Another commercial that shows the technique, testimonial, is the state farm commercial with Chris Paul and his "twin" brother. One of them plays NBA basketball and the other helps people with their car insurance. They try to attract people by showing Chris Paul as their main character in their commercial. People love Chris Paul and know him from the NBA. They want to show that they are better than all the other car insurance commercial by trying to get the best people even when they have nothing to do with insurance. They even show a whole story from the start when Chris Paul and his twin are separated in the hospital and they grow up their separate ways doing their own things. This shows that he is "born to assist" on the court and when it comes to insurance. People can be safe from the day they are born.
They appeal to "Need to feel safe" with Chris Paul always being there when their is a problem. Or even in their other commercials when a group of friends are stuck in a problem and they say they jingle "...state farm is here." Whenever they say this, an employee shows up and brings them to a safe place, covering up all their problems, showing the simple solutions they will provide if you join state farm. This jingle stays in people's heads because its catchy and is used in every commercial they show.
They use the technique "repetition" in each of their commercials when they have the same idea. Showing a different problem to begin with and once they say the jingle, then an state farm employee shows up to enable their safety.
We know that if we do join state farm, that an employee won't magically appear just like the commercial shows. This is a slight example of doublespeak, showing something that won't happen so people will get the idea of what they really do and are capable to do.
Good blog Kristi. I see this State Farm commercial with Chris Paul, and State Farm uses popular sports figures like Aaron Rodgers and Chris Paul to promote their insurance. Since these people are widely liked and very few people dislike them as oppose to another more disliked sports figure like LeBron James or Kobe Bryant. I agree that the State Farm commercials have the main advertisement tactic of "Need to Nurture" with all of these absurd and dangerous situations that people get into, and the State Farm agent is always there to make things better. They also use repetition, playing the commercials a lot with jingles in almost all of them. State Farm has effectively used their commercials, in my opinion, and will continue to use these tactics.
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