What is the purpose of most advertisements? The goal most marketing experts strive for is drawing in potential customers. As I have learned in Module 5, advertisements use different strategies to appeal to customers. These strategies are outlined by Aristotle's Artistic appeals, Logos, Pathos, and Ethos. Each appeal attracts a different type of customer, and selecting an appeal depends on what is being advertised and who the target audience is. But before you can begin the process of creating an advertisement, the purpose must be determined so the message is conveyed to the possible consumers.
For this purpose analysis project, I have decided to look at Progressive Insurance and their series of television advertisements. I have chosen to analyze the video below.
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My experience with insurance is almost non-existent. This is because I do not own a home, boat, RV, or car that would need insuring. While I have no interest in bundling and saving, finding a policy that offers 24/7 assistance, or what renter's insurance policy I should get, I enjoy watching Progressive commercials. In my personal experience, I have not met many people who enjoy learning about insurance, no matter the circumstance. Progressive has created advertisements that people do not mind and even enjoy while tuning into their favorite television show or having a movie night. I will be using the information I have gathered from this unit and other online sources to solve Progressive's marketing strategy and how it works.
From the beginning, Progressive has created primarily comedic advertisements. Their humorous take on a rather mundane subject makes their advertisements hard to forget. Every marketer's goal is to have customers remember their work and what they were advertising. When customers remember the ad, they remember the purpose. While many turn to using annoying jingles or slogans, Progressive has used comedy that never seems to get old.
In 2008 Progressive introduced Flo to their customers. Copywriter John Park and art director Steve Reepmeyer created Flo, played by Stephanie Courtney, to introduce Progressive Insurance's new advertising campaign. Flo is portrayed as a Progressive employee who helps every customer save on insurance. Her passion and over-the-top dedication to insurance create many humorous events for the commercials. Flo's popularity quickly grew. In years following her debut, you could find people dressed as the character on Halloween or funny shirts with her name tag on sale at department stores.
Progressive noted the success of Flo and began introducing new characters. Flo's co-workers Jamie, played by Jim Cashman, and Mara, played by Natalie Palamides, joined the Progressive team to offer the same insurance assistance to customers. The dynamic between all the characters is reminiscent of a sitcom you watch with your family and friends. They offer comfort and happiness during the dreaded commercial break time. When new commercials air, you feel as though you are tuning in to a new episode. You tell everyone to be quiet, so you can listen to the funny one-liners by Flo and silly mistakes Jamie made once again. This feeling that the advertisements evoke appeals to Pathos.
These characters have been acting in Progressive commercials for more than ten years. Most people do not know the actors, but they feel they know the characters because of the extended time they have been on their televisions'. This gives people the impression that the characters and company are trustworthy. The characters exude a familiarity that elicits a sense of trust from viewers. The company also states how long they have been in the insurance business and how many people they have helped save money. This appeal can be categorized as both Pathos and Ethos.
Lastly, an insurance company would not be able to draw in any customers without facts and statistics. While humor and likable characters in a commercial will create remembrance and interest in the company, information and details are needed to make prospective customers existing customers. By giving vague information as to why you should choose Progressive, the advertisement is appealing to Logos.
Progressive has created an undeniably genius advertising campaign. Their commercials appeal to all of Aristotle's Artistic appeals by using many different approaches. The most successful strategy they have attempted is undoubtedly creating funny characters who appeal to almost all audiences. For Progressive appealing to Pathos has proven to be their most successful strategy for marketing their business. The purpose is always understood and evident to the viewer from the very start of the advertisement. The Progressive commercials prove that uninteresting subjects can be turned into fun advertisements that appeal to viewers who have no interest in the content.
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Sources:
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"10 Years Of Flo: The Story Behind Progressive’S Accidental Ad Icon - Arnold Worldwide". Arnold Worldwide, 2021, https://arn.com/latest/10-years-flo-story-behind-progressives-accidental-ad-icon/Wow!. Accessed 30 Aug 2021.
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Giacomazzo, Bernadette, and Bernadette Giacomazzo. "Who Is Flo From Progressive?". The US Sun, 2021, https://www.the-sun.com/entertainment/3035137/progressive-flo-stephanie-courtney-actress/. Accessed 30 Aug 2021.
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Youtube.Com, 2021, https://www.youtube.com/watch?v=EhRXyPYHmDk. Accessed 30 Aug 2021.