Brereton, United Permanent Moneybox, 1996

Please click on chapter headings below to download PDFs of text and images

Advertising Uluru: Commercial Images of Ayers Rock

PhD Thesis by Kurt Brereton (UTS,1995)

Hard copy is available for loan from University of Technology Sydney library

Contents

Abstract (html page)      

Introduction - Advertising Uluru: A Critical Approach 104k
i The Growth of Advertising Studies in Australia
ii An Issue of Regulation
iii Two Names for One Rock

Chapter I - Inventing Ayers Rock 424k
1.1 Naming The Rock
1.2 A Grand Sight: Gosse’s Image
1.3 Ernest Giles: Romancing the Rock
1.4 Well whose rocks are they mate? – The Olgas Winfield Campaign

Chapter II - The Centre of Attention388k
2.1 Anxieties of the Empty Centre
2.2 Plato’s Vision Imported
2.3 Somewhere in Australia
2.4 Scopic Regimes of Space
2.5 Bending Time at the Centre
2.6 Rock Fantasies
2.6 Red Centre/Red Heart/Dead Heart/Navel
2.7 Outback Orientalism

Chapter III - Imaging Anangu 404k
3.1 Framing Images of Anangu
3.2 Uluru: The Wild Rock
3.3 Stasis and Mobility

Chapter IV - Advertising The Rock 1.1mg
4.1 A Taste of Australia: The McDonalds
4.2 A Legend Built to Last: Ford Falcon
4.3 The National Money-Box: United Permanent Building Society
4.4 Sucking Rocks: Soothers Cough Drops
4.5 The Hollow Rock
4.6 Rock, House and Garden
4.7 The Abject and Sublime Rock
4.8 Rock Utopias
4.9 A Malibu Fantasy
4.10 The Coastal Rock

Chapter V - Tourist Images of Uluru 1.1mg
5.1 Outback Tourism
5.2 Tourism Comes to Uluru
5.3 Myths of Pilgrimage
5.4 Climbing the Rock
5.5 Yulara: A New Set of Dreams
5.6 Photographing the Rock
5.7 Colours and Moods
5.8 The Bicentennial Rock
5.9 The Big Rock: Leyland Brothers World
5.10 The New Age Rock

Chapter VI - The Politics of Regulation416k
6.1 The Handback
6.2 Advertising Banned from The Rock
6.3 Regulating Commercial Images of Uluru
6.4 Current Advertising Industry Policy
Conclusion
Recommendation

Bibliography 216k

Appendixes (not available as PDF files)
Appendix 1: Tourist numbers: 1952 – 1984
Appendix 2: Applications for Commercial Filming: 1980 – 1988
Appendix 3: Frequency of Images (TV, Books, Magazines):
1874 – 1990 213
Appendix 4: Frequency of Images in Walkabout and
Australia Today Magazines: 1918 – 1974
Appendix 5: Frequency of Advertisements across Print, TV, Cinema:
1955 – 1990
Appendix 6: Filming Guidelines for Uluru (Ayers Rock – Mt Olga)
National Park: 1988