Individuals tend to view large corporations as booming monopolies who care little for the common man. In the Allstate TV ad, “Back to the Basics,” the insurance company targets families who share the same values by using multiple techniques to create tone, memories, and trust. The company tries to persuade families to use their insurance because they know from experience that people enjoy the small things in life that need to be protected. The company uses their spokesman, Dennis Haysbert, to inform listeners of the company’s strength in overcoming obstacles. To illustrate their value, Allstate uses pictures and lighting to embody the idea of a happy family. The visuals also represent the company’s history, showing their experience. The …show more content…
Allstate corporation attempts to show families that the company cares about the basics just like families do by using pictures, personal connections, and credibility; however, the lack of logic in their advertising may cause some consumers to hesitate before signing the dotted line. In the commercial, Allstate captures the audience’s emotions with a visual appeal of the company’s beginning, and their pictures also represent the hope they had when creating their business.
The beginning pictures show the hopeless society in which Allstate started their company. The illustrations of poor, lost people make their viewers feel a sense of sympathy along with making them question how the company survived the Depression. For some older viewers the commercial may recall past memories of growing up during that time making them feel nostalgic for a time when families cherished the little things. The insurance company’s uses these images to grasp their audience in different ways, such as sympathy and experience. During the advertisement, Haysbert informs viewers the pictures display the nation in the 1930s and he states the establishment of the company in 1931. Although these facts are logical, the statistical influence the viewer's sympathetic emotions more than their logical view. Allstate provides their viewers with these two facts specifically to create trust between their viewers because of the company’s …show more content…
longevity. Not only does the viewers’ sympathetic understanding of the company’s origin appeal to the viewers to trust the company, but the images connect ethically by showing the experience the company overcame.
In the video, Dennis Haysbert mentions Allstate survived twelve recessions over the years, a statistic that builds credibility for the company because of its longevity. The fact illustrates the strength their company builds itself on, and in turn, people put their trust in such a strong company. Allstate provided these facts to display the value of strength and credibility in order to draw in consumers to trust their company.
Toward the end of the commercial, Allstate transforms their photos into images of families gathered together eating, socializing, and playing sports. The company transitions these photos to represent their values and the ones Allstate cares to protect. As the photographs show, Dennis Haysbert narrates what shows in the photos and how Allstate suggests that people put trust in good hands, in the company's hands. These pictures make a personal connection to families who participate in the same actions to persuade them to protect those moments with
Allstate. Overall, the Allstate’s advertisement greatly influences families of the same values with their use of pathos and ethos. Allstate chooses to reach out to families to prove to their viewers that Allstate stands for more than an average cooperation, but they care for the basics the company protects; family. However, the company may lose some consumers because those buyers may not connect or believe in the same values Allstate claims they stand by. The advertisement also lacks the amount of factual information needed to reach out to the consumers who prefer to have more knowledge. The group of people like this may include young adults who do not share the same connection with the Depression or who do not care to get “back to the basics.” Even though Allstate shows strength and what the good things in life makes up they still need to find a way to reach a diverse audience.
Almost every commercial uses Pathos, an appeal to emotions, to convince the viewer that their product is the best choice for them. The use of Pathos enables the persuader to reach out to the audience in a subconscious or even unconscious level. Emotion creates a bond with the viewer and the advertiser. Liberty Mutual commercials convince us that they provide the best coverage and benefits, such as 24 hour road side assistance and easy repair estimates. In particular, their commercials stand out as as one who uses humor and fear, and then provides reassurance to coax us to chose their insurance over others.
Allstate Insurance makes itself notable by employing a commercial that divulges a short story of the consequences that a distraught teenage driver can inflict while on the road. Its use of various visual and verbal elements makes the advertisement acutely effective since it seizes the audience’s attention with colorful and amusing displays, while alerting them to the dangers of uninsured vehicles in a memorable way. Moreover, the commercial’s tactful use of several fallacies serves to distract and humor the audience into being swayed by the company’s claims. In short, the advertisement combines all these tools into making an effective, persuasive, and interesting campaign.
Many television commercials choose to feature a contrast between youth and maturity as their subject. An “Oreo Cookie” commercial, for example, features a little girl who is about four years old mimicking her grandfather’s actions in eating a cookie. Another commercial advertises the popular theme park, Six Flags Great Adventure. This commercial, entitled “The Six Flags Dancing Man,” features an elderly man dancing like an enthusiastic child. This relates to Stephen King’s idea in “My Creature from the Black Lagoon,” that adults long for and are often reminded of their childhood. Meanwhile, Rita Dove’s essay, “Loose Ends,” and Marie Winn’s essay, “Television Addiction,” each presents the great influence television has on life, often because of television’s great aspect of reality. Together, these ideas support the reasoning behind an advertisement’s attempt to sell abstract ideas. By using youth and old age in commercials, advertisers can sell nostalgia as a way of making commercials more memorable.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Everyone loves old people. The elderly as a whole are viewed as a wise, tough, and compassionate group. Dodge takes advantage of this fact in their most recent commercial featuring elderly people who are all around 100 years old, to associate their brand as a well established, trustworthy, and reliable company. The ad is effective in leveraging the wisdom and knowledge of the elderly while associating Dodge as a brand that utilizes ethos, pathos, and logos in their commercials. Dodge takes advantage of societies general admiration and trust in general for the elderly and use these feelings to try and persuade people to purchase their vehicle, in particular the Dodge Challenger.
Once this was determined, we concluded that we wanted to analyze a visual artifact with a producer of home goods that would be aimed at men and women equally. We decided on Home Depot as this store is viewed as being a men’s store, yet sells some products that would be marketed towards women. Home Depot sells a variety of items ranging from lumber, appliances, plants, hardware, tools, lawn mowers, paint and even outdoor furniture. We focused our research on Home Depot commercials. We selected four very different commercials and each analyzed them.
The commercial emphasizes an altruistic parent-child relationship throughout. It shows all of the incredible ways a father sees his daughter grow through her first years of life and the impact she has on him. Using this relationship coupled with the nostalgia-inducing music played throughout the commercial provides the audience with a feeling of saudade that shapes the advertisement.
Like many mothers all over the world, the moms in this commercial are shown encouraging and supporting their children not only with their actions, but through the use of their words. For instance, when the mother and little girl are shown in a car accident together, the mother looks at her daughter and says, “You’re okay. You’re oka..” In another clip, when a mother and her son are on a rough, stormy plane ride, the mother says to her son, “Everything is alright”. Through logos, the audience is convinced that you can always count on moms for mental reassurance that no matter the outcome, everything will be okay. As the children in the commercial grow up to be extraordinary athletes, the mothers are still there for their children, regardless of their age. This is proven when a young adult athlete cries on the phone to his mother before he competes in the Olympic Games, proclaiming, “I can’t do this anymore”. Very lovingly, his mom responded to him, “Son, I know in my heart you can”. It is words like these that truly capture the audience seeing that most people have heard motivational phrases like these from their own mothers. Seconds before the commercial has finished playing, the note, “It takes someone strong to make someone strong. Thank you, Mom” is displayed. This is P&G’s final attempt at proving to the audience what their purpose for creating this commercial is. The logos shown throughout this commercial delivers detail and a sense of perception to the
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
Advertising is so prominent in American culture, and even the world at large, that this media form becomes reflective of the values and expectations of the nation’s society at large.
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
According to the 2015 National Gang Report (NGR) from the National Gang Intelligence Center (NGIC) almost half of law enforcement juristictions across the United States reported a rise in street gang membership and street gang activitiy. My communitty is no exception.
In the New York Times article, The Oppressive Gospel of ‘Minimalism’, millennial Kyle Chayka expresses his disdain towards minimalism’s trend and increasing incorporation in everyday life, deeming it to be, “expensive and exclusively branded by and for the elite.” In other words, Chayka discerns minimalism to only appeal towards millennials who have the financial freedom to rely on instant purchases rather than stocking for emergencies. Nonetheless, his stance does not recognize that minimalism does not aim to throw away everything in possession, but rather concentrate value upon few items to gain clarity in its worth. Hence, minimalism techniques in marketing and product values do not aim to exclude those who can’t afford it, but instead aim for consumers to consider its value in a single product. Value does not stem from price alone, but rarity, material, artistic context, design, and underlying connotations factor into its worth. Therefore, these non-explicit components in minimalist items are not considered by critics such as Kyle Chayka, and are deemed unnecessarily high without any contemplation. Another criticism against minimalism’s use in marketing is that it doesn’t give enough information for audience’s to be on the same page with reality. The point of minimalism is that the lack of information gives audiences full control over their own interpretations, and administering it in advertisements strengthens consumers’ power. Rather than giving deliberate features of an item, a minimalist ad would highlight its strengths, but allow audiences to extract its importance, whether it be personal or objective. Additionally, minimalism is employed to extract a degree of materialism in product advertising, since readers have to extrapolate potential experiences from items rather than worry about the costs. According to sociologist Joel
INTRODUCTION Would people be willing to pay $12.50/month for commercial free radio beamed right to their car or home. Well two companies and many big investors are betting about $3 billion dollars that people are willing to do just that. In 1997, the Federal Communication Commission (FCC) granted a portion of the S-band spectrum for satellite radio and two companies purchased use of these bands and started the only two companies competing in the satellite radio business today, namely Sirius and XM. Analysts like William Kidd of CE Unterberg Towpin, predict satellite radio will generate about $10 billion a year in revenues by 2007 (McClean, 2001).
Advertising in the 50s was primarily focused on the return of traditional family values, and portraying the consumer’s role in society’s prestige. But, during the recession of 1959 to 1961, the time was ripe for some innovation in the advertising industry. Surly enough, a single ad appeared that changed the course of advertising history. The Volkswagen Beetle, a seemingly ugly car with all odds against it in the American market of huge, tail-finned vehicles of the 1950s, surprisingly prospered. The advertisement campaign broke all previous rules of using wide-angle photography, and beautiful women. These advertisements stole the American hearts with their wit and honesty.