Target, an iconic American retailer, launches its first Canadian advertisement during the Oscar telecast February 24th, 2013. The company plans to expand to Canada, with ambitions of opening up to 200 new stores in 2013. The ad featured the Target's mascot, the bull terrier Bullseye, riding in a motorcycle sidecar in a neighborhood setting, passing through notable Canadian landmarks such as a lighthouse, hockey players, and totem poles. Featured in the ad is also a rendition of Mister Rogers’ song “Neighborhood,” covered by the Canadian band Dragonette. Target seems to be targeting the emotions of its Canadian consumers by playing on the neighbor-aspect of the ad, and showing Canadians, who might feel uneasy about an American corporation coming on Canadian soils, that they have recognized the Canadian identity and are inviting to it. Target is getting to know their Canadian consumers and trying to build a relationship with them through emotional engagement, but also showing Canadians what sort of a company they are and how they differentiate themselves compared to other retailers.
(Sharon Zhang, 06240962, Comm335-2, branding, emotions, identity, article)