The Lower Classes Use More Restrictive Codes Than Do the Upper

question 46

Multiple Choice

The lower classes use more restrictive codes than do the upper classes. How does this knowledge change the way insurance might be sold to a working-class man compared to an upper-class man?

• A) The promotion to the working-class man should emphasize his immediate satisfaction in knowing that his family will be cared for, while the upper-class promotion should emphasize the long-term consequences of the choice.
• B) The promotion to the working-class man should emphasize the long-term benefits of insurance, while the upper-class promotion should emphasize the short-term consequences of the choice.
• C) The promotion to the working-class man should emphasize pictures while the upper-class promotion should emphasize words.
• D) Both men would receive the same ad because elaboration codes have been found to be irrelevant to this product category.