<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Paradise has been a significant concept in tourism as well in consumer culture. The present article demonstrates how paradise is presented as visual, spatial and ideal concepts in ads, and how they illustrate imagination as a central communicative effect in marketing and consumer culture. Through an analysis of selected consumer and tourism ads for TV and cinema presented in Denmark, the author points out different ways of reflecting viewers’ imagination of paradise as a place and condition. The author outlines a theoretical framework for understanding imagination from a media-specific perspective as involving cognitive, emotional and sensuous processes, respectively, and looks at how paradise, as an active and present visual matrix in tourism and consumer communication, has a specific appeal to viewers’ imagination.</p></abstract>

Paradise has been a significant concept in tourism as well in consumer culture. The present article demonstrates how paradise is presented as visual, spatial and ideal concepts in ads, and how they illustrate imagination as a central communicative effect in marketing and consumer culture. Through an analysis of selected consumer and tourism ads for TV and cinema presented in Denmark, the author points out different ways of reflecting viewers’ imagination of paradise as a place and condition. The author outlines a theoretical framework for understanding imagination from a media-specific perspective as involving cognitive, emotional and sensuous processes, respectively, and looks at how paradise, as an active and present visual matrix in tourism and consumer communication, has a specific appeal to viewers’ imagination.

Imagine Paradise in Ads

Ph.D., Associate Professor, Department of Information and Media Studies, Aarhus University

Nordicom Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Imagination and Visual Matrices in Tourism and Consumer Culture

Paradise has been a significant concept in tourism as well in consumer culture. The present article demonstrates how paradise is presented as visual, spatial...

Imagine Paradise in Ads

Published Online: Jan 30, 2017

Page range: 15 - 33

DOI: https://doi.org/10.1515/nor-2017-0118

Keywords
ads, visual culture, imagination, paradise, tourism, consumer culture

© 2010 Anne Marit Waade, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Imagine Paradise in Ads

Published Online: Jan 30, 2017

Page range: 15 - 33

DOI: https://doi.org/10.1515/nor-2017-0118

Keywordsads, visual culture, imagination, paradise, tourism, consumer culture

© 2010 Anne Marit Waade, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
ads, visual culture, imagination, paradise, tourism, consumer culture