Destination Brand New Zealand offers a social semiotic multimodal analysis of the meaning-making processes and of the messages through which New Zealand creates and communicates its brand identity and image. In the book, Destination Brand New Zealand print ads, TVCs, and the official Tourism New Zealand website are investigated as separate textual typologies. Using multimodal transcription, macro- and micro-analysis, the author examines how each text co-deploys various semiotic modes and their affordances in the realisation of the metafunctional meanings at the heart of Brand New Zealand multimodal communication. She also discusses the emergence of Destination Brand New Zealand and of its “unique destination proposition” within the broader history of the country’s tourism industry. The analysis pursues a better understanding of destination branding as social communication and demonstrates that, through multimodal texts, destination branding creates, promotes and reinforces an official narrative of the nation and of national and cultural identity using a number of uniquely New Zealand signifiers, such as nature and Maori culture.
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