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Australia Home Imagery

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Over the last two decades, we have seen the unprecedented politicisation of immigration. Imagery has been utilised to map a distinctively Australian version of this global burden. Once, immigrants were represented as vulnerable people in the media. In contrast, the government now seeks to suppress sympathetic images of asylum seekers, seemingly from fear that it will prompt empathy and undermine border security policy. Clearly, the government and military believe, very deeply, in the power of such imagery to undermine – or conversely, reinforce – their agenda. As asylum seekers have come to be widely viewed as security threat, refugee policy has been militarised, displacing attention from the situation of those attempting to reach Australia …show more content…
The advertisement declares “No way! You will not make Australia home” in bold red letters over an ominous background featuring a small rickety boat on a churning sea. By using bold red for the text and the circle which implies no entry into Australia over the contrasting ominous background, the author has employed visual language to cleverly manoeuvre the emotions of ethnocentric audiences by vilifying immigrants as those who come to Australia “illegally” just to menace the Australian culture. The author has employed the advertisement technique of expert by using Campbell as the medium to reach audiences and camera angles are evident when he looks straight at the camera thus maintaining eye contact with his audience. These two techniques make him appear authoritative and adds credibility to his argument which positions the audience to view his message seriously. With the aid of generalisation, the advertisement has represented immigrants as insouciant people who are prepared to endanger the lives of their kids by putting them into boats to an illegal immigration intolerant …show more content…
The rules apply to everyone. Families, children and children unaccompanied…”. Bias through omission has also being used in this quote as it does not explore the reasons why immigrants would risk everything to put their kids on boats on an unsafe voyage. Through bias and generalisation, the author sways a naïve audience to concur with his representation of immigrants as unheeding people willing to sacrifice the very lives of their kids by putting them in unsafe boats. This fear mongered picture of immigrants bestowed on audiences aims to instigate exasperation to audiences hoping they will sympathise with his sentiment that immigrants are heedless. With the aid of persuasive techniques, this advertisement has represented immigrants as sworn combative adversaries of Australia which in turn for a patriotic-driven audience only reaffirms the xenophobic attitudes towards immigrants which include the obligation to protect Australia from such

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