Ethics: Marketing Cuba
title_full Gender, Advertising and Ethics: Marketing Cuba
title_fullStr Gender, Advertising and Ethics: Marketing Cuba
title_full_unstemmed Gender, Advertising and Ethics: Marketing Cuba
title_sort Gender, Advertising and Ethics: Marketing Cuba
author_id_str_mv ea277c665892a288a157e9d86ea8a068
author_id_fullname_str_mv ea277c665892a288a157e9d86ea8a068_***_Nigel Morgan
author Nigel Morgan
author2 Nigel Morgan
Annette Pritchard
format Journal article
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publishDate 2017
institution Swansea University
isbn ISSN: 2156-8324
issn 2156-8316
2156-8324
doi_str_mv 10.1080/21568316.2017.1403372
college_str School of Management
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hierarchy_parent_title School of Management
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url http://www.tandfonline.com/action/journalInformation?journalCode=rthp21
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description Online advertisements are representations of ethnographic knowledge and sites of cultural production, social interaction and individual experience. Based on a critical discourse analysis of an online Iberia Airlines advertisement and a series of blogs, this paper reveals how the myths and fantasies privileged within the discourses of the advertising and travel industries entwine to exoticise and eroticise Cuba. The paper analyses how constructions of Cuba are framed by its colonial past, merging the feminine and the exotic in a soft primitivism. Tourism is Cuba’s largest foreign exchange earner and a significant link between the island and the global capitalist system. These colonial descriptions of Cuba create a rhetoric of desire that entangles Cuba and its women in a discourse of beauty, conquest and domination and have actual consequences for tourism workers and dream economies, in this case reinforcing the oppression of Afro-Cuban women by stereotyping and objectifying them.
published_date 2017-12-31T03:49:25Z
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