This group informs the general public on the dangers of the mining process (Mehra, 2009). In this attempt, the group creates a level of resentment between the public and the products of the Canadian oil sands companies. Each and every advert is aimed at communicating the importance of a good or service to the target group. In this case, the advert is mainly focused on making the target market gets the feeling that the production of crude oil from sand is the new way to go since the effects of the processes on the environment are limited. The conservation of the water that is used in this process makes it ideal because the water is a very essential commodity to human. The ad exploits this fact by demonstrating to the general public that the recycling of water makes the energy produced by this process legit and eco-friendly.The use of campaign advertisements is the most common element of the campaign, especially where the effects of mining to the environment is concerned. The focus of this advert is the sustainability of the environment. In this case the use of water in the mining is the focus of the advert.In this ad, the achievement of customer satisfaction is the main aim of the company. This implies that the companies try to achieve legitimacy by appealing to the population. There is a need to identify customer segments and the particular needs that the segment wants (Mehra, 2009). Identifying the customers segment will provide the advertiser with the opportunity to model the advert in a specific way that it meets the demands of the target market. In Deschamps (1995) the satisfaction of the customer has been described as not the overall truth about the actual customer experience. It could be as a result of some factors that the consumer cannot let off. In this case, the targeted audience of the advert does not have to be satisfied by the outcome the mining process. In fact, they have to be convinced that the mining is sustainable to the environment and that the most important commodity (water) that is needed for human survival is well utilized in the process. Danesi (2008) describes advertising as a fetishistic culture. In the description of business culture, the basic objects of consumption are regarded with the same priority that religious icons are. As a basic rule, it would be difficult to take these icons for granted. And
Deschamps, J. P., & Nayak, P. R. (1995). Product juggernauts: How companies mobilize to generate a stream of market winners. Boston: Harvard Business School Press.
Danesi, M. (2008). Why it sells: Decoding the meanings of brand names, logos, ads, and other marketing and advertising ploys. Lanham: Rowman & Littlefield.
Mehra, A. (2009). Advertising management: Media approach for market research. New Delhi, India: Global India Publications.
Bignell, J. (2002). Media semiotics: An introduction. Manchester [u.a.: Manchester Univ. Press.
Canada’s energy – water advertisement available at :
Canada’s energy – kids advertisement available at :
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