An examination of the symbolic meanings of place in promotion demonstrates that myths develop which mark certain areas and objects as being "sight worthy" and that tourism, especially, but not exclusively, constructs people's views of particular places. The logo embodies the myths of an idealized Irish rural landscape, authentic traditional craftsmanship and the rural idyll. In the crafts sector, most of the photographs fell into the "functional information about the product" category and the vast majority of these were of the product standing alone, particularly in catalogues and brochures/flyers. In the case of tourism, in particular, certain logos and photographs presented a particular "view" of the place being promoted, framed in such a way for the reader to "gaze" upon. Even more so in relation to tourism services, the 'languages of consumption' depict model worlds and places which are incorporated into the reader's perceptions and beliefs about real places.