Related to the case of Samsung and Super Fund, now we will consider the case for Bupa, answering advertising effect; message appeal and execution. Refer to the text book, the Clown and Baack chapter and the Types of Advertising Appeals video in the Week 9 module as these will be useful for your answer. This online activity will also be useful for the major assignment. The company Bupa demonstrates a captivating and effective ad using "Because life happens" as their motto. The ad displays different yet relatable life circumstances and highlights how Australians rely on Bupa to benefit their health. In terms of emotional advertising appeal, Bupa uses the personal appeals shock, happiness and stress to evoke feeling. The emotional appeal also extends to feelings of reliability and family bonds given the way each situation is realistic. There are glimpses of the humour appeal in both the trampoline and crying baby scene as some audience members would be able to associate themselves to these scenarios having already experienced them. This type of appeal often leaves consumers feeling positive and enables them to remember the ad. Pain solution is a rational ad appeal shown in each scenario, as we can identify that most of the people are waiting to act and improve their own situation e.g. purchasing glasses only until the problem is already solved. This ad reinforces how to approach the situation; being covered by Bupa. The advertisement uses a slice-of-life execution as the everyday issues people face are displayed with an overall solution being supplied; being insured by Bupa health. The cheery voiceover also indicates how Bupa can make a difference and benefit the problem. In order to create an intriguing and effective advertisement, Bupa have included a number of creative strategies and appeals in order to spread their message. Firstly, the advertisement appeals to the audience's emotions by creating feelings of happiness, sadness and even stress by featuring scenes of everyday people living in Australia. This also creates a social appeal by showing footage of family and friends coming together and making people feel as though they too want to be a part of something, that something being Bupa. Additionally, the advertisement also appeals to humour, depicting
scenes that many viewers may relate to, such as a crying baby or a DIY furniture mishap, and that they therefore may find entertaining. Humour is often used in advertising to create feelings of warmth that can then be associated with the product, so when viewers think of Bupa it conjures those same positive emotions. By utilising a 'slice-of-life' format, the creators have made the audience feel as though they too can be part of the narrative, as it displays 'everyday living' in Australia as being relatable and attainable. These feelings of relatability also encourage feelings of trust in the audience. Finally, the advertisement also implements a problem solution format by presenting a range of different problems that Bupa is able to fix. This further adds to the appeal of joining