https://www.youtube.com/watch?v=632CHpeHYZE&list=PLMt780CWP13md-G-vmF2t-Aq2QqcmRn6A
In this commercial advertisement, a middle-aged man goes about his daily routine committing small acts of kindness. He feeds a starving dog, gives bananas to a hungry grandmother, and supports an education fund for a young girl. At the end of the video, these acts are repaid with emotions that make the protagonist pleased with his acts. The dog follows him home, the grandmother hugs him, and the young girl is able to go to school. This advertisement was sponsored by Thai Life Insurance, one of the largest insurance agencies in Thailand. The company’s ethos is automatic, as it is extremely successful with many investors and much capital. This credibility strengthens the commercial’s purpose, which is to convince its viewers - middle-class residents of Thailand - to buy Thai Life Insurance. The advertisement accomplishes this by implying support of the good deeds perpetrated in the video. One rhetorical device used is the specific selection of victims meant to tug at the hearts of the audience, an example of pathos. It is clear that a young girl, an old grandmother, and a dog are meant to emotionally affect those considering buying life insurance. By implying the insurance’s support of these figures, more business is attracted. Another rhetorical device used to gain customers is bystanders that see the man commit these acts of kindness and slowly come to the realization that his efforts are not in vain. In the beginning of the video, these onlookers saw the man as a fool whose good deeds were useless. However, at the end, they realized that every act of kindness he committed was worthwhile. This is intended to extend to life insurance as, although it might not seem a necessary investment at first, it will later be appreciated. Finally, the commercial uses the form of narration, as it tells a story that shows the growth of a community and a world made better. Visually watching the story unfold has a great effect on the audience, as it shows the difference small good deeds can make in the world. By showing them this, the audience is grateful to Thai Life Insurance and wants to support them by purchasing their insurance. The commercial definitely accomplishes its purpose, mostly because of its manipulation of the audience’s feelings. The advertisement tells a truly beautiful story that, in the end, convinces the viewers to buy Thai Life Insurance.
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