Purpose

The purpose of this paper is an archival study of images taken from cruise brochures available in New Zealand from the late twentieth century and early twenty-first century. The investigation adds to previous work undertaken on cruise ship posters and to the discussion surrounding how cruise lines motivated customers to purchase a cruise.

Design/methodology/approach

An archival approach was taken. The aim of the research is to explain how images used in the brochures have their origin in the mid-twentieth century concept of motivational research. In doing so, the work of Veblen (1899), Lazarsfeld (1935) and Packard (1957, 1959) are used as a foundation to illustrate how more recent commentators, such as Gad (2016) and Jamieson (1983), can be evoked.

Findings

Analysis of the images presented builds upon previous work done on cruise ship posters. Previous examinations used mid-twentieth century posters to show how the ship was slowly being eroded. The current work illustrates how the brochure evolved to entice consumers to purchase. Analysis of the images suggests that motivational theory is alive and well within the cruise industry.

Research limitations/implications

This study is constructed around the archival holding of the National Maritime Museum of New Zealand. As such, the study does not include information that does not form part of this holding.

Practical implications

New Zealand underwent large structural, economic and social change between 1984 and 2000. During that time, there was growth of income inequity. This provided some with greater disposable income for leisure and travel. While the following survey concerns cruise ship brochures, an examination of airline, resort and hotel advertising may be worthy of a companion study.

Originality/value

The cruise ship brochure available to New Zealand customers in the last quarter of the twentieth century demonstrated the ship is not centre stage. In this regard, the following work adds to previous work conducted using posters and an understanding of the evolution of cruise ship advertising in emergent modern markets.

中文翻译：

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通过广告巡航：二十世纪后期的游轮宣传册广告

目的

本文的目的是对 20 世纪末和 21 世纪初新西兰游轮手册中的图像进行档案研究。该调查增加了以前在游轮海报上开展的工作，以及围绕游轮公司如何激励客户购买游轮的讨论。

设计/方法/方法

采取了归档方法。该研究的目的是解释小册子中使用的图像如何起源于二十世纪中叶的动机研究概念。在此过程中，Veblen (1899)、Lazarsfeld (1935) 和 Packard (1957, 1959) 的工作被用作说明如何唤起诸如 Gad (2016) 和 Jamieson (1983) 等最新评论家的基础.

发现

对所呈现图像的分析建立在以前对游轮海报所做的工作的基础上。以前的检查使用二十世纪中叶的海报来展示这艘船是如何被慢慢侵蚀的。目前的工作说明了宣传册如何演变以吸引消费者购买。对图像的分析表明，动机理论在邮轮行业中是活跃的并且很好。

研究限制/影响

这项研究是围绕新西兰国家海事博物馆的档案馆进行的。因此，该研究不包括不构成该控股一部分的信息。

实际影响

新西兰在 1984 年至 2000 年间经历了巨大的结构、经济和社会变革。在此期间，收入不平等加剧。这为一些人提供了更多用于休闲和旅行的可支配收入。虽然以下调查涉及游轮宣传册，但对航空公司、度假村和酒店广告的检查可能值得进行配套研究。

原创性/价值

20 世纪最后 25 年向新西兰客户提供的游轮手册表明，这艘游轮并非舞台中心。在这方面，以下工作增加了以前使用海报进行的工作以及对游轮广告在新兴现代市场中的演变的理解。