Entry #6: Progressive

 “Bird’s Eye View” is an ad campaign created by Progressive to advertise its car insurance. Compared to the “Mayhem” ad campaign by Allstate, Progressive employs logos instead of only appealing to the audience’s emotions. The usage of evidence in these ads along with comedy makes them interesting to analyze its rhetoric. Progressive employs an effective use of logos to appeal to its audience. 



The first 5 seconds of the advertisement give a statistic, “Drivers who switch and save with Progressive save nearly $750 on average.” Placing this statistic at the beginning of the ad makes the product clear to the viewer. As a result, the audience is thinking about the product throughout the advertisement which makes the later use of comedy potent. Furthermore, the statistic appeals to the viewer’s logic, making them more likely to at least check out Progressive. The block of text at the bottom during this segment increases the credibility of the statement in the ad by telling the audience where the statistic came from. 


Then, the ad uses comedy, showing an animated pigeon enjoying themselves on the flight. The pigeon is able to enjoy this flight because of the money he saved from using Progressive, tying this segment back to the statistic. During the flight, the pigeon is able to rest, snack, and write his novel which involves the character “chuckandginadfopwek” trying to save his town. This illustrates how, with the money saved from using progressive, the audience is able to use that money in many ways (in this case, leisure). The ad ends with “Switch to Progressive and you can save hundreds, to spend whatever you dream up.” The first part of the quote ties the ad back to the statistic, and the second part appeals to the audience’s desires. 


Progressive’s “Bird’s Eye View” ad campaign uses statistics and then comedy that ties back to the statistic to persuade the audience to save with Progressive. To me, these ads are much more effective than Allstate’s “Mayhem” campaign because statistics appeal to me more than comedy. Progressive shows that comedy can be used to bolster a single statistic.


Comments

  1. Prof. MurphyJuly 2, 2024 at 11:16 AM

    Interesting comparison and analysis with Entry #5.

    Moving forward, I encourage you to post your entries as they are assigned. Waiting until the final days of the grading period doesn't make your entries available in time for classmates to read and engage with your content (and leave comments!).

    ReplyDelete

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