Adv20001 group 1 assignment ss

Brittany Kahler: 9602445, Melissa Guymer: 9595805, James Roberts 100505411
Group Assignment
Intro
Addressed to the International Olympic Committee, this report is a preliminary
assessment of Canada as a potential host of the 2024 Summer Olympic Games. The
report focuses on Canada’s culture; being beliefs, values and how these differ from
the rest of the world. In advertising and marketing it is important to first understand
the cultural differences one may have, this can then avoid negative behavior that may
evolve from an offensive piece of advertising. In order for the 2024 Summer Olympic
Games to avoid these issues and have a greater understanding of Canada’s culture the
report will include Canada’s cultural attributes and what they demonstrate, how these
cultural values are perceived and understood by other countries, advertising
regulations, the position and treatment of women and immigrants as well as the
workforce. This report will assist in the decision of whether Canada will be an
appropriate host for the games and spectators.
Summary of Canada
Canada is a diverse country that offers multiculturalism and acceptance of all people.
It’s a country that embraces the good traits and portrays values the world should
admire and adopt; diversity, equality, freedom and respect. The culture that Canada
has adopted is a beautiful mix, which accepts peoples opinions and views and
encourages growth within. This is a country that accepts all nationalities in, and
Cultural Attributes
Canada was the first country in the word to adopt multiculturalism as an official
policy (Government of Canada 2012). Canada is a multicultural society, leading back
from the 1980’s when the country opened their doors, inviting people to migrate. The
country is broken down into the ethnic make up of 27% British Isles, 23% French,
15% Amerindian, 6% other and 26% of a mixed background. The language in Canada
that is recognised by the Constitution is English and French.
Multiculturalism in Canada has helped to establish a flourishing country. Their
current multicultural laws ensures the equality throughout the country. The laws
recognises the diversity by race, culture, ethnicity, religion and ancestry and have a
guarantee to everyone for complete freedom (Government of Canada 2012).

Group Assignment
Position& Treatment of women/ Quality or Inequality in the
workforce
There are both racial and gender
inequalities present in the Canadian
workforce. Statistics show that within the
workforce; there are visible inequalities in
earnings between minority immigrants
who earn less than the native-born
Canadian workers (Reitz & Banerjee 2007,
pp.1-52). Unemployment rate is highest
among Aboriginal people, followed by
foreign-born visible minorities, and
Canadian-born visible minorities.
The difference in earnings varies among minority groups and between genders,
although the native born Canadian women are also disadvantaged themselves when
compared to men (Reitz & Banerjee 2007, pp.1-52). Women are participating in the
paid labour force at higher levels than ever before, however when it comes to better-
paid jobs, women are still largely excluded from blue collar jobs, especially in the
skilled trades. Pay inequality between men and women persists and is worsening, in
the workplace and in society as a whole (Canadian Labour Congress 2008).
Canadian Labour Congress 2008

Group Assignment
Sterotyping
Stereotyping in advertising is prohibited in Canada and broadcast advertising must
refer to the Sex-Role Portrayal Code for Television and Radio Programming [since
March 17, 2008, replaced by the Equitable Portrayal Code]. These codes recognise
that stereotyping images can and do have a negative effect on viewers, it is the
responsibility of the broadcaster to avoid stereotyping by showing a conscious
sensitivity to the problems related to sex-role stereotyping, by refraining from
exploitation and by the reflection of the intellectual and emotional equality of both
sexes in programming (Canadian Broadcast Standards Council 2002).
Advertisements in Canada cannot have the following:
 Condone any form of personal discrimination, including that based upon race,
national origin, religion, sex or age (Advertising Standards Canada 2015).
 Appear in a realistic manner to exploit or incite violence (Advertising
Standards Canada 2015).
 Demean, denigrate or disparage one or more identifiable persons, group of
persons, firms, organisations, industrial or commercial activities, professions,
entities, products or services, or attempt to bring it or them into public
contempt or ridicule (Advertising Standards Canada 2015).
 Undermine human dignity (Advertising Standards Canada 2015).
Attitude to advertising to children
The Canadian government regulations implemented by the Federal Communications
Commission and the Federal Trade Commission provide some protection for children
from advertising and marketing practices (Calvert 2008, pp.205-255). One of these
being the Broadcast Code of Advertising to Children which is designed to
complement the principles of ethical advertising outlined in the Canadian Code of
Advertising Standards. This guide outlines that advertisers shall not use violence,
stimulate unreasonable expectations of product or premium performance and should
be consistent with the principles of industry broadcast self regulatory codes such as
those endorsed by ASC, the Canadian Association of Broadcasters (CAB), and the
Canadian Broadcasting Corporation (CBC) (Advertising Standards Canada 2010).

Group Assignment
When it comes to
food retailers,
advertisers are
required to be
consistent with the sound nutrition guidance when advertising food to children, this is
through the Children’s Advertising Initiative (Advertising Standards Canada, 2015).
Overall, advertiser must be aware that programs designed specifically for children are
reaching impressionable minds and can influence social attitudes and is the
responsibility of advertisers to provide the control of material, characterization and
plot of advertisements (Canadian Broadcast Standards Council 2002).
Treatment of immigrants & foreign residents in general
Treatment of immigrants and foreign residents has changed significantly over time.
Chinese immigrants were transported to Canada in order to assist building the
Canadian Pacific Railway. Upon completion, they were made to pay a tax for
residency of up to $500, equating to two years wage. Chinese immigrants were
banned between 1923 and 1947 (Hill, C et al).
Nowadays, having the highest level of immigration per capita in the world, Canada is
regarded as exceptional in terms of managing over 230,000 annual immigrant influxes
with reception programs, high level of refugee acceptance, quasi-identical rights for
citizens and immigrants and multiculturalism programs (Helly, D 2005). Canada is
constantly increasing the number of applicants they allow to attain permanent
residential status beyond temporary work.
In 2010, Canada accepted 280,681 both permanent and temporary immigrants. This
was made up of 67% economic immigrants, 22% family class, 9% refugees, and 2%
other. Canadian nationality law allows immigrants the right to apply for citizenship
after living in Canada for three years, providing they lived in Canada as a permanent
resident for at least two of those years (MarkFairview).
Image Source: Canadian Children’s Food and Beverage Advertising Initiative 2013

Group Assignment
Treatment / Attitudes towards the LGBT community
Canada has wide spread lesbian, gay, bisexual and transgender communities
throughout the country. The larger population of LGBT is found in the major cities
throughout the country. The Canadian Government had made same sex marriage legal
back in 2005, and from this date they have recorded over 21,000 same sex marriages
throughout the Nation. Throughout some of the larger cities in Canada, there are
LGBT-oriented neighbourhoods, or gay villages. One in particular, Gai Village,
located in Montreal, is considered to be cultural and has been put on the cities maps.
The government are aggressively promoting this Village and have included this as a
tourist destination in Montreal, recognising the importance of this Village to the city.
Cultural Values/What do these cultural values demonstrate
Canada has a high regard for their cultural values, their country values independence,
skills, identity, freedom, respect for cultural differences, peace, equality, dignity and
social justice. These values shows the countries respect for their citizens, their country
and welcomes the people of the world in. Canada has long been recognised for its
peace-keeping role around the world (Durham 2010).
These cultural values demonstrate the acceptance and nurturing abilities of their
country. The Government is a unique federal style that is based on compromise and
co-existence. The Governments that are elected into power remain accountable to all
Canadians and citizens, they have a democratic system which is respected and

Group Assignment
promoted to ensure the fair treatment of everyone. The goal of the Canadian
government's cultural policy is to foster an environment in which Canada's cultural
products are created, produced, marketed, preserved and shared with audiences at
home and abroad, thereby contributing to Canada's economic, social and cultural
growth (Foreign Affairs, 2014).
How & Why will these cultural values translate to other cultures
Understanding other people's languages, cultures, etiquettes and taboos is of great
value to the traveller or visiting business person, in this case it is vital for the Olympic
board to understand how the Canadian culture could be translated to other countries
cultures. Canada has a vast cultural diversity forming their society and their main
cultural values which include multiculturalism, equality, freedom, peace and
acceptance, however these may or may not be viewed the same way or have the same
value in other countries (Durham 2010).
How do these cultural values translate to other promotional culture
John, A and Patricia, M suggest that the understanding of cultural value orientations
may be important when marketing products and services to other cultures. This is
particularly important for Canada with their vast cultural diversity forming their
society. The Foreign Affairs, Trade and Development Canada website states that
Canadian books, magazines, songs, films, new media, radio and television programs
reflect who they are as a people.
However, Daniels, C 2012 suggests that ethic marketing, for the most part, has been
separated from the mainstream marketing function and that companies have been
slow to respond to the demographic shift. John, A and Patricia, M also noted that an
analysis of advertisements did not express core cultural beliefs with the position
tending to focus on the nature of products or services promoted rather than the
orientation of the culture in which the advertisement appeared. However, according
to Hofstede’s cultural dimensions, Canada is a culture with low uncertainty avoidance
with a willingness to tolerate ambiguity and uncertainty. This tolerance allows for an

Group Assignment
acceptance in cultural differences and the possible promotional barriers that may
arise.
Cultural context is pertinent to ethicalbehaviour
Ethical systems refer to a set of moral principals or values that are used to guide and
shape behaviour (Hill, C et al). Being a multicultural nation, Canada has a diverse
range of moral principals and values. Canada is made up primarily by a combination
of three cultures – an Anglo culture, a French-speaking ‘Quebecois’ culture and a
Native American culture (Hill, C et al). These have been the main influential cultures
in forming Canada’s ethical behaviours.
The new Quebec Education Program was developed to stress the pertinence of ‘living
together with differences.’ The education program endeavours to enrich student’s
world-views by developing their autonomy to understand ethnic and cultural diversity
in their community, while affirming their own values in a spirit of respect for
differences (Bouchard, N). The program represents Canada’s intent to promote
harmonious social relations within the community, linking Canadian culture to the
common value of respect for differences in a hope to form an ethically united nation.
Discuss if that country is an appropriate place for the athletes &
spectators
Canada has only hosted the Summer Olympic Games once in 1976 in Montreal yet
possesses many attributes required by the International Olympic Committee (IOC) to
be an appropriate venue for an Olympic Games. The IOC notes the importance of
government support, legal issues and public opinion, general infrastructure, sports
venues, environmental conditions, accommodation, transport capabilities, safety and
security. Canada ranks well in these areas and has a great reputation internationally. A
recent international survey conducted in 2014 asked 27,000 people what they thought
about the safety, public policy, and efficacy of government and other attributes of 50
countries (Kliff, S 2014). The results (see appendix 1) backed up claims that Canada
is viewed as a leading nation in contention for such an event.

Group Assignment
Multiculturalism is embraced in Canada, making it a welcomed and accepting place
for the cultural diversity such an event would bring. It would provide a low-risk
environment, Kliff, S 2014 notes Canada boasts the lowest rate of assaults than any
other country. Athletes and spectators would be offered a variety of attractions
including world-famous parks, historic sites, museums and events.
Conclusion
In summary, Canada has great potential to host the 2024 Olympic Games based on the
findings of this report. As sport is a great contributor to globalisation, Canada has the
attributes to facilitate the growing nature of internationally participated sport and the
cultural, political, economical and societal roadblocks which may stand in the way.
Canada ranks highly in safety, cleanliness, ethical standards, multicultural acceptance,
treatment towards immigrants and equality in society. The purpose of an Olympic
Games according to the IOC is to embrace the ‘Olympic Spirit’ with the mission to
build a peaceful and better world through creating a mutual understanding in the spirit
of friendship, solidarity and fair play. As a nation, Canada has a lot to offer in terms
of supporting this notion of Olympic Spirit and has the potential to encourage and
support athletes and spectators from every corner of the world in the global
phenomenon that is the Olympics.

Group Assignment
Appendix 1

Group Assignment
References:
Advertising Standards Canada 2015, ‘The Canadian Code of Advertising Standards’
Advertising Standards Canada, viewed online 1st February 2015
<http://www.adstandards.com/en/standards/canCodeOfAdStandards.aspx>
Advertising Standards Canada 2010, ‘The Broadcast Code for Advertising to
Children, Advertising Standards Canada, viewed online 1st February 2015
<http://www.adstandards.com/en/clearance/childrens/broadcastCodeForAdvertisingT
oChildren.pdf
Bouchard, N. (n.d) Canadian Education Association: Living Together with
Differences (online) retrieved 05/02/15
http://www.cea-ace.ca/sites/cea-ace.ca/files/EdCan-2009-v49-n1-Bouchard.pdf
Calvert, S 2008, ‘Children as Consumers: Advertising and Marketing’, Future of
Children Organisation, VOL. 18 / NO. 1, pp.205-225, viewed online 1st February
2015,<http://web.b.ebscohost.com.ezproxy.lib.swin.edu.au/ehost/pdfviewer/pdfviewe
r?sid=5a23e206-5560-4f8f-a6e5-
a299e9ed1ae9%40sessionmgr114&vid=1&hid=116>
2014, Canada- Language, Culture, Customs and Etiquette, Kwintessential, viewed
14.01.15, http://www.kwintessential.co.uk/resources/global-etiquette/canada.html
Canadian Broadcast Standards Council 2002, ‘CAB Code of Ethics’,
Canadian Broadcast Standards Council, viewed online 1st February 2015<
http://www.cbsc.ca/english/codes/cabethics.php#Clause3>
Canadian Children’s Food and Beverage Advertising Initiative 2013, ‘ About the
Inititaitve’, Advertising Standards Canada, Viewed online 1st Febraury 2015
<http://www.adstandards.com/en/childrensinitiative/about.html>

Group Assignment
2013, Canadian Culture in a Global World, Foreign Affairs, Trade and Development
Canada, viewed 19.01.15, http://www.international.gc.ca/trade-agreements-accords-
commerciaux/topics-domaines/ip-pi/canculture.aspx?lang=en
2012, Canadian Multiculturalism: An Inclusive Citizenship, Government of Canada,
viewed 14.01.15, www.cic.gc.ca
Canadian Labour Congress 2008, ‘Women in the Workforce: Still A Long Way from
Equality’, Canadian Labour Congress, viewed online 3rd February 2015
<http://www.canadianlabour.ca/sites/default/files/pdfs/womensequalityreportEn.pdf>
2010, Canadian Values, Welcome Peterborough.ca, viewed
20.01.15,http://www.welcomepeterborough.ca/About_Peterborough/Canadian_Value
s.htm
Culture of Canada, Vancouver Island, viewed
20.01.15, https://www2.viu.ca/homestay/CanadianCulture.asp
Daniels, C. 12 March 2012. “Multicultural Marketing: The Visible Majority” (online)
retrieved 04/02/15
http://www.marketingmag.ca/brands/multicultural-marketing-the-visible-majority-
48428
Eichler M, Lavigne M 2014, Women’s Movement, Historical Canada, viewed
14.01.15, http://www.thecanadianencyclopedia.ca/en/article/womens-movement/
2014, Foreign Affairs, Trade and Development Canada, Government of Canada,
viewed 14.01.15, http://www.international.gc.ca/rights-droits/women-
femmes/equality-egalite.aspx?lang=eng
Foreign Affairs, Trade and Development Canada: Canadian Culture in a Global
World. (n.a) last updated 13/09/2013.

Group Assignment
http://www.international.gc.ca/trade-agreements-accords-commerciaux/topics-
domaines/ip-pi/canculture.aspx?lang=en
Hawkes, David, 1971 ‘Chinese poetry and the English reader’ In R. Dawson (Ed.),
The legacy of China, London: Oxford University Press, pp. 90-115.
Helly, D. 2005. “Is Canada a Country of Exception for Immigrants and their
Families?” (online) retrieved 05/02/15
http://www.im.metropolis.net/medias/hellycanadacountry.pdf
Hill, C. Cronk, T. Wickramasekera, R. (2014) “Global Business Today.” Third
Edition, McGraw-Hill Education, North Ryde, NSW Australia. P378
John, A. McCarty. Patricia, M. Hattwick (1992) “Cultural Value Orientations: a
Comparison of Magazine Advertisements.” Advances in Consumer Research Volume
19. Association for Consumer Research
Kliff, S. 13 October 2014. “No doubt about it: Canada is better than America in at
least 7 ways” (online) retrieved 14/02/15
http://www.vox.com/2014/7/1/5843316/the-case-for-canada
Kwan A, 2012, Men Objectify the female body – but so do women: study, The Globe
and Mail, viewed 14.01.15, http://www.theglobeandmail.com/life/the-hot-
button/men-objectify-the-female-body-but-so-do-women-study/article4442411/
2014, LGBT in Canada, Wikipedia, viewed 14.01.15,
http://en.wikipedia.org/wiki/LGBT_in_Canada
2013, LBGT in College, Trinity College Dublin, viewed 14.01.15,
https://www.tcd.ie/equality/equality-in-trinity/LGBT.php
2013, Making a change with Voices of correspondent - 2013, World Pulse, viewed
14.01.15, https://worldpulse.com/node/25878
MarkFairview. (n.a) (n.d) “Immigration to Canada.” (online) retrieved 05/02/15

Group Assignment
http://markfairview.com/immigration/
Markus, A. Journal of Sociology. March 2014. (online) retrieved 04/02/15
http://jos.sagepub.com/content/50/1/10.short?rss=1&ssource=mfr
Reitz, J, Banerjee, R 2007, ‘Racial inequality, social cohesion and policy issues in
Canada’, pp.1-52, viewed online 3rd February 2015
<http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.111.202&rep=rep1&type
=pdf>
The Canadian Race Relations Foundation 2014, ‘UNEQUAL ACCESS: A Canadian
Profile of Racial Differences in Education, Employment and Income, The Canadian
Race Relations Foundation, viewed online 6th February 2015
<http://www.crr.ca/en/component/flexicontent/292-policies-and-research/23538-
unequal-access-a-canadian-profile-of-racial-differences-in-education-employment-
and-income?view=item
2010, What are Canadian Values, Durham, viewed 20.01.15,
http://www.durhamimmigration.ca/creating%20community/Pages/WhatareCanadian
Values.aspx

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