The Mediterranean imaginary in advertising in Malta in the 21st century

Abstract

The objective of this dissertation entitled ‘The Mediterranean Imaginary in advertising in Malta in the 21st Century’ is to discuss and assess Mediterranean Imaginary from a multilevel approach. This is evaluated in terms of how the Mediterranean is portrayed in adverts and articles appearing in The Times of Malta and The Sunday Times of Malta between the year 2005 and 2015. The articles and images explore colours, music, language, politics, art, and other prominent themes. The dissertation highlights the forms of communication in local advertising, targeting locals and foreigners, that produce stereotypical and non-stereotypical representations of the Mediterranean and the so-called Mediterranean culture in particular. These articles and adverts are interpreted as elements of popular culture. The dissertation starts with a review of what has been written about the Mediterranean in the late 20th and early 21st century. In chapter three, I analyse articles appearing in The Times of Malta and The Sunday Times of Malta. Subsequently, Chapter four is a continuation of Mediterranean themes, which are however analysed through images. This study proved to be a challenge since not much has been written about the Mediterranean Imaginary. Analysing the articles and images was important in order to understand the relation between what has been written about the Mediterranean from an academic point of view and the use of the Mediterranean word in articles and images. This analysis was crucial to understand the different types of stereotypes, while acquiring deeper knowledge of the Mediterranean imaginary.