Advertisements demonstrate patterns of communication imagined as acceptable to the communities at which they are aimed, serving as cultural artefacts that provide insights into shared cultural interpretations and social interactions. Drawing on techniques from multimodal discourse analysis, corpus linguistics, and the Appraisal framework, the paper examines three case studies of insurance TV commercials in Asia-Pacific region: Thailand, Australia, and Japan, to conduct a comparative investigation of the collective phenomenon in regard to the communicative practice in advertising. The study aims to provide cross-cultural analysis and insights on the underlying patterns of communication, as well as to discuss how the realisation of linguistic and multimodal choices in insurance TV commercials reflects and constitutes cultural characters, individuality, and ideologies pertinent to the domestic and personal sphere.