Introduction
The topic of discussion in this paper is advertising in Canada. It will argue that the Canadian advertising industry strives to protect themselves from competition in the United States. The paper will discuss how the Canadian advertising industry allots their money to different forms of media to ward off the United States competition. Tracing the history of advertising from the early 1960’s to the present day, will help to show why Canada concentrates on the television and radio portion of the media.
The paper will display the philosophy or reason behind their advertising, as well as the structure of their industry. The audience and the jobs and training that take place will also be examined to better understand the Canadian advertising industry. The external environmental factors such as technology, language, and the economy will also affect the advertising industry. This issue should be addressed to understand the importance of international competition and how it can affect or even control an industry.
To better understand the advertising industry in Canada we need to look at some facts. The communication lines in Canada are expanding daily. These communication vehicles are how advertising is spread. The more Canada strives to be evident in the communication lines, the less influence the United States can have on the Canadian industry. There are 18.5 million telephone lines and 3 million cellular phones in use. There are 32.3 million radios in Canada and there are 535 AM stations and 53 FM stations. As of 1997 there was 80 television broadcast stations (with over 100 repeater stations) and 21.5 million televisions. In 1999 there was an estimated 750 Internet service providers (CASI). There are 120 daily newspapers, 108 are in English and the other 12 are in French (Pang). There are also seventy-five ethnic weekly papers published (Pang). Communication is part of the second largest service industry in Canada. With such a large country and such few people Canada relies on strong communication to tie people together. Canada was the first country to launch a communications satellite and has been in the forefront of developing communications technology. With more and more changes in technology, the government, and the economy Canada can communicate to all citizens in many ways, keeping the communication lines tight.
CBC is Canada’s national ra...
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Conclusion
Advertising in Canada has taken measures to assure that it will not be overcome by the United States or any other foreign country. They have established rules that keep Canadian citizens prevalent in the Canadian advertising industry. These regulations make it possible for Canadian advertising industries to survive and succeed. Canada has grown their advertising services tremendously over the last forty years and will continue to do so. This has been possible with the change towards global marketing. Advertising agencies have done a great job in adapting to the increase in multinational accounts and firms. Canadian advertising agencies have formed strategic alliances with international companies to make this possible (Strategies). Canada’s advertising agencies will continue to grow in size and profits to better themselves, the consumers, and their client
Bibliography
Pang, Guek-Cheng. Cultures if the World: Canada. Marshall Cavendish. New York. ã 1994
Grabowski, John F. Modern Nations of the World: Canada Lucent Books. San Diego. ã 1998.
Shepard, Jennifer. Enchantment of the World: Canada. Children’s Press. Chicago. ã 1987.
http://strategies.html.
http://CASI.com
Today, signs and symbols are presented in ways that would catch the viewer’s attention, for example, through food and beverage items that people would eventually get attracted to and purchase. For instance, Mr. Sub had launched an advertisement in November 2012 that reminded consumers of Canadian identity. In addition, this advertisement stars a young man dressed in an all red suit and tie at one point holding a Canadian Flag and in other points, he is seen in a Mounties’ uniform, as a lumberjack and also in a hockey jersey. Not only does this advertisement have visual components of Canadian identity, but it also emphasizes on the politeness of the everyday Canadian through mannerisms like holding the door for others and also through saying “thank you” and “sorry”.
The author of this book Bruce Barton was a partner in a successful advertising firm during the 1920’s. This was a time when the industry of advertising was under going some major changes. These changes had a lot to do with a number of factors the first of which being the post war prosperity this meant people had more money than they ever had before. Another one of these factors had to do with the high number of teens who were now attending high school, this proved to be important because it created a whole other market which hadn’t existed before. One more factor was the advances made in transportation and communication, these advances allowed goods, people, and information to travel long distances relatively quickly intern allowing companies to grow large enough to spread their services nationally. Still another important factor was the invention of financing, this allowed people to pay for durable objects (large objects that would last a couple of years) with affordable installments or payments. But the biggest changes were the actual advertising practices themselves, many of which were pioneered by Barton and his associates, and didn’t become norms in advertising until after the release of Bartons book “The Man Nobody Knows” in 1924. This book served not only as a manual on how to advertise more affectively but also as an example of good advertising itself.
Along with localizing the product, businesses should adjust their advertising strategy to better suit the intended market in order to “…promote consumer awareness of its products” (Ramarapu, Timmerman, & Ramarapu, 1999). This is the third issue that U.S. businesses should address. Advertising characteristics, regulations, and customs differ between cultures. For example, it may be perfectly legal and socially acceptable to advertise a product on a billboard in the United States, but this practice may be illegal or frowned upon in a foreign market. Researching a country’s advertising customs might be needed in order to effectively target the intended consumers.
Many people might have a diverse opinion on the extend of the American cultural influence on Canada, but the truth is, these two countries share a long common border, they use frequently the same language, they watch the same movies, listen to the same music and collaborate on other numerous levels, including economic and political activity. In this paper, I would like to show the extent of the influence on Canadian popular culture that comes from the United States. For my analysis I have chosen four segments of popular culture: television, printed media, music and films. In these are the main sectors where we can see the biggest evidence of this phenomenon. In the first part I would like to shortly introduce the history of this issue. The second part is the analysis of the four sectors.
Goodrum, Charles and Dalrymple, Helen, Advertising in America: The First 200 Years. (New York: Harry N. Abrams, Inc., Publishers, 1990). 37.
“ Canada 's national obsession seems to be its own identity.” For many years Canada has feared the increasing influence of its North American neighbors on its culture - the United States . It has become a matter of growing concern for the people of power and influence in Canada to maintain their separate cultural identity and to promote their own cultural norms. Gaetan Tremblay presents his views on this topic and does this from the perspective of a person living and working in Quebec.
“Not Being Advertised…How The Advertising Business Has Changed Over Time.” Ezine Articles, Allan Kalish, 22 December 2005. Web. 4 October 2009
During the 19th and 20th century, America –mostly white collar, middle class Americans- saw a great increase in salaries and a huge rise in mass production which paved the way for the modern American consumerism which we know today. The advertising scene saw a dramatic boost during that period and tried to latch on to this growing pool of emerging consumers. Although only limited to print, advertising during this pivotal period showed panache and reflected American society
Conflict theory claims that advertising does not sufficiently address issues of inequality in society. (Brime, Roberts, Lie, Rytina 2013, p.462) There are five major media outlets that form a monopoly of the media industry in Canada: CTVglobalmedia Inc. owned by Bell Canada, Rogers Communications Inc. Controlled by the Rogers family, Shaw Communications controlled by the Shaw family, CBC/Radio Canada, and Quebecor Inc. Controlled by the Péladeau family. (Brime, Roberts, Lie, Rytina 2013, p.462-463) CBC/Radio Canada is the only publicly owned media company in Canada, whereas, approximately 90% of the media in Canada is privately owned. (Brime, Roberts, Lie, Rytina 2013, p.464) This allows for 90% of advertising content to be chosen by wealthy corporations. In an American study, 93% of newspaper editors admitted to advertisers attempting to influence news stories and 37% admitted that advertisers have influenced their stories. (Brime, Roberts, Lie, Rytina 2013,
It also includes examination of the theoretical and empirical studies in the field of advertising. Books, research papers, articles, reports, thesis etc. were systematically studied to develop the following review of literature. The review included extensive use of Proquest, Google scholar, Inflibnet and IIM- A library. The review of theoretical literature and empirical literature helped develop the below mentioned conceptual framework. This structure underlines the sequence of steps, which were undertaken for the review of literature. The first step was to understand the concept of advertising. The second step focused on understanding the effects of advertising. Scan of literature helped in identify the types of effects advertisements are known to create. The third step involved understanding the extent to which organisations are committing their resources to advertising. As logic dictates that measurement of effectiveness is more significant where the resources committed are more, the final step involved study of effectiveness measures.
Advertising." Current Issues: Macmillan Social Science Library. Detroit: Gale, 2010. Opposing Viewpoints in Context. Web. 4 Dec. 2013.
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
McFall, E. (2004). Advertising: A Cultural Economy, London: Sage, Page 3, Page 110, Page 111
Advertising has been an essential source for aiding in global consumption. Individuals in society work to be able to spend their money, and advertisement play a big role in where money is being spent. Ads are very diverse and often consist of an array of fields in which consumers are targeted. Ranging from food, health, clothing, sports, image, lifestyle, etc. Ads provide important means of influence on our society. Ads often play the role of persuade people to come buy products from a specific distributor. On average an individual is exposed to 3000 plus more ads daily, via TV, Internet, print, billboards, etc. In the past decade though ads have drastically changed due to the ever-growing digital era we are living in. Digital technology has assisted in the industry making changes to accommodate our tech-savvy society. Changes in the advertising industry have occurred due to the adoption of the Internet, social media, television, and mobile technology.
...maintain that advertising exists primarily to create demand among consumers. People have certain types of wants and needs, and they are perfectly capable to discover it for themselves. People today just need food, clothing and shelter everything else is superfluous and additional stuff. Advertising are able to create demand that would not exist just by manipulating people’s min and emotions. Advertising is master in manipulate reality and fantasy, by creating “magic show.” It is true that advertising has been a powerful mechanism that distorts our whole society’s values and priorities. On the other hand, advertising educate people about several issues. In political terms, it moves mass of people and persuade them to vote for a candidate. And, of course, in terms of economy, contributes in the development through the consumption of the costumer.