is at once both personal and universal

[xiongranw2]

To some degree, this need-oriented (advertising )approach is at once both personal and universal: If we're lonely, we can fix it by buying the right mouthwash; if we're having "intimacy" problems, we can pop some Viagra;
Does the ' both personal and universal' means 'the approach is effective both to individual and the public'? many thanks.

 

[Copyright]

The individual and everyone. (Not the public.)

 

[bibliolept]

I wouldn't necessarily say that the writer is specifically stating that it is effective at both those levels, but he is saying that this approach operates at both these levels. It appeals to what feel to our specific needs and wants but that these are also common to every person.