Ryan Amrine Com 460 26 January 2009 Progressive.com “Discount” Commercial This commercial is set in a white space, with shelves as in a supermarket. On the shelves are boxes resembling computer programs or games and represent certain kinds of insurance. A worker in the store asks a man if he needs help and he is looking for discounts on his car insurance. The worker explains to him he gets discounts for being a safe driver, being a homeowner and by buying the insurance online. The customer gets very excited and in a high pitched voice yells out, “Yes!” This is followed by the worker explaining that there is no discount for agreeing with her. This commercial is aimed at middle aged people, who own a car and a home. It tells us that it is good to try and save money whenever possible, especially when it comes to insurance and that if you are responsible enough to own a house then you can be trusted to not get in as many car accidents. The byproducts of these messages encourage people to be safe drivers if for no motivation than to save money. It enforces the idea that the average American is a safe driver and they want to be rewarded with cheap car insurance. It also appeals to that same citizen that feels like he only has car insurance because it’s the law and wants the cheapest insurance available. Ultra clean white room indicates a business doing well and someone you can trust to cover you if you do have an accident, a company that won’t bail on you. This quells the fear of Just the part about the helpful attendant in the store, who in this case you that reappears in the series of commercials for progressive.com, represents their helpful service that may be all too willing to help and you will deal with the same people every time you get in a car accident. By putting all of their different insurance packages in different neatly packaged boxes it shows just how easy it is to “shop” for what you really want out of your car insurance policy. At the end of the commercial, the customer becomes really excited and yells, something that the workers usually does and she says there is no discount for agreeing with her and he admits to getting overexcited. This could play on the fact that adults should not be that excited about just getting car insurance and it should always be that good of a price, and at the same time underlying that their prices are low enough that you might break out of normal social behavior. Bibliography 1. Business Wire, "Progressive Takes #1 Spot on Auto Insurance Customer Respect Study." Reuters. May 28, 2008 <http://www.reuters.com/article/pressRelease/idUS139575+28- Mar-2008+BW20080328>. 2. "Progressive Auto Insurance." Reuters. 29 Jan 2009 <www.progressive.com>.
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