Nationalism in a multinational marketing campaign

What is it about?

This study examines how advertising discourse establishes a link between nation states and multinational corporations in the context of a marketing campaign of the multinational supermarket chain Woolworths in Australia.

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Why is it important?

Multinational corporations use nationalism as a marketing tool to promote products. As marketing facilitates positive images of the nation, it covertly contributes to people's understanding of identity. This study aims to provide a better understanding of banal nationalism, nationalism in business discourses and imagined communities.