Get a Good Deal on Car Insurance in Florida - Essay Sample

Introduction

It is important to get car insurance, especially in Florida, where the rate of vehicle accidents is high. There has been a variety of advertisements through TV and paper ads, which majorly offer discounts on rates and even offer accident forgiveness. It is evident that the benefit of getting a good deal on vehicle insurance is highly vital to consumers across the world. Although there are numerous insurance companies out there, what makes these companies different from one another is how they advertise their services. One of the most successful companies in the car insurance business is Geico. A detailed examination and analysis of the concepts above through lasting impressions provides an in-depth understanding of the targeted audience.

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Audience

The main aim of Geico insurance is to offer insurance services at relatively lower costs to the vehicle owner. They reveal their target audience by the simplicity of their slogan. Before it used to be "It's so easy, a caveman can do it." Now, "15 minutes could save you 15% on car insurance" becomes their most famous saying. This particular ad above depicts a lizard holding a headphone and "You Know The Lyrics" written in bold. Short and simple! There is humor in seeing an animal acting like a human as well. Therefore, it is safe to assume that they use fun deliberately as a way of connecting with their audience. It is also a good reminder that anyone, regardless of his or her social or economic class, can benefit from their services. It is appealing to know that, in a world where time is of the essence, one can accomplish good savings in such a short amount of time.

Context

Most of Geico's advertisements, if not all, are humorous. However, the way they advertise also seem to be straight forward. Customers can easily interpret the message in the ads to appear as if it is all about money and time saving can explain the overall signal of the ads. In fact, in the image above, they provide a plain white background and no abstracted graphics. Common sense would dictate that the amount of money one can save would vary based on what insurance they had before, driving history, and credit history in some instances. What about the time? Can it be a guarantee that one can get a quote in only 15 minutes? With all that in question, the creator wants his/ her audience to believe as long as you switch from another car insurance to Geico, you will likely save at least 15% on your payments.

Purpose

The ad depicts no web address or phone number to contact the company. Thus, it makes it seem as if Geico is a common household name and that everybody must have already known how to reach the company. "You Know The Lyrics" also accentuates that they consider themselves as a household name. Many people would argue that the savings advertised are in no way 100% guaranteed; however, they will admit that when they think about cutting cost on car insurance, Geico is the first name that comes to mind.

Tone

The tone of this image is even, funny but straight to the point at the same time. The creator uses a plain white background, commonly known characters, and natural colors are used to prevent distractions.

Arrangement

"You Know The Lyrics" written in bold is the first line. A lizard-like green reptile holding a headphone looks into the camera. This arrangement allows consumers to connect with the characters. Since this green talking reptile is iconic in almost all Geico advertisements, most people familiar with this company would be able to guess the lyric about which they are talking. Moreover, "Geico get a quote" written in blue, and the slogan in black is meant to reinforce the certainty of their claim. It is also worth noting that they use a plain simple white background to allow consumers to focus majorly on the content rather than the design.

Concisely, the targeted audience is clear and comprised of all insured or uninsured vehicle owners. The purpose is specific: to save money in a relatively short period. The context of their ad is to expand their audience as much as possible. They use a simple but humorous tone. The arrangement allows consumers to focus on content instead of abstracted elements.