Cultural Symbolism in Advertising: Canadian vs. Global Brands

Abstract

Cultural symbolism plays a central role in advertising, shaping how consumers interpret brand messages and connect emotionally with products. In Canada, a highly multicultural nation, domestic and international brands increasingly rely on cultural cues to resonate with diverse audiences. This research compares cultural symbolism in advertising used by Canadian brands versus global brands operating in the Canadian market. Findings reveal that while Canadian brands rely heavily on national identity cues—such as multicultural harmony, nature, bilingualism, and community values—global brands adopt universal cultural symbols emphasizing modernity, aspiration, individuality, and global connectivity. The study analyses symbolic messaging strategies, consumer interpretations, and market implications for cross-cultural communication. Recommendations for inclusive, culturally intelligent advertising are offered..