In part of this Unit we have explored ideas about cultures and peoples of those cultures and
how they relate to promotion (Advertising and Marketing). We’ve also discussed modes of
behaviour as they play out in the marketplace (with regulations and codes that reflect
attitudes toward promotional materials, etc.). In this project you will address these ideas as
they relate to a country of your choice.
Your group has been chosen to perform a preliminary assessment for a country of your
choice as possible host to the 2026 FIFA World Cup. It may be Australia, but it can also be
any reasonable choice that might host a Major International event (Fiji or Guyana probably
do not qualify, but other small countries such as Norway do). You will report your findings to
the FIFA Executive Committee, which is made up of numerous members from Asia, Africa,
Europe, North and South America. Imagine that many FIFA members have never been to the
country of your choice and know very little about its culture. FIFA members do have certain
perceptions and impressions about the country you have chosen, however.
Your task is to explore the cultural attributes of the country of your choice. You are expected
to treat the essential questions treated in ADV20001: position and treatment of women,
quality or inequality in the workforce, stereotyping, attitude to advertising to children,
treatment of immigrants and foreign residents in general, treatment/attitudes towards the
LGBT community, and so on. Your preliminary assessment will help FIFA members to
determine whether the country of your choice is an appropriate place for athletes and
spectators alike to experience the spirit of the 2026 FIFA World Cup.
For your response to the FIFA Executive Committee, you might additionally explore some of
the following questions:
1. What are some of the cultural values of the country of your choice?
2. What do these cultural values demonstrate?
You’ll be looking at the country of your choice, in effect, from an external perspective. So, if
you are Australian, for instance, you’d taking an “outside looking in” perspective, i.e.,
imagining how others look at Australia from the outside, not how you know it from the
inside. It is a critical assessment (similar to a ‘White paper’) of the ethics and values of the
country of your choice and an attempt to articulate those ideas. Outside references are
necessary and encouraged, but existing research will not be able to explain everything. You’ll
have to make some judgements.
This is not an Advertising or Marketing campaign for the country or your choice – you are
not to develop a campaign of any kind.
