We live in an advertising-driven world. Of course, this is a world that we have created. We don't enjoy paying full price for products, so we let others pay a portion of the price in exchange for passing a message on to us. So, when we open our favorite magazine, there are dazzling advertisements for clothes, shoes, vehicles, and alcohol. When we turn on the television, we are greeted by cheerful faces attempting to sell us soup, toothpaste, sweets, and politicians.
What we often don't realize is if what we're seeing is an international brand's ad, then it will have a very similar ad in different parts of the country too. While we might only be seeing a part of it in India, ads like this will be aired in all parts of the world. When the same ad is portrayed almost the same way, it becomes a sort of multicultural marketing. Multicultural marketing is crucial because it recognizes the value of your audience's uniqueness and embraces them. Multicultural marketing allows brands to directly appeal to different subgroups and persuade them to engage with the brand.
To drive the point home, the ad I have taken here is made by Coca-Cola. A very famous aerated beverage, Coca-Cola is the favorite of a lot of people. So it is no surprise that it has advertisements aired in almost all parts of the world. The advertisement we are taking into consideration is that of a teenage girl who falls for a handsome hunk who drinks the beverage in a very dreamy way. This particular advertisement was aired in many parts of the world with the tagline, "Taste the Feeling."
In this ad, you can see how everything is the same from the dress the actors are made to wear to how the ad is structured. Although the three ads are from three different parts of the world such as Asia, Europe, and Africa, it tries to portray the same emotion. If we try to find the physical differences that can be seen in the ad, those are very minor things like the Asian girl eating a lollipop and having more Asian-oriented food preferences in the background when compared to the other two ads.
When going into detail about the multicultural appeal these ads have, it is safe to say that it does have a strong appeal in itself. It's all about personalizing your message to the people you're marketing to in multicultural marketing. The days of a single message that worked for all demographics are long gone. To be successful with a marketing campaign these days, you must consider not only ethnicity but also trends and pop-cultural allusions. This is exactly what these advertisements have done. Based on the particular region they are marketing for, they have tailored the ad according to the area they are marketing in.
As for the target audience or the TA of this ad, it is directed at youth from the age of 20 to early '30s. This ad showcases tones of flirtation, seduction, playfulness, cuteness, and beauty. While the heroine of the ad is a young girl who's bored sitting at the store, the hero of the ad is a handsome guy who the teenage girl instantly falls for. Meanwhile, the unintended TA of the ad would be people who are already addicted to Coca-Cola, people who have liked the ad, and young children who easily get influenced by almost anything.
Although this gives you an idea about what multicultural advertising is and how a simple advertisement differs from region to region, This happens as consumers now, more than ever, demand authenticity and humanity from their sellers. Being genuine fosters trust, mutual goals, and a sense of security that you, as a vendor, empathise with and understand your customers.
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