https://www.youtube.com/watch?v=gRS4shfH1Pw
https://www.youtube.com/watch?v=0IkPS7DnZXM
In the business world, values can be used as a tool to persuade a particular group of consumers to buy the product/service. Both commercials illustrate how a population that is generally known to be individualistic (English commercial targeting an American audience) and a population that is viewed to have collectivism morals (Spanish commercial targeting a Hispanic crowd) hold different types of values.
The commercial in English clearly demonstrates the mentality of an individualistic society as the value heavily weighs on the importance in looking after and taking care of oneself (obtain immediate assistance in a case of emergency or situation.) The general message the commercial conveys is security and the accessibility to that security. This is parallel to the ideology of being self-reliant in individualistic cultures as people tend to be concerned with self-centered values and self-sufficiency (being self-sufficient in an individualistic culture is viewed to guarantee the well-being of the society/group.)
While people in individualistic cultures tend to distance themselves psychologically and emotionally from each other, the well-being of others is highly valued in collectivism societies, so considering the needs and feelings of others are important. The commercial in Spanish represents this harmonic and interdependence view as family dynamics are emphasized: Parents go together as a family to drop off their daughter at her college; father goes back to give his daughter one more hug displaying affection and interdependent view of the self as part of a larger social network that includes one’s family.
Yulieth, this is a very interesting pair of commercials.
I agree that the Spanish-language commercial places heavy emphasis on family connections and interdependence, but I’m not sure that the English-language one demonstrates an emphasis on individualism and taking care of oneself; instead, it’s the company that will take care of you. In the Spanish-language commercial, the responsible father is taking care of everyone, and State Farm is one way for him to do that. In the English-language commercial, State Farm IS the father — or rather, the fairy godmother!
Also the two individuals that State Farm is protecting speak perfect English but look rather different from the Wonder-Bread-white State Farm agent who takes care of them, no?