adv20001 assignment

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AUSTRALIA
2026 FIFA WORLD CUP

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TABLE OF CONTENTS
CONTENT PAGE NUMBER
1. INTRODUCTION Page 3
2. EQUALITY AND INEQUALITY IN THE
WORKFORCE
Page 3
3. STEREOTYPING Page 4
4. ADVERTISING TO CHILDREN Page 6
5. AUSTRALIA’S TREATMENT OF IMMIGRATION Page 7
6. AUSTRALIA’S TREATMENT AND ATTITUDES TO
LGBT
Page 7
7. TREATMENT OF FOREIGN RESIDENTS Page 8
8. TREATMENT OF WOMEN WITHIN AUSTRALIA Page 9
9. CULTURAL VALUES Page 9
10. WHAT DO THESE CULTURAL VALUES
DEMONSTRATE?
Page 10
11. HOW AND WHY WILL THESE VALUES
TRANSLATE TO OTHER CULTURES?
Page 10
12. HOW DO THESE CULTURAL VALUES
TRANSLATE TO OTHER PROMOTIONAL CULTURE
(ADVERTISING)?
Page 10
13. CONCLUSION Page 11
14. REFERENCES Page 12

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1. INTRODUCTION
In this report is Australia's assessment as a possible host of the 2026 FIFA World cup. This report will
cover a range of topics including but not limited to the position and treatment of women, equality or
inequality in the workforce, stereotyping, attitude to advertising to children, treatment of immigrants
and foreign residents, treatment/attitudes towards the LGBT community, as well as Australia's cultural
values. Australian's love their sport and with perfect weather for most of the year and wide open spaces
who can blame them?
Australia also has plenty of experience hosting a world-class event like the 2000 Olympic games for
example. For these reasons, Australia would be a wise choice for the 2026 FIFA World Cup.
2. EQUALITY AND INEQUALITY IN
THE WORKFORCE
Australia has one of the World's most talented, well-educated and multicultural workforces. This is
because Australia's educational system ranks very high by world standards and the accessibility of
specialised training to all Australians. This has enabled over 40% of Australia's workforce to hold a
tertiary education (Australian Trade & Investment Commission 2018).
The chart below shows from (Austrade 2016) shows Australia's workforce skill when compared to
other nations.
(Austrade 2016)

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The Australian workforce is one of the most multilingual in the world with over two million Australian
workers speaking an Asian language and over a million speak a European language. The Australian
idea of the "fair go"(equality of opportunity), is manifested in its egalitarian workforce where anyone
who is willing to work hard can achieve success regardless of race or gender (Penney & Teague 2009).
3. STEREOTYPING
A stereotype is a belief that may or may not be accurate about specific individuals or ways of doing
things (Sheehan 2014, p 302). In essence, a stereotype is the idea that everyone is a member of a group
rather than a unique individual (Taylor & Stern 1997, p 48). Stereotypes aren't just reserved for people
they can also be applied to places like Australia. And there are far too many stereotypes about Australia
and its inhabitants to list in this report some are negative, some are positive, and others are more or less
benign. Like the stereotype that Australians ride kangaroos for example. It's not negative, and there is a
good reason this stereotype exists as there are more Kangaroos in Australia than there are people
(Department of the Environment and Energy 2018).
(TheplanetD 2018)
Another popular stereotype is that Australia is full of dangerous and venomous animals that all want
you dead, which is usually grossly exaggerated by the Australians.

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There is almost a zero percent chance that this will happen to you.
(TheplanetD 2018)
Like most things, Australians tend to take these stereotypes in their stride. You can see evidence of this
in Tourism Australia's ad campaigns. Like the where the bloody hell are you? Campaign, which
famously showed many of Australia’s stereotypes and natural beauty.
(Tourism Australia 2018)

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4. ADVERTISING TO CHILDREN
Currently, in Australia, the advertising industry is self-regulated through the Australian Association of
National Advertisers (AANA) and the Advertising Standards Bureau (ASB) together they regulate and
are funded by the industry (Deloitte 2018). The AANA has developed a code of ethics specifically for
children, which is any person 14 years or younger (LeGuay 2012). The AANA's code of ethics in
regards to children has been summarised in the graph below.
SUMMARISED ETHICS
FACTUAL PRESENTATION: Must be accurately represented in a manner that is clearly
understood by children. Must not mislead or deceive
SEXUALISATION: Must not imply that Children are sexual beings or include sexual imagery.
SAFETY: Must not encourage Children to engage in unsafe activities or to use products in an
unsafe manner
SOCIAL VALUES: Must not portray images that children might find distressing or demean any
group based on race, gender, sexual preference or religion.
PARENTAL AUTHORITY: Must not undermine parent’s authority or appeal to Children to urge
their parents to buy a product for them.
ALCOHOL: No advertising or communication that is targeted to children is to promote alcohol
under any circumstance.
PRIVACY: No personal information about the child should be included in any communications.
Personal information is information that either does or could identify the child.
(Australian National Association of Advertisers 2018)
One of the leading contemporary issues in
advertising to children in Australia is in regards
to Food & Beverages Advertising. This is due to
the rising obesity levels of children in Australia.
The code of ethics states that Food advertising to
children must neither encourage nor promote
unhealthy eating or a sedentary lifestyle (AANA
2018). Recently an advertiser pulled an ad for ice
cream because it breached the code of ethics by
encouraging young children to eat unhealthy
foods (Samios 2016). Australia takes advertising
to children very seriously.
(Mumbrella 2018)

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5. AUSTRALIA’S TREATMENT OF IMMIGRATION
Ever since the Ten Pound Pom Australia has been inviting migrants from overseas to assist it’s
dwindling populace.
Australia has drummed into the children of the country that we are one, but we are many. This idea of
intermixed identities has provided Australia with one of the richest diverse cultures in the world.
Identity and cultural pride though has also given birth to seeding racial divide, with immigrants seen as
scapegoats for other issues within the country.
Being one of the fewer 1st world societies around the Pacific we have become saviour, refuge and
judge to those seeking a change. Some of these migrants have even come with radical ideas that those
born here and also congregate to small off sects within the suburbs and formed racial gangs that plague
Australia as with most other countries.
With Tony Abbott’s introduction to turning away refugees to close neighbouring countries, Australia
has seen an increase of asylum seekers by 4000 since this was introduced (Walden, 2016).
With reports of mistreatment of immigrants, the United Nations (UN) official in June 2017, placed on
record Australia’s responsibility for the ‘inhuman’ treatment of refugees on Manus Island through the
Crepeau’s Report (Doherty, 2017).
This situation with asylum seekers is still to this day a heated topic of the country’s parliament with the
issue of indefinite holding being stated. Australia, although a wealth of diverse cultures is conflicted to
find a balance between accepting people seeking refuge and having enough resources to allow the
people who immigrate to the country and thrive.
6. AUSTRALIA’S TREATMENT AND
ATTITUDES TO LGBT
With the global acceptance of the LGBT community within the past decade and with countries voting
for marriage equality Australia has finally done the same. Although Australia was a bit behind some of
the other nations accepting and voting Yes! For marriage equality. Australia officially held a
referendum in 2017 with a positive response from the country saying Yes! With 61.6% of the country’s
citizens voting yes for equal marriage rights of the fellow countrymen.
Through promotions of Sydney annual Mardi Gras growing in numbers and participants over the years.
The country openly celebrates the culture and population who identify as LGBT. The 2018 Mardi Gras
drew 300,00 spectators for its 40th birthday (Sanda, 2018)

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(E Reynolds 2018)
7. TREATMENT OF FOREIGN RESIDENTS
Australians pride themselves on the treatment of other individuals, whether it be the treatment of
foreign residents within Australia by respecting their different culture upbringings or the women of
Australia. Australians have a very proud and forthcoming history of welcoming of foreign residents and
accepting individuals as equal to themselves. A foreign resident is an individual who is holidaying in
Australia or individuals that migrate to Australia and intend to reside in Australia permanently.
Equal rights have been practised in Australia for many decades, in all aspects such as work, ethically
and within the advertising industry. “Because of the growing global economy, international brands
have employed standardised advertising campaigns to build consistent brand image and equity that can
attract cross-national consumer segments in various countries” (Garcia, E, & Yang, KC 2006)
Within today’s modern society there are different views, beliefs, customs and a system of ethics.
Australians understand this, and they embrace different cultures of different nationalities. Australians
over the decades have progressed and formed into a reformed community that accepts all individuals
and treats them with respect.

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8. TREATMENT OF WOMEN WITHIN AUSTRALIA
In relation to the treatment of women within Australia, women are all treated equally due to the view
on how women are perceived and treated has dramatically changed within decades to what it is today
within Australia. Objectifying women and subjecting them in a certain way, especially in advertising is
no longer deemed as ethically correct.
“Advertisements were coded concerning whether women were presented as sex objects or as victims
using a scheme developed by the researchers. On average across magazines, one of two advertisements
that featured women portrayed them as sex objects. Women appeared as victims in just under ten
percent of the advertisements” (Stankiewicz, J, & Rosselli, F 2008). The respect women receive now
within society shows that woman are treated equitably.
So, in relation to the FIFA “World Cup” and Australia becoming a hosting country for this event.
Australia is a modern society, where everyone gets treated equally. Australia formally embraces, treats
and caters to every individual, man or women and treats every race equal with great respect
9. CULTURAL VALUES
Cultural values are a set of so-called ‘rules’ and standards in which is expected to be abided by and
followed, now these can be different in all parts of the world and can mean different things at different
places. It is crucial to be understanding of any particular countries certain way of life and what is
involved.
(Haslam, 2018).

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“Australia values respect for the freedom and dignity of the individual, freedom of religion,
commitment to the rule of law, democracy, equality of men and women and a spirit of
egalitarianism that embraces mutual respect, tolerance, fair play and compassion for those in
need and pursuit of the public good”. (Home Affairs, Aus Gov 2018). This is taken out of the
Australian values statement from which is published by the Department of Home Affairs by the
Australian Government, to educate and provide the understanding which must be recognised and
applied by all Australians. Australia is viewed as a sports loving, respecting and understanding
country which is why it’s such a highly regarded destination to visit by tourists.
10. WHAT DO THESE CULTURAL VALUES
DEMONSTRATE?
Any cultural values held by any nation make them unique to form what and who each person is and is
as a community, in this case, it makes Australia unique from the rest of the world regarding how and
why us Australian’s do what we do. There is underlining and knowing responsibility by all Australians
to play a role in trying to stop any racism and inequality for who we all are because we are all seen as
being equal, and this has been the case for several years now. With the World Cup coming to Australia,
it will not only bring other nations to such a great country to watch the football but provide a greater
understanding as to how diverse and multicultural Australia is.
11. HOW AND WHY WILL THESE VALUES
TRANSLATE TO OTHER CULTURES?
Australia’s broad acceptance of other people and their culture is what will set us up for a great way to
discuss, explore and open to others of other nations and their way of life.
With most things clear to understand, the tourists and all who come to visit for the FIFA World Cup
will see and understand the culture without having or experiencing issues. If they do, it won’t be a
major one as there is always a way to resolve problems comfortably and this is another reason why it’s
easy to consider Australia as one of the best places to both live and visit. Due to the freedom of speech
and being able to do what you’d like, it’s easy to say it would tick most people’s criteria.
12. HOW DO THESE CULTURAL VALUES
TRANSLATE TO OTHER PROMOTIONAL
CULTURE (ADVERTISING)?
The image below (Brandchannel, 2013) shows precisely how unique Australia's use of language is in
regards to how it advertises and most importantly, carries out business. It provides an insight into how
the locals take a worldwide brand and makes it their own with the writing ‘Maccas’. Australian’s are
well known for using slang to form words as short as possible.

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With FIFA and the World Cup, there will be no issues promoting and selecting Australia for its
campaign and as a host city, which will bring people to such a beautiful and well-respected country that
empowers and treats everyone equally and with dignity.
(Brandchannel, 2013)
13. CONCLUSION
Australia is an experienced and well-established country to host the FIFA World Cup with its arms
wide open. Equal rights are exercised daily, with women taking on jobs once seen as having them play
no part, increasing attendance of women in all aspects of the workforce has helped Australia raise the
standards and equality among all. With all immigrants welcomed it shows how much mutual respect is
being put forth. Same-sex marriage, for example, has been legalised here and this will provide an
opportunity for couples who wish to get married, to do so while travelling if the need arises.
A conflict against stereotyping in almost every case is evident in Australia, which will see and allow
people to live freely without the fear of being judged.
Cultural values are well respected within Australian communities and governed by laws to provide the
public with a safe and exciting venture to host the most prestigious international award in football
history, the World Cup.

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14. REFERENCES
Australian Trade & Investment Commission 2018, Why Invest in Australia, viewed 16 May 2018,
https://www.austrade.gov.au/International/Invest/Why-Australia/Talent
Austrade 2016, Workforce Skill Base Comparisons-2016, viewed 16th May,
https://www.austrade.gov.au
Australian Government, 2018, Department of the Environment and Energy, Environment, Viewed 25th
April 2018.http://www.environment.gov.au/biodiversity/wildlife-trade/natives/wild-harvest/kangaroo-
wallaby-statistics/kangaroo-population
Australian National Association of Advertisers 2018, CODE FOR ADVERTISING & MARKETING
COMMUNICATIONS TO CHILDREN, viewed 17th May 2018,
http://aana.com.au/content/uploads/2018/03/180316-Code-for-Advertising-and-Marketing-
Communications-to-Children.pdf
Deloitte, 2018, Assessing the benefits of a self-regulatory advertising complaints handling system,
Examining the regulatory system, viewed 17th May 2018,
https://www2.deloitte.com/au/en/pages/economics/articles/benefits-self-regulation-advertising-
complaints.html
Doherty, B 2017, UN official says Australia responsible for ‘inhuman’ treatment of asylum seekers,
viewed 19 May 2018, <https://www.theguardian.com/australia-news/2017/jun/12/un-official-says-
australia-responsible-for-inhuman-treatment-of-asylum-seekers>
Garcia, E, & Yang, KC 2006, 'Consumer Responses to Sexual Appeals in Cross-Cultural
Advertisements', Journal of International Consumer Marketing, vol. 19, no. 2, pp. 29-52. Available
from: 10.1300/J046v 9n02.03. [19 May 2018].
Haslam, N. (2018). Australian values are hardly unique when compared to other cultures. The
Conversation, viewed 19 May 2018, https://theconversation.com/australian-values-are-hardly-unique-
when-compared-to-other-cultures-76917
Homeaffairs.gov.au. (2018). Australian values statement. Viewed 18 May 2018,
https://www.homeaffairs.gov.au/trav/life/aust/living-in-australia-values-statement-long.
‘How Australia Voted’ [image], in E Reynolds ‘How Australia voted on same sex marriage’ viewed
20 May 2018 <http://www.news.com.au/lifestyle/gay-marriage/how-australia-voted-on-samesex-
marriage/news-story/856052cb744b25f734d04c1714e202e7>
LeGuay, P., 2012, "The regulation of advertising to children in Australia – update", Young Consumers,
Vol. 13 Issue: 4, viewed 15th May 2018, https://doi-
org.ezproxy.lib.swin.edu.au/10.1108/yc.2012.32113daa.002
Miller, M. (2018). McDonald's Appeals to Aussie Pride With Macca's Rebrand in Australia. [Image]
brandchannel, viewed 17 May 2018 http://brandchannel.com/2013/01/08/mcdonalds-appeals-to-aussie-
pride-with-maccas-rebrand-in-australia/
Penney, B, & Teague, G 2009, Australia - Culture Smart! : The Essential Guide to Customs & Culture,
Kuperard, London. Available from: ProQuest Ebook Central. [12 May 2018].
RSanda, D 2018, All the dazzling photos from Mardi Gras 2018, viewed 19 May 2018,
<https://www.illawarramercury.com.au/story/5262488/all-the-dazzling-photos-from-mardi-gras-2018/>

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Samios, Z, 2016, Unilever pulls ice cream ad aimed at kids after ad watchdog ban, Umbrella, viewed
16th May 2018, https://mumbrella.com.au/unilever-pulls-ice-cream-ad-aimed-kids-ad-watchdog-ban-
414244
Sheehan, K.B., 2013. Controversies in contemporary advertising. Sage Publications.
Stankiewicz, J, & Rosselli, F 2008, 'Women as Sex Objects and Victims in Print Advertisements', Sex
Roles, vol. 58, no. 7-8, pp. 579-589. Available from: 10.1007/s11199-007-9359-1. [19 May 2018
Taylor, CR, & Stern, BB 1997, 'Asian-Americans: Television Advertising and the "Model Minority"
Stereotype', Journal of Advertising.
Tourism Australia, 2018, Where the bloody hell are you, (Image), viewed May 17th 2018,
http://www.tourism.australia.com/en
TheplanetD, G’day outrages Australian stereotypes Debunked, 2018, (Images), viewed 16th May 2018,
https://theplanetd.com/gday-some-aussie-stereotypes/
Walden, M 2016, Australia’s ‘Boat People’: Then and Now, viewed 19 May 2018,
<https://thediplomat.com/2016/06/australias-boat-people-then-and-now/>