ANG 160 Fall 2005
and publicity are everywhere in our lives in many forms: in newspapers, TV,
radio and even signs on the sides of a road. But this publicity needs to be
tested on a small scale before it actually reaches bigger audience. To do
these tests, advertisers need to have a sample
population, and with the cultural diversity, they also need to have an
idea of how multiple cultures will accept and react to their creations. With
the biculturalism that exist in the Eastern Townships, advertisers are
attracted to do this testing in the region. But let us see first how we
developed this biculturalism.
Eastern Townships was first built by Loyalists from the United States. Those
newcomers fled the War of Independence and brought with them their culture and
their language. In 1840, the Eastern Townships was two-thirds anglophone and
their numbers started to decline
since that time. This decline was caused by a migration of francophones to the
region searching for opportunity and work during an economical crisis. But still
today anglophones are an important part of the region, even though about 90% of
the population of the Eastern Townships noe speak French. The word township
itself comes from the way the Loyalists divided the land. In the french part
of Quebec, we use the word ‘rang’.
Due to by our relative closeness to the United-States,
Americanization also brought it’s
influence on culture and media in the region caused. After World War II, the ''American
Dream'' begun to spread in our country and in our province and the United States
continued to influence both our English and French cultures.
Advertisers are aware of this thus use the Townships to research and test
their publicity. In this domain (like
in every media, but mostly in advertising), one of the most important parts of
the process of developing a publicity is to find the right public and to see how
this public reacts to the product. By releasing their benchmark campaign in the
Eastern Townships, advertisers can have a more accurate and specific result for
their research. This reality of biculturalism can be seen as representative of
the needs, values and norms of the rest of Quebec. The closeness of the two
cultures bring advertisers a source of information of how to improve their adds.
They can then redesign them (if needed) and release a full scale publicity
campaign that can now be seen and/or heard across Quebec.
As we walk more and more in a century where multiculturalism is replacing biculturalism, media and advertisers have to adapt themselves to a new reality. They can’t stay in the same pattern if they want to stay in touch with the population’s needs and values. The more you know your customers, the better your advertisement is. The better your advertisement is, the bigger is the number of people that will buy the products. Especially if those people are part of the public you were targeting first.