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Geico's Advertisement Analysis

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GEICO’s advertisement, which can be found in Men’s Health November 2016 issue, targets car owners through the use of several tactics by means of segmented marketing, hooking the audience, and appealing to their desires. GEICO is the second largest and one of the fastest growing private auto insurance companies in the United States (GEICO, 2016), who aim to reach their target audience through the imagery of a stack of cookies in the hopes of the consumer to correlate the greed and desire received from the food imagery used, in place of the experience provided by insuring your car through GEICO. Additionally, GEICO strives to target customers through attempting to cater to their needs with the intended end goal of persuading them to choose GEICO …show more content…

Through grasping the attention of the consumer with a pile of cookies, the ad aims to narrow in on the greed and desire of the customer. Greed is defined as the intense and selfish desire for something, especially wealth, power, or food (Cambridge Dictionary, n.d.), and is used strategically through advertising to ease the decision of the consumer in the hopes that the imagery of the desirable cookies is correlated to the services provided by GEICO. As humans generally prefer obtaining more rather than less, the simple decision is presented metaphorically to the consumer of choosing whether or not one desires a whole stack of cookies over a single cookie, when realistically representing the more benefits that are provided through GEICO. The desire of cookies presents a lighter and more transparent decision, in comparison to the much larger commitment of choosing a car insurer. Not only does the ad aim to reach the consumer through both desire and greed, but it also attempts to shapes an illusion in the consumers mind that they have the power of …show more content…

Through several company action statements such as “helping people since 1936”, GEICO aims to verify that they are a well-established company which consumers have been choosing over the past 80 years. Additionally, GEICO establishes their character by stating what they can provide for the consumer through their claimed 97% success rate. This character is formed through the use of key phrases such as focusing on customer desires by bringing you enjoyment to save you hundreds and bring you more through the satisfying and winning service that GEICO can provide. Alongside these statements, GEICO is seen to build a positive company character within the mind of the consumer, which is then legitimized through the use of

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