This week for my Rhetoric and Civic Life blog I will be analyzing the following Allstate Commercial, and how it positively advertises Allstate insurance to its audience. This advertisement is aimed to position Allstate as the insurance of choice over its competition, such as State Farm.
This commercial ad is very effective in advertising Allstate insurance. There are a variety of strategies that are carried out to place Allstate in a positive light. First of all, the main speaker in the commercial, Dennis Haysbert, is a recognizable figure to the audience because he has been in many Allstate advertisements in addition to this commercial. This adds a comforting component to the commercial, because America is used to the speaker and can associate him with Allstate as a trustworthy figurehead. Allstate also uses music to contribute to the ethos of the ad. At the beginning of the commercial, there is a light piano playing in the background, and as the ad progresses string instruments come in and create a fuller effect. There is a subconscious response that makes Allstate seem complete, because when the speaker talks about Allstate there is a sense of completeness in the soundtrack.
To continue, the manipulation of colors is used to add to the power of the advertisement. For example, at the beginning of the ad, the photos that accompany the dialogue of the Great Depression and the twelve recessions are all in black and white. When the speaker mentions that the “fear is over” and implies that Allstate has opened its doors to help families, a family group is seen coming into the frame and the background images begin to appear in color. The significance of the color is that Allstate makes the point that by choosing Allstate as an insurance provider, the customer will see a dramatic transformation, like the change from black and white to color, and that they will be in a better position after choosing Allstate. When the main speaker mentions how Allstate has been around since 1931, there is a strong feeling that Allstate is a trustworthy firm, because it has stood the test of time since the Great Depression.
To conclude, the advertisement does an effective job of showing, and not telling its position. At the end of the ad, the speaker does not mention the brand Allstate but mentions the slogan about being in “good hands.” This is effective in advertising Allstate because the Allstate brand is not overused- however, through the use of a slogan and powerful dialogue the audience is still left with a strong impact.