The various representational strategies that are employed by Australia's most popular beer represent the discourses and ideals of its citizens.

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AHMED 12888463 The various representational strategies that are employed by Australia’s most popular beer represent the discourses and ideals of its citizens.                                                         Various visual images are employed in the advertising of Victoria Bitter (VB) in order to convey it as the “working class man’s drink.” Among these images are males employed in the physically demanding industries of farming and mining. Historically, this testifies to the fact that Australia’s wealth was born of the land, her natural resources and the hard work of her people. Thus “The Australian Way of Life” was founded upon manual labour. From the convicts of Botany Bay to the early farming pioneers, the colonisation of Australia was not easy.  As a result of this, Australians culturally have a deep respect for those who work hard against the odds; hence the term “little Aussie battler” was coined. Even today, Australian’s are known far more for their physical prowess, demonstrated through sporting achievements than any other field. VB advertisements convey and naturalise the image of “working class,
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little Aussie battler doing it tough” by themselves in the bush, when in fact, Australia is one of the most urbanised nations in the world, with over 70% of its population living in major cities. VB television adverts depict males drinking in stereotypical, small town Aussie pubs, which serve to foster a sense of community amongst its consumers, VB prides itself on being the only Australian beer to have broken through the barriers of “Australia’s culturally entrenched state beer obsession” (Parkes qtd in Australianbeers.com). This collaboration of “state culture” to form a homogenised Australian culture relates to the use of ...

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