Consuming ANZAC: The story behind Australia’s biggest brand


How did the ANZAC story become the basis of consumerism and one of the most identifable ‘brands’ in Australia?

That’s the question Dr Jo Hawkin aims to answer in her book, Consuming ANZAC.

She has drawn on her experience working in advertising and marketing to consider the commodification of a story that has come to lie at the heart of Australian identity – the Anzac legend.

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