ANOREXIA CAMPAIGN (COPYWRITING)

Analysis of Thai Life Insurance

Why in the ad featured the relationship between father and daughter?

Father has a prime role to play in the life of his daughter. He is the first male that a girl comes across and hence, becomes the role model of her life. Father is a daughter guide, the savior, the protector, a friend and most importantly, the ultimate caretaker, who nourishes her in the loving and protective atmosphere set by him. Daughter sees the reflection of men in the rest of the world, through her dad and often perceives that all men should be like her father.

In this advertisement father figure is described as someone who has limitations that are different with other fathers and the daughter want to have a normal father like everyone's else who can listen to her and understand her. But in the end, this ad trying to shows us that no matter how imperfect a father is, but the nature of father will remain attached as a protector and loving his daughter perfectly, no matter what.
  
Why this advertisement using a sad/fear atmosphere?

Because it is the emotions they are trying to provoke here. Emotional advertising arouses human emotions to get our attention, to touch us more deeply and to persuade us more effectively. An emotion is the first reaction to any stimulus and the driving influence of action. Emotional advertising is to make people love brands not just buy them.

This ad uses something disliked or feared by the intended audience to promote a “solution” which is in this case is suicide attempt by teenager. This ad use fear to sell us products that claim to prevent or fix the problem. This insurance advertising tries to help us connect with people in relevant and meaningful ways. In other words they told us that how the good hands of Thai Life Insurance can help keep people protected.

  

Why this advertisement using a poor family?

Insurance is very important to everyone, no matter its from low-income people or high-income people they’re still needed insurance. In ad there’s some ideas that make us think what would or should we do if something happened to someone we care deeply for. So this ad appeals the most pathos, using our emotion, featured the poor family, made we sad, startled enough to not really think about what this is going to cost, but what this is going to save.

Analysis of Pantene Ad - The Deaf Violin Player

About the advertisement that choose woman as the model:

It is common to find that people give labels/symbols with underlying meaning on it to refer to the physical appearance of others, for example, hair symbolizes femininity, physical attraction, and beauty of a woman or to put it in another way, hair is a woman’s crown.

As the topic of hair seems to be of more cultural significance to women than men, a study of its sociology and symbolism and its assignment to women would seem of greater importance. Women generally have longer head hair than men and spend significantly more time and money than men styling and maintaining it. Therefore, hair is more correlated with women than with men.

It is related with this shampoo advertisement that choose women as the model, they think it can be more effective to get the audience attention and make people buy their product because all the reasons that I described above.

Connection between deaf people and slogan 'You can Shine': 

As we know people always underestimate disabled people because they are different from most people. Deafness, a hearing impairment, for example, they seem impossible to play one of the most difficult instruments without the ability to hear. It is hard to believe that deaf people can shine. It is related with this Pantene shampoo advertisement. Pantene helps you to care your hair, raises your confidence and makes everything possible. This product, which means Pantene shampoo, will make you shine no matter who you are.

Related with the man who inspired her to play violin.

It tells us that she is a soft-hearted and a respectful person. It is shown from the way she see and talks to the old man. Beside her shinning hair it appears shinning heart too. Pantene ad exemplifies the power of inner beauty to deliver the message that with perseverance, even the seemingly impossible can be conquered.

Butterfly coming out from cocoon

When the deaf girl plays violin and then appear butterfly coming out from cocoon, as reflection of the deaf girl, because they transform from zero to hero, from nothing to something. In the end, she success to impress audience with her performance and her shinning hair. Because of Pantene, you can shine!

 

Hair fluttering in all direction

In ad we know that the deaf girl’s hair fluttering in all direction but in the end of her performance her hair still neat and remained smooth and shiny during her performance. It is shown that if we use Pantene shampoo, it helps us to keep our hair neat and shine.