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Analysis Of Bell Canada's Remembrance Day: Poppy Campaign

1068 Words5 Pages

Campaigns that make effective use of integral icons, along with brands to create the unconventional, often become most prominent and memorable to the audience. This stands the case in “Bell Canada’s Remembrance Day: Poppy” commercial. While exploring the Canadian identity generated by the non-verbal campaign, I initially experienced a sentimental display that this brand carries. This campaign in its striking style, notably unveils an honorable tribute to all the veterans of the Canadian Armed Forces (Bell Canada, 2015). Initially, the ad conveys the short story of a young girl who notices a veteran dressed in a Legion uniform, selling poppies. The girl’s succeeding Google searches about the scarlet flowers bring about a display of the images …show more content…

The poppy in this commercial context is an adopted pledge for all the Canadian veterans who have fought in the war. The poppies are presented numerous times in the commercial. The veteran who was selling the poppies wears them. An image from the World War archives reveals three females wearing poppies above their heart on the lapel, while holding a collection box of poppies and a wreath titled ‘Legion’. The young girl at the end presents a poppy to the veteran as well. This icon is very meaningful to the Canadian population. It first became associated to the battlefield by the Canadian Lieutenant, John McCrae who operated in the war, when he wrote his poem In Flanders Fields. The scarlet colour of the flower is an indication for all the bloodshed that occurred in warfare in Flanders. The custom of wearing the emblem is a sincere sign of respect. In November Canadians wear the bloom symbol to remember the sacrifices and the contributions of the brave veterans who served to keep our nation at peace. This symbol generates our Canadian identity because it pays allegiance to our nations own Canadian veterans. In relation to discourse, this non-verbal campaign at its core provides a “repertoire” of the images and symbols of the World Wars, which have “become archives”, collected by the Royal Canadian Legion (McNenly, 2016). This Bell commercial produces an aura of benevolence, hope, heroism, compassion, …show more content…

Comparable to the “True Story Ads” the recurring theme of endurance was evident in both commercials, with the individual’s struggle to reach a set goal. The more prominent importance of each iconic symbol to the veteran and Lillian though, were shown momentously. To the veteran the significance of the poppy as a whole was very imperative. After being presented with the tissue paper poppy, the emotional gaze on the veteran’s face denoted a special moment that the veterans have or known someone who led a journey of struggle, experience. The commemoration of the fallen troops is vital in paying our respect. The have led our nation to peace. The ad overall creates an aura of sentimentality to raise awareness. Bibliography Kevin Havley. “Tim Hortons “Lilian”. Mov." YouTube Video. January 1997. https://www.youtube.com/watch?v=B7skAyWD2bI Bell Canada. "Bell Canada Remembrance Day Tv Commercial: Poppy." YouTube Video. November 2015. https://www.youtube.com/watch?v=E7ESRBMk36E Linda McNenly. ""What Is a Nation?" "Imagining Canada"" Lecture, University of Toronto, Mississauga, January 21, 2016. Linda McNenly. ""What Is a Nation? Appropriation of First Nations."

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