Using Sympathy, Sadness, and Love

I'm not sure why I keep finding so many emotional and dramatic Thai advertisements, but they are definitely meant to appeal to the consumers emotions. This ad opens with a woman talking to her doctor asking him to deliver her baby early because she wants her dieing husband to be able to hold his daughter in his arms at least once before he dies. After she has the baby, she rushes to the hospital where her husband who has a tumor is lying. Then we see some shots of average people walking the streets as the voice over questions the meaning of life and what we really live for. The woman then puts the new born near the father, and the camera gets a close up of the baby's tiny hands. Then we see tapes that the father has previously recorded for his baby in which he tells his son how much he loves him. The Thai life insurance company is telling this emotional story to get parents or people who are married, to get life insurance. They use sympathy at the same time because the audience feels terrible for the whole family as they watch the ad. The company is suggesting that in order to have a secure future for the family you leave behind, you should get their life insurance. It's interesting that men are always shown in insurance ads and that this still holds true for ads that I've found from America or from ads from Thailand. The man always seems to be the one who would be buying the insurance because he is seen as the one who is responsible for the safety and security of the family.