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Sunday, February 06, 2005, 20:49

What ads tell you about New Zealands and Australians

The New Zealand Herald

For New Zealanders the land represents everything that is pure and authentic. It's. the essence of who we are. We love it so much that we fear losing it which is why we get so upset about foreign ownership and Maori claims to the foreshore. But Australians see the land as something to be tamed. The land is something to be observed, or crossed, not something to integrate with.

Buy it or not - and being from an advertising agency they hope you do - these are some of the results of an eight-month study by FCB New Zealand. Chief executive Nick Baylis analysed advertisements in both countries. "This piece of research gives us the jump on everyone else because it uses semiotic and anthropological studies that people in New Zealand just don't use" >> continue

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