Allstate's Promise

Popular Science magazine featured this ad towards adults who are interested in science and engineering. In this ad Allstate wants to show the reader that they are a normal insurance company that he or she can trust with open arms. Allstate successfully accomplishes this in the ad by the use of a strong pathos, logos and a sufficient amount of ethos. Allstate uses a relaxing background and have a customer-friendly employee on the ad in a sense to show the reader that he or she is important to them: to connect on an emotional level with the reader. Allstate also shows the reader some of their supporting quotes as a way to seal the deal.
This Allstate ad is supposed to invite the reader to use Allstate and know that they will be protected by smart and intelligent Allstate agents. This ad has a really good form of pathos by showing the man in the ad. The ad tells the reader the man’s name, and that he is an Allstate agent. Then the Allstate ad shows the reader a happy, strong, reliable-looking Allstate agent. The reader can assume the agent is happy because he is smiling, and doesn’t look like a guy that would be hard to talk to; in fact, he looks like he would sit down and listen to whoever is reading. The reader can identify facial expression of the Allstate agent by looking at him in the picture, which looks like he is looking straight at the reader. The Allstate agent looks like a tough looking man, because he looks like he is very well-built. The agent has his arms crossed firmly with a big belt buckle around his waist. It’s important for Allstate to let the reader know all this, because this will convince him or her to use their motorcycle insurance. Allstate is telling the reader that their agents are happy and ready to help them.
If the reader were to take another look at the Allstate agent in this ad however, he or she might think that the agent knows a bit about motorcycles. The Allstate ad shows the reader the agent with his bike. The reader can identify... [continues]

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