Geico Advertising Appeal
Out of the many appeals that companies use to advertise their product or service, the need to achieve is one of the most commonly seen. In our highly competitive society, everybody is trying to get ahead. Everybody is looking for that little advantage that will push them forward. The appeal of achievement correlates with success and winning, ideas that represent the outcomes of hard work on which people like to pride themselves. In many of their ads, Geico likes to tap into our competitive nature by offering us incentives, such as saving time and money, which speak specifically to our consumer culture. Such a tactic proves to be effective because for the most part, consumers in our ambitious society like to be frugal and fiscally responsible. Nobody wants to spend an extra dime if they do not have to. Simultaneously, customers do not want to spend all day looking for the perfect insurance. They know that time is a finite resource and it must be spent wisely. In order to persuade customer’s into buying their insurance, Geico effectively utilizes the achievement appeal because it resonates with their goals of saving time and money. In most of Geico’s commercials, they are able to address their audiences need to achieve with a simple slogan: “15 minutes could save you 15 percent or more on your car insurance.” This message that sells their customer’s on their service, however, is not seen until the end of the commercial. For most of the commercial the time is spent entertaining the audience in a humorous way. Take for example the viral “Hump Day” commercial. Throughout the ad, a camel who can talk walks through an office building asking and bugging the workers about “What day is it?” Since he is a camel with a ‘humped’ or arched back, the advertisers suggest that that the camel is referring to ‘Hump Day’ or in other words, Wednesday. This is followed up by two men who are playing the guitar with each other. In an...
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