Post 1: New Zealand's Touristic Stereotype

The tourism ad 100% Pure New Zealand shows a touristy stereotype of New Zealand. The project's goal is to attract tourists from all around the world through promotional videos and ads. The videos typically feature aerial shots of mountains, blue lakes, colorful valleys, and rocky beaches. Travelers are seen walking through national parks, canoeing, and enjoying wide vistas that look unaffected by modern life.

The commercial explores well-known preconceptions and aesthetics of New Zealand. New Zealand is typically described as a stunning paradise full of adventure and outdoor activities for all types of people. Popular themes include snow-covered mountains, pastures and grass filled iwth wildlife like sheep and extreme sports such as bungee jumping. 

The tourism stereotype uses the use of visuals and tone together to produce a particular essence of New Zealand. The word "100% Pure" refers to environmental purity and originality, which implies that New Zealand is cleaner and more natural than other areas. Vibrant colors of green and 360-degree landscapes add to a relaxing and even somewhat of a mysterious atmosphere. However by doing  this, the image and ad simplifies the country's reality. The advertisement rarely displays everyday life in New Zealand, which includes cities and the country's many cultures. Māori culture is often depicted through metaphors rather than in today's context.Despite these simplified views, the tourist stereotype still remains strong. New Zealand's urban society and tourist organizations often fail to recognize Māori culture. The marketing generates a strong, widely recognized catchphrase by simplifying an abstract location into simple and memorable visuals.