Rhetorical Appeal In Advertising

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Whether it is a pop-up ad, flyer, billboard, or television commercial, it is inevitable to not see a single commercial as one goes about their day. Sponsors will constantly find a way to advertise their product or service, even if it is not wanted. People will go to extensive lengths to avoid watching commercials at all cost, whether they use an ad blocker or buy a subscription service, they want to evade any interruptions that may disrupt what they actually want to watch. Despite how annoying commercials can be, they are an essential aspect of a company persuading people to buy their product or service. The main way sponsors use commercials to persuade is the use of classic rhetorical appeals, such as ethos (appeal to ethics), logos (appeal to logic), and pathos (appeal to emotion). However, GEICO is well-known to take a different approach to using rhetorical appeals. GEICO is an auto insurance company that has a very well-produced advertising campaign with a nationally identifiable mascot, the GEICO Gecko, and many viral commercials, including, but not limited to, the GEICO “Piggy” and the infamous GEICO Hump Day Camel. While it may not seem like it, GEICO commercials contain more rhetorical appeals than portrayed.
For instance, in the television commercial
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GEICO’s target audience is young adults and they successfully market their commercials by using lots of humor, while emphasizing the amount of money GEICO can save. The commercial captures the attention of the audience by using a humorous scenario while successfully sticking the price point of GEICO in their mind long after viewing it. By doing this, the likelihood of the audience finding GEICO more favorable than other auto insurance companies increases. This use of rhetorical strategies helps set their company apart from their
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