Essay on Geico Advertising Appeals

861 Words Oct 11th, 2013 4 Pages
Geico Advertising Appeal Out of the many appeals that companies use to advertise their product or service, the need to achieve is one of the most commonly seen. In our highly competitive society, everybody is trying to get ahead. Everybody is looking for that little advantage that will push them forward. The appeal of achievement correlates with success and winning, ideas that represent the outcomes of hard work on which people like to pride themselves. In many of their ads, Geico likes to tap into our competitive nature by offering us incentives, such as saving time and money, which speak specifically to our consumer culture. Such a tactic proves to be effective because for the most part, consumers in our ambitious society …show more content…
In Jib Fowles’ essay “Advertising’s Fifteen Basic Appeals” he cites ‘the need to achieve’ as one of the 15 strategies which enable advertisers to reach their audience. For most consumers, the market place is seen as a competitive territory where whomever comes out having spent the least amount of money is the victor. Thus, Geico effectively advertises its service by highlighting the opportunity to “save 15 percent or more on your car insurance” by switching to Geico. Not only do they illustrate the money that can be saved, but also the time. Along with the ’15 percent’ that can be saved, Geico also mentions that this can be done in ’15 minutes;’ a relatively short amount of time. As a consequence, Geico puts their consumers in a win-win situation because “the person who manages to buy something at fifty percent off is seizing an opportunity and coming out ahead of others” while they enable them to do it in an efficient manner (Fowles). Geico’s use of the ‘need to achieve’ appeal is characterized as the most reasonable way to solicit their service as it takes nothing away from their customer, while it gives them everything in return; they don’t have anything to lose. However,

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