ARCHIVED - Linguistic Duality in Commercial Advertising and Sponsorship

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September 2003

Table of Contents

Executive Summary

I. Introduction

II. Methodology

III. Legislative and Policy Framework

Official Languages Act
Communications Policy of the Government of Canada

IV. Observations

Mandatory Bilingualism

    1. VIA Rail
    2. Canada Post Corporation
    3. National Capital Commission
    4. Canadian Tourism Commission
    5. Foreign Affairs and International Trade

Optional Bilingualism

    1. Air Canada
    2. National Arts Centre
    3. National Gallery of Canada
    4. Industry Canada

Key Factors and Considerations

    1. Francophone Market
    2. Linguistic Format
    3. Alternative Advertising Vehicles
    4. Translation Assistance
    5. Private Sector Costs of Bilingual Advertising
    6. Bilingual Service Capacity
    7. Linguistic Balance
    8. Third Parties
    9. Government Role

IV. Conclusions

Guidelines for Promoting Linguistic Duality in Commercial Advertising and Sponsorships