Anzac for sale: the Gallipoli campaign and Anzac legend in Australian consumer culture 1915-2015

This thesis explores the logics that have driven the production and proliferation of the memory of the Gallipoli Campaign and Anzac legend through consumer culture since 1915. It asks how and why Anzac came to represent a lucrative commodity, identifies groups and individuals who have acted as guardians of the cultural and economic capital it represents, and probes how market dynamics have shaped prevailing historical representations of the Gallipoli campaign and Anzac veterans. It argues that consumer culture did not desecrate the Anzac tradition as feared, but has facilitated its cultural reinvention and transmission over a century.