“Cultural Journeys”

As the Mayan Civilization is often connected with archaeology, I decided to examine an ad I found in Smithsonian that offered a trip to “Ancient Maya.” 

This ad specifically offers a trip to Guatemala but pulls readers in by connecting Guatemala to the Mayan Civilization. In the first paragraph, the author claims that Guatemala is “the heart of the Mayan World and the country where the Maya civilization reached its maximum splendor”. Such words as “heart,” and “splendor,” are grandiose and glamorize Guatemala, making it seem like a very powerful and magical place. Such exaggerated language is used to get readers' attention and spark curiosity. Glamorous language is almost always a media technique used to attract readers.

Timing is another media technique used in this ad to catch readers’ attention. In December 2012, the Mayan calendar is said to end, leaving many questioning what is to come. The ad has therefore capitalized on this current “hot topic” by urging readers to “experience the culmination of the Maya calendar.” Such a suggestion is enticing to readers as so many have wondered or heard about the ending of the Maya calendar. Therefore, this ad successfully uses timing to lure readers in.

            
Finally, this ad showcases a dark photograph of the sun setting over what is assumed to be Mayan ruins cast in shadow. The warm yellow light juxtaposing the dark ruins and rising fog suggest that the author is using the media technique of nostalgia to draw readers in. The light is romantic and the comfort of the photograph draws readers in, reminding them of more simple times. Influenced by nostalgia, readers may be more likely to investigate this trip further.

Cultural Journeys, Guatemala. Advertisement. Smithsonian Oct. 2012: 55. Print.