HOW CAN ADVERTISING CAMPAIGNS APPEAL TO A SENSE OF AUSTRALIANNESS Introduction • Australian culture • Mass media Thesis Statement The essay will feature the three main advertising factors that are focused by Australian Advertising agencies which is humor, masculinity, animals and which is the most appeal to a sense of Australianness. Body 1. Humor • Humor is one of the most commonly used emotional appeals in advertising (Boria 1998). • Many companies prefer humor to be in the advertising in order to grab consumer's attention. 2. Masculinity • Men are the one who are more likely to show national identity in Australian television advertisement (Hogan 2005, pp.198). • Most of Beer advertisement in Australia promotes communal type of masculinity• Walter J. Thompson, the CEO of Burt Manning, one of the largest advertising company once said "People don't drink beer, they drink its advertising' (Katie 2013). 3. Animals • The main purpose of using animal characters is to attract buyers, enhance identification and memory of the product in order to achieve promotional continuity (Phillips, 1996) • Kangaroos and koalas give Australians sense of belonging and nationalism which advertisers take advantage from there by showing these animals to give an impression of Australianness. Conclusion In the essay I explain how advertisers use the three main factors and determine which one is the most appeal to a sense of Australianness. Humor is the most important in Australian advertisement, is more complex and exclusive because advertiser try to communicate to Australian people and the humor used in the commercials cannot be understandable by any other society only can be understandable by Australian. Personally, in order to make the campaigns more appeal to Australianness is to combine the three factors which is humor, masculinity, and animal