State Farm Advertising Analysis

Topics: Insurance, Rhetoric, Home insurance Pages: 3 (1060 words) Published: March 25, 2013
Today, advertising is as much a part of our lives as breathing. Whether we’re driving, listening to the radio, or watching T.V we are constantly being bombarded by thousands of companies telling us why we should buy their products or services. Some advertisements prove to be effective, while others can be easily dismissed. One very popular industry in advertisement is auto insurance. Every year companies like Geico, State Farm, and All State invest millions of dollars, hoping to convince audiences that their service is better than their competitors. Because auto insurance is a requirement for every single individual who owns a vehicle it is a very competitive market where various ad campaigns can be found. State Farm stands out amongst these companies with their creative incorporation's of Aristotle's rhetorical techniques to capture their audience and deliver their message of reliable service.

Among the many ad campaigns created by the company one of the most memorable is their “magic jingle” campaign. The commercials feature customers in various inconvenient scenarios where an insurance agent may be needed. The customers then proceed to sing the “magic jingle” (like a good neighbor State Farm is there…) and an insurance agent will magically appear to help resolve their issue, along with other ridiculous requests. While the granting of these ridiculous requests make the ads humorous; therefore, memorable, they emphasize what the company feels is their advantage over their competitors: immediate and excellent service.

In one of these commercials, two young men are sitting in their car in what appears to be the middle of nowhere, eating burgers when they are suddenly attacked by a herd of buffalo. In desperation, the passenger asks his friend to do the jingle and after doing so an agent appears in the car and proceeds to say: “like a good neighbor State Farm is there…In my office!” Immediately the three men are zapped into the man’s office and there are...
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