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.