1. The argument- This ad, with its cutesy “IF” designed to look like a home being reconstructed, argues that a policy with MetLife is better than other insurance policies because the policy will cover all the costs incurred by the rebuilding of one’s home after a disaster.
2. The audience- MetLife is marketing to homeowners, specifically those who feel their insurance coverage is not adequate or those that lack insurance coverage altogether. It also markets to those who feel they live in a “unique” home that the basic insurance policy would not fully cover if disaster did strike.
3. The goal- MetLife is attempting with this ad to get people to buy or switch to their insurance policies.
4. Ethos- MetLife uses Snoopy to appeal to an audience that may be familiar with the popular and comfortable cartoon character. Snoopy helps ease the stress that may come with deciding on a home insurance policy.
Pathos- This ad specifically feeds on the audience’s fears of losing a home in a disaster. This is demonstrated by MetLife’s slogan “Guarantees for the if in life.” Essentially this is acknowledging that losing one’s home is not a guarantee in life, but worrying about disaster frequently is.
Logos- The ad also appeals to the audience’s logic with their “if” slogan. Those that need or desire better insurance could derive a few points from the advertisement. First, as a result of the ad the audience may come to the conclusion that they do indeed live in a unique home. Second, because their home is unique, if disaster did strike their insurance policy might not be capable of covering all the costs. Third, if they feel their insurance policy would not cover all the costs then it might be a good idea to switch to another, such as one of MetLife’s policies. Thus, it would be logical to switch to one of MetLife’s policies.
5. Effectiveness- This ad is very effective in that in plays on a very real fear of many people- the loss of a home. It allows the audience to still feel “unique” while subscribing to a very universal policy that would protect them from disaster.
2. The audience- MetLife is marketing to homeowners, specifically those who feel their insurance coverage is not adequate or those that lack insurance coverage altogether. It also markets to those who feel they live in a “unique” home that the basic insurance policy would not fully cover if disaster did strike.
3. The goal- MetLife is attempting with this ad to get people to buy or switch to their insurance policies.
4. Ethos- MetLife uses Snoopy to appeal to an audience that may be familiar with the popular and comfortable cartoon character. Snoopy helps ease the stress that may come with deciding on a home insurance policy.
Pathos- This ad specifically feeds on the audience’s fears of losing a home in a disaster. This is demonstrated by MetLife’s slogan “Guarantees for the if in life.” Essentially this is acknowledging that losing one’s home is not a guarantee in life, but worrying about disaster frequently is.
Logos- The ad also appeals to the audience’s logic with their “if” slogan. Those that need or desire better insurance could derive a few points from the advertisement. First, as a result of the ad the audience may come to the conclusion that they do indeed live in a unique home. Second, because their home is unique, if disaster did strike their insurance policy might not be capable of covering all the costs. Third, if they feel their insurance policy would not cover all the costs then it might be a good idea to switch to another, such as one of MetLife’s policies. Thus, it would be logical to switch to one of MetLife’s policies.
5. Effectiveness- This ad is very effective in that in plays on a very real fear of many people- the loss of a home. It allows the audience to still feel “unique” while subscribing to a very universal policy that would protect them from disaster.
Note: The advertisement came only in .pdf format and had to be converted using a free program.
No comments:
Post a Comment