Social Change Marketing: Analysis of a Poster on Ethical NZ Tourism

This assignment provides a detailed analysis of a social change poster designed to promote ethical tourism in New Zealand, specifically targeting Asian tourists. The poster aims to influence tourist behavior by encouraging respect for the traditions, language, and culture of the Māori people. The analysis covers the poster's design elements, including the use of scenic landscapes, vibrant color palettes, and bold fonts to capture attention and convey a sense of priority. It also examines the poster's content, focusing on the images selected to represent Māori culture, such as traditional dances and the role of young women in the tribe. The message, "BE RESPONSIBLE! Its your holiday at a strangers home," is dissected to understand its intent to promote considerate behavior towards Māori values and traditions. The assignment justifies the choice of Asians as the targeted audience due to their significant presence among tourists in New Zealand, highlighting the importance of raising awareness about Māori culture and promoting ethical travel practices. This assignment is available on Desklib, a platform offering a wide range of study resources for students.