#2 Insurance - Thai Life Insurance

1. Which of the (9) types of advertising does the ad belong to?

It belongs to Public Service Advertising as it portrays the great and sacrificing love of a dumb father towards his daughter.

2. The four (4) roles of advertising. Which are relevant for this ad?
This ad is relevant to the societal role of advertising.

3. What does the ad. want the audience to do or not do?

The ad wants its audience to appreciate people who love us and never take them for granted.

4. Who is the target audience?

General public.

5. What are the target audience's needs, concerns and interest?

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6. What is the message?

Appreciate the ones who love who unconditionally.

7. Discuss the message being conveyed.

Despite being a physically imperfect father, he still tried his best to play the father role, which is to give care and love to his daughter. The daughter was at her rebellious stage where she could not accept her father for being that imperfect and hence being disrespectful to him but in the end she realized the person who loved her the most was her imperfect father.

8. Who does the message appeal to?

Generally anyone as everyone has parents or children.

9. What is the desired communication outcome?

Target audience learns to have more appreciation towards life and therefore, buying a life insurance either for themselves or their loved ones.

10. What other communication channel is most effective?

Television.

11. Identify the ad and specific product being advertised and describe the ad.

It is a life insurance from Thai Life insurance where the advertisement conveys a positive message to its target audience at the same time being related to its service.

12. What does the ad show, people, products, scenery, etc?

A teenager and her mentally incompetent father, friends at school, food stall where the father earns a living, and hospital.

13. What is not discussed about the product?

The price of the insurance.

14. What image is portrayed?

Positive and reliable.

15. Is it true to life or puffery?

True to life.

16. Is the ad a slice-of-life, fear, humor, sex or other type of ad?

It is a slice-of-life.

17. Who is in the ad, if a star, what image does he or she portray?

Justin Bieber.

18. What is the mood of the ad, colors used, music played?

The colours in the ad are more towards dull, not vibrant colours. The mood is sad and touching in the end while the music used in the video is the important element in the advertisement as it carries the feelings of the viewer from grief to touching, hence leaving a memorable impression.

19. Is the ad memorable?

Definitely memorable.

20. Would you buy the product being advertised, why or why not?

Yes as I think this insurance company is reliable and responsible.

21. Be sure to include your opinion (have a specific point of view, love it or hate it.)

I personally love this ad very much as it touches me a lot. As being a daughter or a father, I guess everyone could somehow relate to this video. It also leaves me some time of self-reflecting.