6) Insurance

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

- Public service advertising

2.The four (4) roles of advertising. Which are relevant for this ad?

- Communication role, societal role

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

- Buy life insurance.

4.Who is the target audience?

- Parents

5.What are the target audience’s needs, concerns and interests?

- Insurance, that their children will get the benefits in case they die prematurely.

6.What is the message?

- Get life insurance, make sure your loved ones are protected even when you are gone.

7.Discuss the message being conveyed.

- Always prepare for the worse, life insurance is a way of making sure your loved ones are insured in case of an accident.

8.Who does the message appeal to?

- Parents/family members who care about the future of their dependents in case anything happens to them.

9.What is the desired communication outcome?

- Audiences will buy life insurance, from Prudential.

10.What other communication channel is most effective?

- Newspaper ads, are also effective in communicating the message. As not much is needed to convey the meaning of the message, a few sentences aided by a picture could very well sum up the message in a newspaper ad.

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

- The ad stresses the importance of having life insurance. The ad presents a father informing his son how life insurance if important after viewing an ad on television.

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

- A man and a young boy. The scene happens in the living room in front of the television.

13.What is not discussed about the product?

- Other insurance plans and packages offered by Prudential.

14.What image is portrayed?

- A parent should care for their loved ones by buying life insurance.

15.Is it true to life or puffery?

- True to life, since there is nothing exaggerated in the ad. It is simply a son asking a question about life insurance, and the father giving the answer.

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

- The ad is a pragmatic one. It features a simple message understood by all.

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

- Nicholas Art, a child actor. He is portrayed as a little boy asking his father questions regarding life insurance.

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

- The mood is an educational mood. The music suggest an inquisitive approach to the question posed by the son in the ad.

19.Is the ad memorable?

- No, the ad does not present anything creative, nor does it make any emotional appeal. Hence the lack of memorability.

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

- No, the ad was too simple to influence me any further than just reminding me that life insurance is important.

21.Be sure to include your opinion (have a specific point of view, love it or hate it) about why you would deem this advertisement a success.

- Having a child actor in the ad, does not do much for the ad. Within a Malaysian context, i have no idea who Nicholas Art is. However this ad should be meant to be catered to american audiences.