One string of advertisements that have stuck out in my mind as of late would have to be the commercials for Geico car insurance. From the "It's so easy, a caveman could do it" ads to the more recent series of advertisements featuring Mike McGlone, Geico's commercials are very effective. This is because insurance is something that applies to a very wide audience of people regardless of race, gender, etc. Lots of different kinds of people drive cars, and Geico has been successful, at least in my opinion, in constructing different ads that target a wide audience. I think they've really hit the nail on the head with their most recent string of advertisements which employ Mike McGlone announcing, "Could switching to Geico really save you 15 percent or more on car insurance?" and then proceed to pose a rhetorical question, which the assumes the audience knows the answer is "yes." These commercials are effective for the wide audience of car insurance consumers because they aren't specialized to any specific group, and the humor in the ads can be caught easily by the audience, which aids in getting the commercials to stick in their minds. One Geico advertisement in particular that comes to mind is the one in which McGlone poses the usual question, and then follows with, "Did the little piggy really cry wee wee wee all the way home?", which is then followed by a clip on a pig sticking his head out of a car window, literally crying "WEEEE! WEEEEE! WEEEEE!" all the way home.
A strong appeal of advertisements like those of Geico is the appeal of providing a safety net for an affordable price. When making purchases or financial commitments, people like to be assured that what they are purchasing is dependable and durable, especially over long periods of time. Consumers want to know if they car they are looking at purchasing is equipped with the right safety features, so that everyone in the car will be as safe and protected as possible in the event of an accident. When purchasing a house alarm, consumers want to see a system that is dependable and can alert the family of danger quickly. The same principal applies for car insurance. Geico knows that car insurance is a very important service that is used by millions of drivers in the US, but they are also aware that car insurance is often very expensive, and in some cases, the financial bar prevents people from pursuing a drivers license because they cannot afford insurance. Geico's advertisements aim to show consumers that they offer dependable, easy-to-purchase car insurance at an affordable price that could save you money. With this knowledge, the advertisements aim to ensure consumers that they will be protected on the road, and more importantly, they do not have to worry as much about their car insurance bills every month.
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