Global Beer Fridge Commercial Essay

In Canada, the First Nations people are the first people who came to Canada first and were the ones who started off as being the various distinct groups in the country. In fact, the name Canada comes from the Iroquois word “Kanata” meaning village. The I am Canadian and Global Beer Fridge commercials by Molson Canadian promote a message of cultural exclusion of the First Nations groups in Canada. Through this essay, the I am Canadian and Global Beer Fridge commercials demonstrate cultural exclusion through the use of their speakers, one representing the Caucasian race and the other with people of multiple ethnicities. Moreover, Molson Canadian attempts to provide through their commercials a positive image of beer, but fail to acknowledge one

In the I am Canadian video, Molson Canadian picked a Caucasian male to discuss the message of Canadian stereotypes. As a matter of fact, it is interesting that Molson Canadian chose someone of this ethnic group to represent their company in this commercial because it serves a purpose to explain that Molson’s target audience is possibly only certain groups of people and is not suited for everyone. On the other hand, the “Global Beer Fridge commercial includes people of all races, but excludes speakers of the first people who were part of the country, the First Nations people. As a matter of fact, Molson Canada is trying to promote through this commercial that they support people of all cultures that seem to make the majority of the nation who are allowed to enjoy the privileges of beer compared to the minority groups who should not be allowed to share the same privileges. Thus, the two commercials I am Canadian and Global Beer Fridge both seem to exclude a dominant group in Canada’s history due to the privileges for the more dominant group in Canada’s

Moreover, the two ads omit the cultural inclusion of Native people due to negative instances between alcohol and Aboriginal people. When the English and French colonizers had arrived in Canada, the fur trade began to start with the two groups and as a result of this, alcohol (rum and brandy) was used as a gift in the exchange process (Waldram et al). As a matter of fact, when the Aboriginal people were exposed to alcohol, as a result of bringing alcohol into the nation, the Natives took the form of binge alcohol where they kept on drinking until the alcohol was gone. According to Statistics Canada survey done on Aboriginal peoples in 2012, “For those 12 and older, the rate of heavy drinking (five or more drinks on one occasion at least once a month in the 12 months preceding the survey) was 35% for off-reserve First Nations people, 30% for Métis, and 39% for Inuit, compared with 23% for non-Aboriginal people” (Statistics Canada). On the other hand, the Molson Canadian commercials portray a positive image of beer as it includes people of all different races that are known to enjoy beer for good purposes rather than negative purposes. Thus, Molson Canadian decided to exclude Aboriginal people in their videos as if they promoted the negative stigma about beer then a positive one, then no one would end up buying