Commercial: State Farm Insurance

Argument: State Farm Insurance is more beneficial to parents of teen drivers than other insurance plans. This is because State Farm has implanted the Steer Clear Program into an insurance plan in order to establish better security for both the parents and the teen drivers.

Audience: This commercial is targeting concerned and safety conscience parents of teen drivers. In the commercial, the father asks who is going to be going to the movie before he lets his daughter borrow the keys. This shows that he truly cares about what his daughter is doing and who she is going to be with. Thus, the audience includes parents of teenage drivers, that have a genuine interest in their children's lives.

Goal: To show parents of teen drivers that there are insurance plans specifically for their situation, that will benefit their situation.

How:

• The voice of Patrick Dempsey helps establish credibility becasue he is a well known figure in society. His deep and reassuring voice helps the argument as well.
• In the beginning of the commercial, the daughter is shown as a little girl, but then in the end is shown to be a teenage driver. Those of the target audience watching this commerial are led to remember thier teenage son or daughter as a younger child, which more efficiently evokes a feeling of love and concern than just showing the girl as a teenager.
• The reality is that teenage age drivers are growing up, and are in need of additional precautions taken by parents. One way to take such a precaution is to get State Farm Insurance, with the Steer Clear Program.
• The commercial mentions that this plan offers lower rates, which would definitely spark the interest of the audience as well.
• The father asks who is going to the movie. In doing so, it is established that he is really watching out for his daughter, and cares about who she is with. This reaches beyond insurance coverage, and suggests that State Farm is also interested in the actual welfare of the individuals that are being covered by their insurance plans.

Is it effective? Yes. For those parents that have teenage drivers this commercial would be very effective. One of the most persuasive elements is pathos. The contrast of the little girl in comparison to the teenage daughter leads the parents to think about getting specialized insurance plan, whereas they might not have thought about it before.

http://www.youtube.com/watch?v=j_dkyByzD-Y