Communication in International Management - Essay Example

? Communication in International Management Affiliation: Communication in International Management Introduction In recent years, the concern about shifting to a healthier lifestyle has gained a tremendous pace. However, consumers nowadays demand health with taste. The selected advert, the Genius Gluten Free, depicts the same idea with simple brilliancy. Gluten is a form of protein present in barley, wheat, oats, rye and triticale. A few people suffer from unwanted reactions when they consume anything containing gluten. The harshest reaction is a condition called coelliac disease. Some other forms of reactions include non-coelliac gluten sensitivity, gluten intolerance or gluten sensitivity. Persons with coelliac disease and gluten sensitivity feel improvement when they pursue a gluten free diet. This Genius Gluten Free advert has presented this entire idea in a simple, attractive and tempting way, which has the potential to grab its target consumer within an instant. Meaning of the Advert Genius Foods has launched what it promises to be the first TV advert for a gluten free bakery brand in the United Kingdom. The theme of the advert offers a wholesome and tasty option for those looking for a gluten free diet. It has been presented with a quite homely touch, particularly with a mother expressing her delight in the product. The layout is attractive and appealing as consumers would love to try the product. The line at the bottom is convincing and drives the consumer to know more about gluten free products and related benefits and eventually end up in buying the brand. It is a very strong motivator for the consumers to try the brand after realising the importance of instilling gluten free products in their daily diet. The slogan ‘Surprise! I bake you a cake’, as pictured in the ad, is expressing a simple gluten free seeded loaf to be as tasty and tempting as a cake. There is a mother standing beside with a cake, and surprised expressions tell the audience about the goodness of the Genius Gluten Free brand, which is not only delicious but also wholesome (Locker & Kienzler 2009). Denotative and Connotative Meaning Genius Gluten Free bread offers full sized slices that are ideal for sandwiches. It has been created for people who rely on a gluten free lifestyle and can enjoy a pleasant tasting gluten free bread option. The advert has been expressed through a perception of a common consumer who lives on a gluten free diet and looks forward to having a daily diet free from gluten but does not want to compromise taste. This bread brand has delivered its message successfully to its target market, which is a common health conscious consumer. The meaning of a mother with a cake captures the common household attention to buy a better option of daily bakery requirements with a much better taste in comparison to other gluten free products available in the product (Martin & Chaney 2012). The advert also emphasises the fact that there are some people who wish to switch their diet to a gluten free one but are hesitant to bear the unpleasant taste it might offer. For these types of people, the Genius Gluten Free has offered a complete healthy solution with supreme taste and health at the same time. Moreover, a strong aspect in the advert is the information it is offering to its consumers to check further knowledge about the gluten free products through a website link provided (Mead & Andrews 2009). This enables the consumers, especially the dubious ones, to learn more about the special diet option, and what benefits a gluten free diet can offer them if they incorporate it in their daily diet plan. The complete advert is aimed to target its market with a convincing idea simple enough to understand and attractive enough to buy the brand. Most importantly, the advert is capable of retaining in the minds of those who watch it, which becomes a great factor in making an actual purchase by the consumer. Cultural Aspect and Consumer Accessibility The Genius Gluten Free bakery brand has captured a big share in the UK consumer market since it has a deep focus on its cultural values and has beautified the native cultural aspects with an effective convergence of ideas into a single theme. The brand achieved huge acceptability among the common consumers through integrating it into the life of a common household of the UK. There has been a tradition in the UK where moms at home bake cakes and other bakery products for their kids. This idea has been captured and creatively portrayed with a mom and her cake. However, the delight on the mom’s face is not in the cake she baked but in finding a better alternative in terms of health and taste at the same time. This concept has made it culturally a strong motivator for the common UK consumer because they can relate their selves with this advert easily and hence get convinced to buy the product for their kids or family members (Rodrigues 2008). The brand accessibility is also quite convenient and has been aimed to reach a common person’s pocket. Although the brand can be considered for a specific target audience with an interest in having a healthier gluten free lifestyle, it has been depicted as a product within reach and understanding of everyone. Target Market Based on the above descriptions, the Genius Gluten Free targets around 15% of the total population inclined towards a gluten free diet or avoiding wheat regularly. This becomes a huge potential target market for the Genius Gluten Free bread brand. There is a massive demand for gluten free products, and if the consumers are offered such brands, there will emerge a great portion of the market that can be catered by the brand (Thill & Bove?e 2012).  Conclusion With the help of the above descriptions and assessment of the advert, a few conclusions can be drawn and further emphasise the individuality and creativity presented in the advert and how far it can be considered as a successful attempt to capture its intended market. Gluten free products have been proven to be highly beneficial for the consumers who have a protein allergy and can suffer from related diseases such as coellic illness and other similar medical conditions. The brand is aimed to provide those consumers with a healthier and tastier solution for their basic and routine diet. Also, the advert has gained popularity among the native consumers because it has well integrated its viewpoint with the cultural values and practices, which has made the advert acceptable and conveniently accessible to all consumers. Furthermore, the advert has been analysed on the basis of its presentation and form of its idea generation, which is why it is so appealing to a common consumer. The whole concept of the advert has been creatively presented, and the ideas integrated in it are exclusive and make the brand an excellent option for those who live entirely on a gluten free diet and are willing to switch their diet to a more delicious alternative while maintaining the health factor. Also, it is meant to target those people who would like to know more about the brand and its benefits, through offering them a useful website link serving as a complete guide and giving information about the gluten free diet. References Top of Form Bottom of Form Top of Form Top of Form Bottom of Form Top of Form Bottom of Form Top of Form Locker, KO & Kienzler, DS 2009, Business and administrative communication, McGraw-Hill Higher Education, New York. Martin, JS & Chaney, LH 2012, Global business etiquette a guide to international communication and customs, 2nd edn, Praeger, Santa Barbara, CA.Bottom of Form Mead, R & Andrews, TG 2009, International management: culture and beyond, John Wiley & Sons, Chichester, England. Rodrigues, C 2008, International management: a cultural approach, Sage, London. Thill, JV & Bove?e, CL 2012, Excellence in business communication, Pearson Education, Harlow. Bottom of Form Read More