Watching TV last night in a mild coma after the 30 hour hike home from Greece, my 9yo son and I started talking about advertising after an ad for toilet paper came on which was all about softness, strength, realiability etc – everything except what the product actually does. Which got me thinking (via various other unmentionable products, you know which ones I mean) about tourism advertising … why does it have to be so damn literal. You know scenery shot, headline and words like “Relax on a beach, climb a mountain, immerse yourself in culture”. Then I saw a full-page ad in Conde Nast Traveller for Israel with the tagline ‘Tranquil Oasis’ – which is definitely not my impression of the country – and realised that maybe tourism advertising isn’t that literal after all. Yes, it was a long flight.

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