Rhetorical Analysis of the Commercial “Silence of Love”

The commercial Silence of love (Official English Subtitle) TVC Thai Life Insurance persuades the audience through the combination of ethos, pathos, and logos with the focus on the action and emotions of characters, while words are quite few. As the commercial makes the audience focused on emotions of characters, they touch the deepest emotions of the audience. The audience cannot help from feeling being sympathetic in relation to characters of the commercial and perceive the key messages just like the sender of the information wants them to do. This is why the commercial uses the emotional appeal above all to reach the target audience and to communicate the key messages to the audience through emotions above all, while ethos and logos complement the emotional appeal of the commercial.

The commercial Silence of love (Official English Subtitle) TVC Thai Life Insurance is the promotion of the life insurance company and its services but the content of the commercial conveys the passionate story of complex relationships between a teenage daughter and the deaf-mute father. The main idea of the commercial is the everlasting love of the father toward his 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.

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 music enhances the performance of actors and helps to reach the audience more effectively. The communication is therefore acquires the unusual form in the commercial. The commercial does not use words to communicate the key messages, but, instead, the commercial uses the 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 uses pathos to reach the target audience and to catch the attention of the audience as well as to place emphasis on the key moments and messages conveyed through the use of music and emotions of the characters of the commercial. 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.

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 conveys the theme of love through music and emotions of characters acting in the commercial. The father is very emotional from the beginning of the commercial 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.

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. 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. 

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 commercial. However, the appeal to reason is apparently secondary while emotions are on the forefront of the commercial. Nevertheless, the logos fulfills 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. 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. Family values comprise the core element of the set of values of the target customer group of the commercial as well as many other groups. This is why the commercial reaches even broader group than the target customer group.

Thus, the commercial Silence of love (Official English Subtitle) TVC Thai Life Insurance raises the theme of father-daughter relationships and conveys the idea of the importance of parental love and care but the commercial uses an unconventional way to convey the key messages. The commercial uses pathos as the main tool to reach the audience through evoking of deepest emotions of the audience. 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. Logos and ethos enhance pathos used in the course of the commercial.

References:

Thai Life Channel. (2011). Silence of love (Official English Subtitle) TVC Thai Life Insurance. YouTube. Retrieved from https://www.youtube.com/watch?v=qZMX6H6YY1M

Campbell, G. and Bitzer, L.F. (2012). The Philosophy of Rhetoric. Carbondale: Southern Illinois UP.

The terms offer and acceptance. (2016, May 17). Retrieved from

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016.

[Accessed: March 28, 2024]

freeessays.club (2016) The terms offer and acceptance [Online].
Available at:

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 28, 2024]
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