Wednesday, August 8, 2012

Same, same, but different

How the former Yugoslavia countries try to find the individual way to market themselves

Having a look on the former Yugoslavian countries, we can find out some promotional videos, presenting a country in different manners, from different aspects. Nations had been a unite state during all XX century, they have been having a similar to each other unique culture, almost all nations are consisting of one ethnic group – Southern Slavs.

Anyway, we can mention some differences. Let’s have an online tour to former Yugoslavian countries.

In general we can notice the loveliness of Balkan nature which can differ. So, we are able to observe both rocky winter mountains, green forests including fauna, some folklore features. But still, they are different independent countries and there are things to distinguish them.

Firstly, let’s have a look on Croatia. Now it has been becoming a new major touristic country because of dramatically growth of incoming tourists. Regardless the bloody horrible wars of Independence the country got tourism as a main sector in its economy.


As it shown truly (by the way, as you have noticed, the video is a touristic commercial), there is a number of UNESCO sites, what does a state significance and make an attraction effect. Unfortunately we can not see anything unique concerning the culture, but it makes a one sort of commercials: attractiveness-based promotional videos.

In addition, we mind the number of wine yards mentioned in the video. It can be a signal for a competence to the nice famous wines of France and Italy as an example.

Secondly, we take another example of a touristic video and it is performed by Montenegro. This video is more atmospheric and sense-oriented. Moreover, it presents more colours and pictures. For example, we can notice a smooth passage from ice peaks to green plain, from extreme sports to just leisure. So further, it is impossible to ignore a presence of a slightly feature of fantasy, as we can see some scenes of picturesque forms of fish and a lady swimming somewhere in the air in a forest.

And one more different of Montenegrin video of Croatian is that the first ones shows all the activities you can enjoy during your vacation since it’s a touristic promo.

Thirdly, from the tourist-orientated commercials mentioned above we are moving to two examples of videos with cultural details in it. So did Slovenia had presenting us some folk crafts and traditional labours (again, mind the grapes and wineries) combined with the still extreme sports.

Then, there is Serbia, presenting more architectural features. Since the architecture is a part of culture it also makes some difference with first two countries even performing a country brand logo.

Simply, there are two things: green valleys and historical buildings. Wait, how could we forget the music? To admit, it makes some different ambience as well and as a part of nation culture. Are there “moments to remember”?

But, we can notice that a slice of a nation’s culture can make a totally different effect and impression of the country.

Finally, there is a lovely commercial of Kosovo called “Young Europeans”. A couple of words about the name: there are young active people contrast to an old man with a weird glance. And, the word “young” can also be applied directly to the country because really, Kosovo is a new young part in the European Community.

As an idea there is a perfect metaphor about raising the country, like they do literally with a mosaic shape and balloons and like it should “rise” nowadays, even by a simple recognition of being a young sovereign country.

by Sergei Makarov 
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