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A Rhetorical Analysis Of GEICO Insurance In The US

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Nowadays, having insurance is a great, but very important thing to carry in case of emergency. In the U.S, most people should have at least one type of insurance. As for auto insurance, the law requires drivers to carry insurance when driving. Because of this need, the demand for having insurance creates a lot of competition with different firms competing in this business. The GEICO dramatic advertisement uses figurative languages, description and, rhetorical appeal to connect with the targeted audience of GEICO insurance to convince them that this insurance is the best.

In 1936, a married couple named Leo and Lillian Goodwin established GEICO; which stands for Government Employees Insurance Company in Texas. The initial target markets …show more content…

Advertising is defined as “any form of paid communication by an identified sponsor aimed to inform and/or persuade target audiences about an organization, product, service, or idea". By strategically selecting the advertising channels, the company strives to reach the target market …show more content…

This advertisement presents the GEICO lizard filled with words describing why GEICO would be the best to have. The background is gray, the words are black and blue. It has words such as; savings, auto, boat, fast, satisfaction. It also has a quote saying," Great coverage in just a few words". Which also, adds more persuasive saying to the advertisement. The quotes and the words describing GEICO comment will draw the audience attention because it will seem as if GEICO has all the benefits needed when picking the correct insurance.

GEICO has become very successful making something as unexciting as car insurance seems entertaining and interesting through their advertisements. With the popular tagline “15 minutes can save you 15% or more on car insurance,” GEICO’s ads help the company to gain significant brand recognition. In this AD from the gamers magazine, it is a lizard, filled with words on how GEICO can help. Another strategy is selecting the frequency and prime time to

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