Introduction
The paper intends to analyze an advertisement in the manner it fulfils the entails of rhetorical analysis. Rhetorical analysis involves the review of a narrative in the way it is able to encapsulate and incorporate those components that help in appealing to human emotions, interests, and perception.
Context and Description of Advertisement
The Historical, Social, or Political Significance of the Ad
The ad addresses a generational attitude of individualism within a modern society by choosing to showcase the value and importance of selflessness. It highlights the value of giving, respect, care, and compassion in creating happiness and influencing the change in attitude in other people.
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Publication Medium
The advertisement was first published on Thailand mainstream television, although it was later published on other platforms like YouTube and international television channels. It was targeting the Thai people, in a bid to influence them to choose Thai Life Insurance as their company of choice in their insurance needs.
Background of the Company
It was initially an insurance company, but today it offers financial services to the Thai people. The advertisement was tailored to reflect the manner in which the company, through its financial services, empowers and places a smile on everyone’s face. It captures the effect of using its services as a customer.
Ad Description
The ad follows a young man who, in his daily routine, gives, nourishes, and takes care of people, animals and plants. The advertisement words his actions by asking rhetorical questions about what he gains by performing these acts of kindness. As the ad nears the end, it brightens up, and the previous somber mood of the young man and the individuals he helps lighten up; even the dog and the plant appear nourished. As it ends, the answer to the rhetorical questions is realized in the happiness of those touched by the young man’s joy and the self-fulfillment of the young man in seeing his actions being rewarded.
Analysis of Rhetorical Appeals
Reasoning (Logos)
The wording of the ad questions the value and importance of the young man’s action in choosing to do those acts of kindness with no real immediate gratification.
Character (Ethos)
The ad points out to the effect of Thai land insurance services in enlightening other people’s lives in such a way that helps them grow beyond their immediate social and economic status.
Emotion (Pathos)
Every person, even the old shopkeeper, is emotionally touched by the acts of the young man in the effect they (acts) have in the life of those he touches.
Conclusion
The ad incorporates individual components of rhetorical analysis in the manner it is structured to relay the message of goodwill in Thai insurance services. The ad is able to fulfil those rhetorical analysis components that pertain to good and responsible advertising.
URL
https://www.youtube.com/watch?v=K9vFWA1rnWc
