Rhetorical Appeals in Advertising

As with most commercials, this Geico spot utilizes many rhetorical appeals to sell its product. There is a narrative in the form of Steve O’Dell’s story. This narrative establishes that O’Dell is a real person, just as his caption states in the commercial. It also plays on ethos, meaning that the audience has to trust O’Dell’s veracity. His story, which could ostensibly happen to anyone, is an appeal to pathos. His father could be your father, hijacked at knifepoint. This makes the audience sympathize with how outraged he must have been feeling when he found out about the incident. He is all the more gratified, then, with the treatment he received at Geico and we should be led to assume that we would be treated with the same consideration. Joan River’s comedic commentary also qualifies as an appeal to pathos because the amusement you feel puts you in a better, more receptive mood. There is a very obvious comparison and contrast between O’Dell and Rivers. This comparison is intended to enhance his claim by making it even more obvious that he’s just like one of your neighbors. The example is made that not only does Geico treat its customers well, but switching insurance will save you lots of money. The cause and effect strategy proves pretty much the exact same thing; because of his father’s excellent treatment, O’Dell switched insurance and saved money. Finally, there is logos. It is logical that one would want to save money. Car insurance is expensive, why wouldn’t someone want to save money on it and get good service in the deal? While there are no statistics quoted, our reading (chapter two) cites “deductively reasoned arguments” as forms of logos. Saving money, especially for Americans, is something that is logically appealing.