Well, beer is a huge part of NZ culture, but I don't think that's what they mean.
It may not actually be a genuine Tui advert, as it's on the cover of a book about them. The point would be that it's claimed the book is endorsed by the Ministry of Culture. To which the response is, "Yeah, right." Which is the point at which this thread took a detour. :-)
A more interesting question would be "and how do these types of adverts help to sell beer?"
(Footnote: I didn't think we actually had a Ministry of Culture, but it seems I'm wrong: http://www.mch.govt.nz/ )
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It may not actually be a genuine Tui advert, as it's on the cover of a book about them. The point would be that it's claimed the book is endorsed by the Ministry of Culture. To which the response is, "Yeah, right." Which is the point at which this thread took a detour. :-)
A more interesting question would be "and how do these types of adverts help to sell beer?"
(Footnote: I didn't think we actually had a Ministry of Culture, but it seems I'm wrong: http://www.mch.govt.nz/ )