The advertisement I have chosen is called “I am Canadian”.

The advertisement is for the beer brand “Molson Canadian”, that has launched an advertising campaign, emphasized the Canadian aspect of the product. This commercial appeals Canadian people, proud to be Canadian and probably mostly young Canadian, that figuring them out being like this young man. This commercial reveals the stereotypes people have on this country and the pride to belong to this country. It awakes the Canadian national attachment.  It is humoristic and revealing on the same way.

This kind of advertisement, based on the national belonging pride, could not really be applied in France where this feeling, the attachment to the country, is not so intense, or at least hidden. For example, the national day in France is much less popular than in Canada or United States. Nobody go down in the street, with their family and friends to celebrate it. Only official commemoration ceremonies are made.  Besides many Canadian products, as the beer brand, own a red maple leaf symbol, the Canadian symbol, on the packaging, to remind the significance of the origin of the product when customers buy it. It strengthens the national pride and gathering feeling.

Many French people are certainly proud to live in this country and part of this nation. However, this feeling is much more hidden in France, quickly perceived as nationalistic and associated to the extreme right wing party (Front national). It is almost seen as racist or traditionalist to endorse French culture in France. That is why this kind of advertisement wouldn’t have worked in France or would have taken shape  of a Front National cliche.