a business communication presentation on Thai life insurance advertisement that defines Aristotle persuasion models to appeal to public.

1. BUSINESS
COMMUNICATION-1
SUBMITTED BY: KANIKA SETHI
19DM089

3. FACTS
THAI LIFE INSURANCE COMPANY
 Founded in 1942 during World War-2
 Leading life insurance company because:
 Innovative standards in operations
 First to design The Retirement Plan, The Disabled plan, giving coverage to military
officers.
 Leader in branding through emotional marketing

4. Aristotle model
PATHOS: Various emotions have been evoked like:
 KINDNESS- Offering help to a lady
Offering food to dog
Offering bananas to old man
PITY- what does he get in return for doing this everyday?
Girl begging on roadside for education
 FRIENDSHIP- girl showing up to him in school uniform
Friendship with the dog developed because of man’s kindness

5. ETHOS
The Asian guy in the Ad has good moral character because:
He helps people, without expecting anything.
He donates money, for a good cause.
He is kind towards animals

6. Cialdini’s persuasion model
Principle’s applicable are:
 RECIPROCITY- Act of kindness by man were reciprocated by:
Emotions
Smile on girl’s face
Meaningful friendship
 SCARCITY- kindness and selfless love
 CONSISTENCY- consistent efforts of kindness and love by man
 LIKING- common desire for love

7. SWOT ANALYSIS
STRENGTHS
Emotional marketing
Unique Value Proposition
Customer centric service
Changed perception of insurance companies
Leader in operations
WEAKNESSES
Constant image of tear-jerker
Does not describe the product
 lengthy ad
OPPORTUNITIES
Aspire for change leadership
Diversifying in other segments
THREAT
Losing customer segment that are not
emotional
Higher customer expectation
Threat from diversified insurance companies
SWOT
ANALYSIS

8. CONCLUSION
SPREAD LOVE
BE KIND

9. THANK YOU