Sociological Analysis of an Advertisement by a Canadian Fabric Brand

Running head: SOCIOLOGY
SOCIOLOGY
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1SOCIOLOGY
Introduction
Advertising has been in survival since time immemorial and has tended to function as a
marketing tool which captures the core of the society. Recently, commercials have been focusing
on cultural beliefs, values and norms of society thus connecting individuals with the conviction
they want to represent. However, according to De Mooij (2018), if these cultural values are well
recognized, advertisements may facilitate successful preservation of societal such values and if
have been scantly deciphered these advertisements may tend to bane on societal fabrics. Thus,
authors have noted that advertisements have the capacity to influence the norms, convictions and
values of a particular society at positive as well as negative level. The essay will provide a
sociological analysis of an advertisement introduced by a Canadian fabric brand.
Discussion
Peace Collective, a Canadian clothing brand with the aim of making a difference in the
society has recently unraveled its new product MAGA hat letter-by-letter and stitch-by-stitch.
Reports of authors have revealed that the thread of the MAGA hat has created a new symbol
which is a red toque with white lettering that interprets, "Welcome to Canada" (Collective ,
2019). Moreover, the online video featuring the advertisement has shown five Canadians of
diverse ethnic backgrounds narrate their individualistic unique stories. These stories primarily
based on the way these ethnically diverse individuals have immigrated to the country, Canada
and responded to the MAGA hat as well as the newly created toque. Authors have noted that the
participants mainly involved Aorwa, a Syrian refugee who fled the Syrian Civil War; Cori, an
LGBT American currently residing in Canada and Victor, an immigrant from Uganda (Lee, Kim
& Ham, 2016).

2SOCIOLOGY
Multiculturalism value has been fundamental to the belief and convictions of Canadians
that all citizens are equal. de Waal Malefyt (2015) has noted that Canada being an egalitarian
society perceive all citizens to be equal which thus has blurred out any form of hierarchical
structure within the society. Considering Canada’s Individualistic yet community-oriented
approach, Peace Collective has designed its new product, MAGA hat thus signifying Canadians
high awareness of their role and responsibility towards communal values and standards. Peace
Collective recognized for its hometown pleasure decorated apparel and accessories like “Toronto
-versus- Everyone” and “Home Is Canada,” in recent times have launched a campaign that sheds
light on things which Canadians have been lately in quest of. Comprehensive studies of authors
have mentioned that historically, Canada began developing into a well-established nation by
welcoming immigrants (Han & Tsai, 2016).
Moreover, even in recent times, Canadians tend to sustain its richness and diversity that
individuals of diverse cultural and ethnic background contribute to society. Drawing relevance,
to these factors, Peace Collective chose to design its MAGA hat thus exhibiting Canada’s and its
people’s support in amalgamating with diverse cultures and ethnic backgrounds (Jardine, 2019).
The product has depicted Canada’s multiculturalism as a toque stitched with the very thread in
order to depict the brand’s consideration towards Canada’s diverse ethnic populations who have
immigrated to the nation. Lee, Kim and Ham (2016) have revealed that the major focus of the
company to showcase its brand amongst the diverse population and further promoting people’s
rights to maintain their distinctive cultural identity thus supporting cross-cultural understanding
and harmony and its attempt to ‘brand’ its customer base constituting of diverse a cultural
backgrounds.