Investigating the narration of nations: promoting Canadian passion for winter sports and their aboriginal heritage in VANOC’s 2010 Olympic brand identity and marketing campaign

摘要

This dissertation is an analysis of VANOC's images in their 2010 Olympic brand identity and marketing campaign. It attempts to provide an in-depth analysis of how VANOC's images helped to produce romanticised and mythologised narratives of Canadian society, culture and values to attract tourism from abroad and create a 'feel-good factor' for the Canadian public. By using semiological analysis I show how two narratives emphasised core Canadian characteristics that would make the host attractive to an international audience whilst also reminding the home audience of their shared values. In chapter four I argue that Canadian passion for winter sports was emphasised through various images. Central to my analysis of the winter sports images are Vancouver's atypical winter climate, the Northern myth and hockey. In chapter five I discus how VANOC misrepresented and appropriated Aboriginal heritage to produce an outdated and uncontroversial representation that emphasised the 'Performing Indian' and 'Vanishing Indian' myths. I conclude this dissertation by considering how the two narratives are related and by proposing future research that could enable us to better understand host narratives.