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Essay / Research Paper Abstract
This 5 page paper considers how advertisements may be targeted at specific cultures within a single cu try. This paper shows and advisement aimed at a culture and shows how it is used with the advertisement to appeal to the target market without alienating other target markets. The bibliography cites 3 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEculturead.rtf
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Unformatted sample text from the term paper:
marketplace. This makes the market more complex for those seeking to sell their goods. Marketing needs to be clear and communicate the message to the target market. With a large
number of companies all trying t communicate their message overload may result in the target market blocking out all the messages as background sound (Philo and Miller, 2000). Therefore, the
message has to be targeted in order to gain the attention and be received. One area of difference is that of culture,
which may be used to target different markets. If we look at services such as radio, the BBC have launched a station aimed directly at an Asian audience, and television
programmes also make use of culture, for example, the comedy on Channel 4 called Desmonds. However, whilst this ma be seen as using culture, with the Caribbean /African culture showcased,
it may be seen as having a much broader audience. There are also welsh language programmes that are broadcast in specific areas, which are also targeted at a specific culture.
The marketing of products can be undertaken in the same way, making use of culture to appeal to both specific and general audiences. One company that achieves this is
the insurance company Cigna. In a recent advertisement that show a father and two children, a son and daughter, one each side of him, close up so that only the
heads and torsos are seen, and the children are not fully in the picture. The scene is a happy family seen, and the wording does not indicate any cultural preference,
but the picture may be argued as targeting a specific cultural group as this is a black family. BT have made use of a range of advertisements aimed at different
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