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Advertisements can do more than sell a product, they can sell a lifestyle

For the Mitch wants subtitles of the questions for the paper How does the ad you have chosen use lifestyle values and beliefs in order to sell the product? How is this linked to an attempt to brand the consumer? As Molson is a Canadian brand they are appealing mostly to Canadians. Molson highlights things that Canadians identify with such as hockey. Meaning that this would be a beer that Canadians would drink while doing Canadian things watching hockey. The presenter is dressed very casually, implying that Molson is for the average Canadian. The presenter corrects various misconceptions believed about Canadians that the average Canadian can understand especially those who have been to the United States and has had firsthand knowledge about the ignorance towards Canadians. Molson attempts to brand the consumer by putting out a list of Canadian frustrations and things that as a nation are proud of. As the person watches a list they tick off the things they agree with or have experienced. Molson also attempts to brand the consumer as almost anti-American. Bringing out the frustration Canadians feel when they experience American ignorance. Sort of like Canadians bonding over Rick Mercer Talks to Americans.

How do the images and messages arising from the ad illustrate the goals of the corporation employing the ad industry to sell their product? Are there contradictions between the lifestyle depicted and the actual use of the product? They are implying that Canadians drink Molson beer. You believe and do these things therefore you are Canadian and Canadians drink Molson. Some contradictions are the fact that not all Canadians enjoy hockey. And those who do enjoy hockey may not drink beer.

Although the beer drinking, hockey watching, un-American lifestyle is depicted to be a Canadian norm, for many people it is not. There are many people who do not consider watching or playing hockey as a form of entertainment. There are also those people who do not consume

alcohol, and there are many people who either embrace or do not care about how the United States perceives Canada and its peoples.

Discuss the idea that the consumer still has the ability to resist the message they are receiving from the ad industry and the corporate interest behind it. Personal preferences are not taken into account in the ad. People are more able to resist the message if they do not drink beer, or have previously sampled the beer and it is not to their liking or have not experienced ignorance towards Canadians.

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