Cultural Implications Of Canadian Nationalism

Canadian Nationalism is seeking to promote unity, independence, and the freedom Canada holds so closely to it, while representing the well-being of Canada and its citizens. It has been a significant force since the 19th century and has typically manifested itself as seeking to separate the country from the strongholds of the United Kingdom and the United States (Denis Smith, 2006). Citizenship and nationhood within the Canadian context may be understood as the stuff people buy, the coffee they drink, and the feelings that are presented within daily life, that help others understand the social and cultural implications of each of these things. Molson Canadian is a corporation that relies on their "Canadianism" to be successful against competitors

There is reference made to Canadian history and the natural geography of the nation within the first line when Joe states "… I'm not a lumberjack, or a fur trader" (Hunt, 2000). Many know of Canada's tense past with regards to Hudson's Bay and the exploitation of the first nation's people, but Joe is saying that Canadian's are more than material items accumulated from being home to one of the oldest department stores in North America. There is also a reference to Canadian manners and the common knowledge that as a nation, Canadian's are known to be open, friendly and inclusive to everyone when Joe goes on to say "and I don’t know Jimmy, Sally or Suzy from Canada. Although I'm certain they're really really nice" (Hunt, 2000). This particular part of the script has an underlying message about Canada and the "small-town feel" that is thought of by both Canadians as well as American's. The idea that the nation is full of small, close-knit communities is one that is held dearly to the hearts of many. This concept is a representation of Banal Nationalism, or the everyday representations of the nation which build on a shared sense of national belonging. Whether it be in regards to social groups or even enjoying a Tim Horton's double double during a sporting event, these are all things that are seemingly insignificant but are aspects of social and cultural life that makes

Both the denoted meaning of the ad, as a commercial to increase beer sales and create a relatability with audiences; and the deeper, connotated meaning, was done so in a way that demonstrated the vital aspects of socio-cultural life within Canada's boarders. Molson relied on the basic, everyday misunderstandings of outsiders, to create a story in the hopes of creating an attachment between the audience and the ad. From using an "average Joe" to narrate the story, to the script itself, the campaign constructed a story that many can relate to in a way that is both semitocally satisfying as well as easily memorable. It focuses more on the message being sent, than the object itself with the only relation being the "I Am Canadian" at the end of the advertisement, which many have come to know as the slogan for