Global Beer Fridge Advert Analysis

The commercial “Global Beer Fridge” by Molson Canadian is informative and insightful because the company uses creativity and technology in order to develop a connection between the brand and the consumer. A bright red fridge was distinctively placed outside in an open space in Toronto. What was interesting about this fridge was neither the vibrant red color, nor the location, but it was the voice-activated aspect of the machine, where the only way to open the fridge would be to say the phrase “I am Canadian” six times, all in different languages. The advanced technology allowed the fridge to recognize several languages. Upon completed success, the door opens, revealing the fridge to be fully stocked with Molson Canadian beer cans. The purpose
The location of the fridge naturally attracted attention from the people roaming the streets of Toronto and reinforces the concept of togetherness despite being strangers beforehand. The new community’s attempt to open the fridge was much more than trying to obtain beer; it demonstrated characteristics of Canadians creating a welcoming environment and a sense of community, ultimately representing Canadian culture. The commercial strongly reflects what the dominant ideology of being Canadian might be like, allowing those who saw the advertisement from outside of Canada to think that this is the Canadian lifestyle while also assuming that it’s more of a travel and tourism commercial than a beer advertisement. Nonetheless, there were still evident signifiers, which demonstrated that it was in fact a beer commercial. The Iconic sign present would be the Maple Leaf on the fridge and on the beer. The Indexical sign is the fridge, mainly due to the color that is associated with the same red on the Canadian flag. The indexical sign indicates or points to something else. The symbolic sign is the fridge itself – if it did not have the indexical sign of being red, or the iconic sign of the Canadian flag, or even the instructions of saying “I am Canadian,” then it would just be a regular fridge – but it’s not. The fridge is a symbolic sign because if it was not for the social aspect of the crowd gathering, or the cultural conventions as mentioned earlier, then it would simply be a fridge oddly placed in the middle of Toronto. With symbolic signs, there is no necessary connections between a sign and symbol. Molson Canadian is trying to bring an anchorage of Canada by using the phrase “I am Canadian,” being anchored to the image