Here Comes the Sun: Deconstructed Student Essays

"Back To Inviting - Loving - Life"

Like the 1978 advertisement, these statements suggest that the Tourist is invited and welcomed to visit Jamaica. This contemporary advertisement differs from its predecessor by featuring tourists in the imagery rather than the Jamaican populace. By doing so, it completely erases Jamaicans who labor to create "Paradise" for the tourists. This erasure further marginalizes the Jamaican populace and suggests that the target audiences [Tourist] already know what Jamaica has to offer. This implication means that the countries officials are aware that the "gentility, hospitality, and tranquility of Jamaica are already assumed to be available by audiences.

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