DEAF DUMB DAD/SILENCE OF LOVE

A THAI INSURANCE AD CAMPAIGN

A. Message

I. What is the message?

- The main idea of the commercial is the everlasting love of the father toward her
daughter, who feels embarrassed about the disability of her father and suffers from the
lack of mutual comprehension. She looks for the father, who would be just like other
fathers, but she fails to realize his love, care and attention. There are communication
gaps between the father and the daughter that ultimately led to the suicide attempt of
the daughter and desperate efforts of the father to save his daughter. This is the
moment when the audience finally gets the point and realizes the full extent to which
the father loves his daughter. In such a way, the commercial leads to the main idea of
the eternal parental love and importance of mutual comprehension for the positive
family relations. Family problems become obvious and the commercial draws the
attention of the audience to family problems, among which the problem of
communication gap is the main issue along with the excessive care and attention from
the part of the father. The audience cannot help from feeling sympathetic in relation to
both the father, who does his best to care about his daughter whom he apparently loves
and the daughter, who grows up and wants some freedom from the excessive care of
her father which simply haunts her down.

II. What is the purpose of the message?

- The purpose of the message is to promote life insurance, but the content of the
commercial conveys the passionate story of complex relationships between a teenage
daughter and the deaf mute father. The unconditional love of their fathers they provide
to their children. Ultimately, this Life insurance advertisement provide an eye opener to
many viewers, more particularly to those who can afford to provide insurance to their
parents and vice versa.

III. How is the message conveyed by the video?

- First of all, the message of a father’s sacrificial love, itself has a powerful effect on
almost all target groups in advertising since everyone with a father can relate to the
portrayed message. The commercial uses different rhetoric tools and techniques to
reach desirable effects and to catch the attention of the audience by reaching the
deepest emotions of the audience. The use of pathos is particularly obvious and strong
in terms of its impact on the audience. The distinct feature of the commercial is the lack
of words being said by characters, who perform their part in the commercial.
Nevertheless, characters replace their words by acting. This is why acting becomes
extremely important for the communication of messages from characters to the
audience. The commercial pushes on emotions of the audience stronger and stronger.
The climax of the commercial is extremely strong from the emotional point of view since
 this is the suicide attempt that is the final attempt of the daughter to set herself free of
her problems, but the parental love returns her to life that eases the enormous
psychological pressure on the audience finally. Love and family ties are strong emotional
appeals that catch the audience’s attention and make the commercial particularly
powerful and attractive. The commercial uses these issues successfully to get the
audience emotionally involved.

IV. Who is the target audience of the message?

The target audience of this advertisement are the general public, since this is a sale of an
insurance policy. The commercial effectively caught the attention of their target audience
emotionally. The impact on emotions is the major goal of the commercial because from the
beginning to the end the commercial is just a raw nerve play, when the audience sees a
profound conflict within the family which ends up in the suicide attempt of a teenage girl
and desperate efforts of the father to save his daughter. The commercial uses ethos to refer
to and prioritize the main value of society and the target audience through the focus on the
family values, parental love and relations between the father and the daughter. This is why
the commercial reaches even broader group than the target customer group.
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V. What other ways of presenting of the message are there?

- The music enhances the performance of actors who say just a few words but convey their
feelings and emotions through their non-verbal communication, including gestures
movements and others and helps to reach the audience more effectively. The
communication therefore acquires the unusual form in the commercial. The commercial
does not use words to communicate the key messages, but instead the commercial uses
emotional performance of actors and music to convey not only messages but also and
mainly emotions to the audience to finally convey the key idea of the commercial at the
end. Strong emotional appeal is present throughout the entire commercial. The commercial
used pathos to reach the target audience and to catch the attention of the audience as well
as to replace emphasis on the key moments and messages conveyed through the use of
music and emotions of the characters of the commercial. Father-daughter relations and love
comprise the main theme of the commercial with the emphasis on the importance to
appreciate love of family members. The commercial uses these issues successfully to get the
audience emotionally involved. Appeal to the audience’s reason since it is obvious that any
family may experience problems and love alone is not enough to protect family members
from accidents. Logos manifests through reasonable ideas conveyed in the commercial like
the idea at the end of the Ad. However, the appeal to reason is apparently secondary while
emotions are on the forefront of the commercial. Nevertheless, the logos fulfill the backup
function to enhance the pathos of the commercial. Ethos becomes particularly strong when
the father offers everything he has, his house, money, whatever, for the sake of his
daughter’s salvation and recovery

B. Communication Process and Ethics

I. What communication process can be best used to illustrate the video?

- The commercial conveys the theme of love through music and emotions of characters acting in the
commercial. The father is very emotional from the beginning to the extent that the daughter seems to
be frustrated because of the excessive care and attention her father pays to her. She cannot afford the
care of her father anymore, while the father cannot understand what is going on to his daughter since
he only wants to care about her. Remarkably, the father expresses his feelings to his daughter through
non-verbal means of communication most commonly known as the sign language.

C. English variety and standard

I. Describe and evaluate the variety of language used (if there is any) and its level of standardization.

D. Multicultural Communication

I. Is the video (and its language) sensitive to people of multicultural backgrounds? Explain and provide
instances.

II. Which issue on discrimination is the central focus of the video?

Discuss how it is presented

Note: You will not answer these questions individually. Instead, these are just guide questions for you to
develop and organize your critique paper.

3. the critique paper must not have less than 500 words

4. In the heading of your paper, indicate the title of your chosen video.

5. Encode in Word