There is another advert for Colonial Penn Life insurance. The advertisement has two women. The two women meet at a mailbox. One of the women asks the other how she has been coping since her mother’s death. From the mailbox, the woman retrieves a check for the funeral expenses. She looks excited after receiving the mail and explains to the other woman how happy and grateful she is to the Colonial Penn Insurance. I think the advertisement was badly done because of various reasons. The advert will not draw positive reactions from the viewers, and it might make them change to another insurance company.

There is the element of pathos in the advertisement but it wrongly used. There is a wailing woman after receiving the advertisement. However, she wails for the wrong reasons. She is happy after getting a check to cater for funeral expenses. A somber mood could have been ideal and elicited the viewer’s emotions (Colonial Penn TV, n.d.).

On the issue of ethos, the advertisement is not appealing at all. A sad life event comes out as a celebration. Even though the intention of the advert was to ensure that the public appreciates the necessity of registering for the insurance plan, it is off in terms of the context.

There is no logic in the advertisement. According to the advertisement, death is portrayed as a good thing if you have the Colonial Penn Life Insurance. The context should have been composed in a manner that shows that death is a sad event but even though the insurance cannot erase the emotional pain involved, it should portray that it will simply reduce the financial expenses associated with meeting funeral expenses.

It is evident that the advertisement does not use rhetorical devices such as pathos, ethos, and logos effectively to communicate the message. In other words, the intent is not well portrayed.

Suggestions

The Walgreen advertisement is well developed in terms of elements, pathos, logos and ethos. Therefore, it communicates the intended message effectively. The commercial should have talked about the benefits of getting the vaccination using more illustrative videos. For example, comparing the population that has received the vaccination and non-vaccinated one could have registered permanent memories in the viewers’ minds. The advertisement could have been more persuasive if logos of international bodies such as World Health Organization and USAID could have been used.

On the Colonial Penn Life Insurance Advertisement, the advertiser could have used a different context and not the mail station.  For example, a bereaved family that has spent all their savings on medication and incapable of meeting the financial aspects of a funeral could have been ideal.  Alternatively, instead of using an excited woman who has received a check for funeral experiences from the insurance, the advert could have used a scene whereby the two women meet, and one explains to the other how the insurance is necessary in a case of bereavement. This would make the advertisement not only creative but also persuasive.

Conclusion

It is evident that the above adverts draw different attitude from a variety of audiences based on age and geographical area. In creating an advertisement, identifying the target market is important for the content. The two advertisements are well created, and this shows creativity. The ads pass their intended message. There is a lack of humor in both adverts.

References

Colonial Penn TV. (n.d.). Colonial Penn Life insurance commercial. iSpot.tv. Retrieved from https://www.ispot.tv/ad/7kTS/colonial-penn-life-insurance

Tellis, G. J. (2004). Effective Advertising: Understanding When, How, and Why

           Advertising Works. Thousand Oaks, California: Sage Pub.

Walgreens. (2016). Walgreens ‘Get a Shot. Give a Shot’ Campaign Ad. Retrieved from https://www.youtube.com/watch?v=StfGQaOvGGk

Wells, W., Burnett, J. & Moriarty, S. (2012). Advertising: Principles and Practice.

New Jersey: Prentice Hall.

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