Nationwide Insurance Company Essay Example

expand its audience beyond its current demographic and appeal to a broader range of people as insurance is a necessity for almost everyone.

In an effort to connect with people, it is emphasized that buying lotto tickets is a common practice. Statistics reveal that the majority of lottery ticket buyers belong to the lower middle income bracket or below the poverty line. The show CSI Miami then resumed, followed by commercial number 7 featuring the Volvo S-80, portrayed by a Caucasian man and woman dressed in expensive attire.

The TV ad showcases a luxurious European car that the man accelerates while the woman asks if they can make it. The ad implies that Volvo is a fast, expensive, and high-quality car that caters to individuals with expensive taste and can afford it. It also targets bachelors who want to live in the fast lane. The ad hints at the notion that women are impressed by the type of car men drive. The commercial portrays Appleby's restaurant by showing a diverse community of people eating together.

The advertisement for Appleby's emphasized the presentation of delectable and appetizing foods while promoting the catchphrase “That’s eating well in the neighborhood” and the message of affordable healthy food available at a nearby location. The advertisers intentionally omitted featuring a lot of people to avoid ethnic identification and appeal to a wide range of ethnic groups in American society. In addition, the advertisement highlighted the importance of good restaurants that are affordable and cater to families dining together.

The message of Commercial #9 for Cingular Network Phone Company is targeted towards families of any ethnicity or age. The advertisement features a regular-looking dark-haired

man and his soon-to-be father-in-law, who has gray hair. The voice-over begins with the greeting "Hello Mr. Mcdermott…Call me Jim" and then the conversation drops off. The intended message is for viewers to switch to the network with the lowest rate of dropped calls.

The advertisement aims to target individuals across diverse cultural and economic backgrounds. Additionally, it criticizes other wireless phone networks that frequently experience dropped calls, encouraging those who have been frustrated with such issues to switch to the network with "fewer dropped calls". The use of humor in the form of a potential son-in-law stuttering and addressing his future father-in-law as "Mr. Mcdermott" after experiencing a dropped call is intended to resonate with a broad audience.

This theme is suitable for families, as it encompasses the difficulty in in-law relationships that transcends all cultures. The commercial features Bare Minerals' SPF Skin Block product and a black-haired girl applying it to her face. The message emphasizes that Bare Minerals' foundation is not only beneficial for the skin by providing protection against aging and UV rays, but it also lightens the skin tone. The commercial showcases women of diverse cultures and hair and skin tones, demonstrating an attempt to appeal to a wider range of female clients.

The ad targets women who are mindful of their skin, which can include practically all women, making it a general appeal. It creates a shared understanding of the product's necessity across ethnic lines. The emphasis is on the product's use and its impact on the skin rather than the ethnicity of the model. To address intercultural communication challenges, three perspectives - social psychological, interpretive, and critical -

can be integrated to effectively convey messages (Samovar, 2006).

Television commercials are a tool used by marketers to reach out to specific or mass market bases. The Volvo ad, for example, targets the AB market, while the Nationwide Insurance ad targets the BCD market. Ads for lotto tickets target CD markets. These ads are expensive because the ad creators spend time conceptualizing each word and imagery before video production starts. To connect with a specific audience, marketers must infuse imagery that resonates with them, even if it potentially offends others. Cultural sensitivity is crucial in this globalized society, including for businesses and marketers who must be aware of the communication nuances and needs of diverse populations (Altwood).

As the world becomes increasingly global, it is important to adopt an open and culturally sensitive approach to communication in all aspects of our daily lives. This includes the way we advertise products, as demonstrated by a study on French and Finnish technology advertising texts.[1]
References:[1] Allwood, Jens (ed. ) Journal of Intercultural Communication. Addressing the Consumer in Standardised Advertisements: Linguistic Cues in French and Finnish Technology Products’ Advertising Texts. Retrieved from http://www.immi.se/intercultural/