Rhetorical Analysis: Geico

Progressive Insurance Ad Rhetorical Analysis When watching tv or scrolling through the internet, it is inevitable that an advertisement for a company will come across on your screen. Numerous companies use this form of advertisement to promote their company due to the large amounts of viewers they will be able to reach. There are also many different approaches when promoting your company. Having a successful ad campaign can make or break the success of your company. Progressive Insurance successfully promotes their company in their “Flo” ad campaign through the use of Pathos, Ethos, and Logos in a comedic matter to appeal to the emotions and logistics of the viewer.

Geico Insurance Company is known for using humorous and absurd mascots as a main selling point in their advertisements. Mascots that Geico has used in the past include the infamous Geico gecko, with the mysterious accent and the Geico caveman who seemed to be a jack-of-all-trades. Geico has recently taken a new approach to advertising their insurance. Authors of Geico commercials have recently introduced their newest mascot, Mike McGlone, a well-known actor, to play the role of pompous reporter. Through the use of their new character, Geico is able to able to reach their target audience of anyone that is uninsured by Geico. Geicos new technique of advertising is based on a heavy use of the pathos appeal to play on the audience’s emotions while using lesser amounts of ethical and logical appeals. This new strategy has proven to be a very effective method of marketing.

My mom is the biggest supporter that I have, and Procter and Gamble (P&G) demonstrates this perfectly in their commercial. This commercial was featured during the 2016 Rio Olympics for a universal audience to see. Procter and Gamble put together a tear-jerking, heart warming, incredibly relatable commercial to promote their products and what they stand for as a company. They appeal to everyone who had a mom who supported them in some way and especially target moms who care for their children and want what is best for them. The usage of ethos, logos, pathos, and kairos play a very important role in ensuring their commercial is effective. Rhetorical fallacies are also important to P&G for making a persuasive and effective argument, although that argument may be false. The usage of

Facts represented throughout the advertisement give it a logical appeal to the audience. On the Geico side they claim to be “helping people since 1936, (providing) 24/7 licensed agents, 97% customer satisfaction, (and are the) 2nd-largest auto insurer “ which gives them a total of ten cookies: The other side labeled “the other guy” has only one cookie. The facts provided by the company give the reader some information they may have not known about the company, but also some benefits to being with their company such as their high quality customer service to bring them into wanting the product. Although the appeals to logos are

In the past twelve months, there has been one advertising campaign that has stuck out amongst the rest. This advertisement can not only be seen on television, but also at your local movie theater before the opening credits. This advertisement campaign is Geico 's "Spy" commercial. This commercial features a US spy that is combating operatives when his cell phone rings. When he picks up, his mother is on the other side of the line complaining about his father refusing to hire pest control to get rid of the squirrels, as it is personal this time. The commercial then goes on to say, "if you are a mom you call at the worst time, it is what you do. If you want to save 15 percent on car insurance you switch to Geico. It 's what you do" (Mother Knows Best, 2015). This paper will discuss the success of the Geico advertisement.

The Allstate commercial emphasized the importance of life and living it to the fullest through the use of the rhetorical element, pathos. Referring back to the commercial, the short scenes that are displayed throughout the commercial express the good times that occur in life, for example a father holding his newborn baby. The little girl narrating enlightens the viewers with her soft voice as she uses comparisons such as “lightning strikes somewhere in the world, but we still play in the rain.” (“Allstate TV Commercial”). Her point can be summarized to speak for the advertisers stating that bad things occur because they are inevitable therefore this fact shouldn’t put a hold onto life. After realizing it is an insurance commercial, this places the idea of coverage into the viewer’s heads simply because the narrators point was valid; bad things do happen so it’s best to prepare for the future by being protected. Not only does the wording and tone bring comfort to the viewer but also the audio effects. In the beginning of the commercial, peaceful music plays in the background as the sound of waves can be heard. Towards the end of the commercial, the background music reaches a climax and the short scenes become more exciting, appealing to

During the technology boom, GEICO expands their marketing strategy to combine TV ads and its own websites to attract millions of policyholders. The following are several Web sites developed to supplement GEICO’s successful advertising campaign: GEICO (geico.com), Caveman’s Crib (cavemanscrib.com), Garage Racing (geicogarage.com), My Great Rides (mygreatrides.com), Motorcycle Bikers for Tykes (bikersfortykes.org), and GEICO Racing (geicoracing.com). On the other side, the competitor, State Farm focuses on selling insurance through their agents. In comparison, GEICO’s approach is directly bringing customers to their own website, which proves to gain a huge success. It also shows through how they construct the ads. GEICO’s advertisements usually follow a three step strategy: (1) using humor to stand out, (2) getting across the company’s promise through their slogan, and (3) giving a call to action to contact GEICO (GEICO, 2007)

If you take notice of the clothing that the people in these advertisements are wearing than you will notice that their physical appearances are also contributing to the message that the advertisement is trying to convey. The images will make us look at ourselves and compare our physical appearances to theirs, which adds on to the guilt factor that the company is trying to make us feel. Everything that is going on in the image is adding on to the emotions that they want us to feel. The appearance of the people especially makes us feel that way. The writing on the image does that as well, it compares the cost of our luxuries and the cost of their necessities to live and puts It right there in front of our eyes.

“Hear what you want” claimed the Sound Blockers through a video advertisement commercial targeting college students into purchasing The Sound Blockers 2.0. This advertisement was shown in class sharing personal experiences that influences the audience to relate to the situations and increase their chances in purchasing the product. This commercial used the three main rhetorical appeals, Logos, Ethos and Pathos, which were used in targeting emotions, statistics and creating a valid advertisement. When using rhetorical elements such as angle of vision, altered locations of the setting, and different character roles, it supports the advertisement to become successful and appeal to the audience.

When analysing all of the advertising around us, sometimes we don’t look at what the true message of a commercial really is. We live in a world that is controlled by mass media and because of this advertisers are trying harder each year to outdo themselves and their competitors. Rhetors use techniques in their advertisements such as fantasies or surrealism to catch the attention of their audience. Companies like Audi pour millions of dollars into their marketing teams to make sure their cars look the best and attract consumers. Commercials that are shown on television today are great examples of rhetorical artifacts because of the many techniques being exercised by the rhetor. Analyzing this through the lens of rhetorical

Next, Suzuki includes a few rhetorical questions. Around the halfway point through her speech, Suzuki brings up a very important people that some countries are so afraid of letting go some of their wealth that they won’t even share goods with the needy, they would rather let them starve and plead. Shortly after stating this in her speech she says, “If a child on the streets who has nothing is willing to share then why are we who have everything still so greedy?” (Suzuki). She already answered that question and she even makes readers think about current situations going around in the world. For example, today, Americans are eating all they want and getting fat whereas people in Africa are starving and dying. The Americans try to help a little

Who is making the argument? What do you know about the person? Dose the ad make you want to trust them?

We feel that our ad provides the customer with a better understanding of what we are about here at Shoes of Prey. Our visual ad is what we use to draw in a majority of our customers. Ads have changed in many different ways over time. For example, most ads used to have no color which created a unintentional dark tone. If people saw ads like that today, they would most likely not buy it because we are used to colorful ads. There also used to be a limited amount of animation in ads. This was because of the lack of reliable technology that had the ability to make animated figures look appealing. There has also been an evolution of word choice in ads meaning that over time, us advertisers have learned that our choice of words have a huge impact on the customers and their final decision to buy the product or not. For example,“Don’t Hide, Run,” is located in our facebook ad. We use these word to create an intense tone so that our reader feels that they are in the ad. In the background of the ad, there is a deer that appears to be alarmed meaning that there is something near that they need to run from. We use many different devices in this ad but a main one is simile. The use of Simile here is very powerful because we are making the viewer feel like that are in the ad and that they are “the prey” without the shoes. We also used a commercial where we

This commercial displays a strong pathos appeal. Advice from a mother who smoked during her pregnancy is given to the audience in this commercial. Her choice to smoke while pregnant affected her child and caused a premature birth. The nicotine in cigarettes can stunt the growth of a baby while it is developing contributing to a low birth weight as well as birth defects. Babies that are born at lower birth weights typically are at greater risk and spend more time in the NICU. The tip from this mother is to speak into the opening so your baby can hear you better. I would consider this commercial a strong appeal to pathos because people typically have a natural desire to protect babie as a part of our biological instincts. Her eyes appear wide

In today’s fast-paced world, media texts such as advertisements aim to convey meaning with a single glance. Through using clever tools to interpretation , rhetorical, genre and narratology this can be achieved, meaning that adverts on billboards or in magazines can successfully get their message across with no more than a fleeting look. It is the different combinations and the selected signs which allow us in general to convey meanings through any print advertisement and the connotations that these signs have and what we determine from different types of signs, through the process of signification. These tools allow brands, products, to anchor a product and create a naturalised myth of the product such as ‘this product t will for fill your benefits’’, to sell it to the consumerist world. As we are now in an age of sophisticated advertising, there are no long written messages on the majority of print advertisements. It is down to certain tools to produce a complex network of signs to produce a direct anchored meaning and in most cases to avoid vagueness.