Football, Meat Pies, Kangaroos and Holden Cars

I'll put another shrimp on the Barbie

That's not a knife, This is a Knife!

Once a jolly swagman, camped by his billabong...

Here are four phrases that have come to symbolise what Australia "is". Two are part of an advertising promotion, one is in a film, and the other is a poem written by a city journalist about the bush. It's the origins of the messages that explain why they embody the spirit of the "Australian Image".

Whenever a nation is said to "be" something, it's the corporate worlds tool (the media) that often tell us what that nation is, in order to sell stuff. This is especially the case in multicultural nations like Australia. So, part US owned Holden tell us its football, meat pies, kangaroos and their cars that are cornerstones of Australianness. Kraft, the brand owned by Philip Morris, tells us that our children are all happy little Vegemites, growing strong on a product only Australians eat. Sanitarium, the Australian owned branch of the Seventh Day Adventist church tell us that Aussie kids are Weet Bix kids, and are strong and active because of that product. Except for the kangaroo, all of these icons and products are imported in either design or concept.

In a different use of advertising, Paul Hogan told Americans in an Australian Tourist Commission campaign that Australians were all laid back, all willing to sit back and place prawns on a BBQ. This highlighted our proximity to nature, as well as a relaxed attitude to life. This shows a link to the Holden ads. Football and meat pies are usually enjoyed in leisure time, and the kangaroos are the nature reference. It is little wonder that "Kangaroo Jack", with all its Australian stereotypes, was so popular in America. We've done our sell well.