This study conducts a rhetorical analysis of ads used for adoption of indigenous children from the Canadian child welfare system. I looked at a specific adoption event called the “Sixties Scoop” in which over 20,000 indigenous children were taken from their homes and adopted to middle and upper middle class white families in America. I looked at the rhetorical strategies used within the AIM program. The AIM program was most prominent within the times of the "Sixties Scoop.” My main purpose was to uncover how the program’s ads contributed to the process of neocolonialism within Canada by exposing how these ads affected discourses about neocolonialism; more specifically how the ads affected perception of the classic family structure and the identification of First Nations groups. By explaining how the ads attempted to control discourse and thoughts about the neocolonialists practices within the AIM program it would help explain how the intentions to control discourse leads to physical action taken against indigenous communities.


Ahmet, Atay

Second Advisor

Weller, Melissa


Communication Studies


Communication | Social and Behavioral Sciences


Indigenous, Neocolonialism, ads, First Nations, Métis

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



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