6. Insurance: Prudential Financial - Life Insurance

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

    Retail Advertising  

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

    i) Marketing:

       - The ad tries to market it's services of life insurance.

    ii) Communication:

        - Gives the notion of importance of life insurance, especially to family figures.

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

    The ad does not show it in a direct way, however, it hints towards the audience in an effort to persuade them to buy life insurance.

4. Who is the target audience?

    Families. Or more specifically, parents or guardians with dependents on them.

5. What are the target audience's needs, concerns and interest?

   The audience's needs are interlaced with their concern for security, on the promise that the insurance will keep it's end of the bargain in assuring the well-being of their dependents in the event of their(the audience's) abrupt absence.

6. What is the message?

    That it is better to be prepared, things can happen. So have a plan. (In this case, Insurance.)

7. Discuss the message being conveyed.

    The ad hints to the audience, through the gravity and the sense of dread. While giving an urgency of having your family protected financially. It plays with the fear of uncertainty, that horrible events can happen, so it is better to be prepared for the sake of your family.

8. Who does the message appeal to?

    Compassionate family members whom are worried for the future well-being of their dependents.

9. What is the desired communication outcome?

    To convince viewers that Life Insurance is essential, especially to those having families and wanting them to be protected in case of unexpected events. The ultimate outcome? To buy life-insurance.

10. What other communication channel is most effective?

      Billboards on highways and roads, where people are driving in cars. The gravity of 'unexpected' accidents are no more present than in vehicular accidents. Hence, would be very productive in instilling a sense of dread and urgency.

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

      The ad appeals to family values and ties it to the sense of protection in the showcased product which in this case is Life Insurance.

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

      It shows a parent and child, in the setting of a comfortable living room, in a home. Setting is of a father & son, spending time together and watching television.

13. What is not discussed about the product?

      The fact whether Life Insurance is actually necessary is not mentioned. The ad merely gives a vague answer to what is life insurance and that "it is something parents buy.", not saying outwardly that Life Insurance is essential.

14. What image is portrayed? 

      Family, and the importance of family. Comfort and peace-of-mind is an added value.

15. Is it true to life or puffery?

      It is quite real, as the probability of unexpected events is ever present. Everyone is afraid of the future, and it is quite useful to plan ahead and be prepared.

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

      Slice-of-life and rather bright and cheerful on the first glance. However, the ad plays with a sense of dread, leaving me to give a sub-label of horror to it as well.

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

portray?

      i) A child:
         - Portraying a sense of 'preciousness' and value. Something the audience wants to protect.

     ii) A father, also an established actor: Nicholas Art
         - The father element brings out the parental side of the audience, making them protective and interested. The fact that the father in this case is portrayed by an actor, relates even more. Giving off a sense that even famous/successful people have something to protect, so we should follow suit.
 

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

     Mood is light and caring. A lovable setting instilling a sense of belonging, emphasizing even more, the feeling to protect that belonging. Music and colours compliment this element by being light and bright as well.

19. Is the ad memorable?

     Very, in the sense that it reflects our own parental/family values and feeds that right back to the viewer.

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

      Most definitely, as it is a very practical product and rather essential to most families nowadays.

21. Be sure to include your opinion (have a specific point of view, love it or hate it.)

      Very clever, simple and effective. It plays with pathos(emotional-psyche.) and underlying message through indirect hinting. 
On a personal note, a great ad because of good acting, camera-work, simple script writing and excellent directing.