Gabriela Guadron
Ms. Rachel Watts
ENG 101
May 11, 2012
“Like a Good Neighbor State Farm is there”
More than ninety-five percent of Americans own a car. This also means by law that ninety-five percent of Americans should own car insurance, but unfortunately not everyone does. For eighty-nine years State Farm has used the motto, "Be fair and do the right thing for the customers." Since the 1940s State Farm has been the nation's top auto insurer. It is important for State Farm to showcase, through television commercials, what their company can do for the customers. In 2010, State Farm created their new powerful imaginative "Magic Jingle Parking Lot" commercial to maintain their audience while keeping up with their o competitors.
The commercial I decided to use was the one where three women are walking to the parking lot as they see a dent on one of the girl’s car. The girl that is a costumer made it seem simple and just said “Like a good neighbor state farm is there” and her agent appears immediately. After the other two girls saw this; they wanted to try the same thing. But they requested different type of agents. One of them said “with a hot guy” and a cute appeared. While the other girl exclaimed “Who is also sensitive” and her agent appeared. At the end of this commercial we see that each of the girls ended up with an agent that most fit them. State Farm uses techniques to draw in customers. Compared to other car insurances, State Farm makes themselves seem very appealing. They add incentives for people to buy their car insurance. In this commercial, instead of discrediting other car insurance companies, State Farm just makes themselves look good. In the opening scene of the commercial, the women are complaining about a dent in one of the woman’s car. Typically speaking, most women would be highly upset with a dent being in their car. However, in this commercial, the owner of the car makes it seem like no big deal. To State Farm, accidents are easily fixed. The other factor that State Far Car Insurance Company considers is unpredictability. Customers are constantly changing their mind and they will want and need a car insurance company that will allow them to do that. In the commercial, State Farm shows this capability by having the three women want three different types of "men" or "car insurance agent." The first woman gets the regular suit and tie accountable insurance agent. The second one wants one who is hot and sensitive, while the third woman wants one who is hot and dangerous. When the customers want to change their plan, it is easily done. By portraying these three diverse men, it shows that State Farm is flexible and is willing to work with their customers and do their best to give their customers what they want. In the end, all that matters is that the customer is happy. At the end of the commercial, all three women seem completely satisfied.
Besides making accidents seem like no worry, State Farm shows that they are always there for any of their customers, and they are always efficient. As soon as the woman says, "Like a good neighbor State Farm is there," an insurance agent appears immediately out of nowhere. 24/7 service, nothing beats it. This part of the commercial intrigues the audience even more. People would much rather have an insurance agent who is always there when they need them and someone who is going to be efficient at their job. When the woman smiles afterwards, it shows a sense of customer satisfaction, which is very important when trying to promote a company.
In order to achieve greater customer satisfaction, it is important for company to come across as quick and easy. Again, in this specific commercial, State Farm does exactly that. The first car insurance agent comes quickly enough, but customers wonder if that will happen every time they need assistance. By showing the two other women asking for a car insurance agent, State Farm answers that question. As soon as the other women say the famous jingle, their car insurance agents appear just as quickly. Adding this to the commercial, State Farms shows that no other car insurance company will be as quick and easy as them. State Farm makes it seem as easy as a person saying a short little phrase; as soon as the person finishes that phrase, State Farm is right there. Someone watching this commercial on television will be find this appealing because the wait is so short.
Not only are the attractive actors and actresses, and the quick efficiency appealing, but the fact that State Farm satisfies all requirements is also extremely appealing. State Farm can fulfill any person's wants or needs almost immediately. In the beginning of the commercial, only one of the women is an actual State Farm customer. The other two women ask if they can try. When they do, their needs and wants are also met immediately, even though they "just joined" State Farm. By being a customer with State Farm, all of a person's needs and wants can be accommodated in one place, rather than having their needs and wants scattered across several car insurance companies. It does not matter if a person has been a long time customer, or a person is a new customer, he or she will receive the same type of State Farm quality that every other customer receives.
In this commercial, State Farm's implied audience is females ranging from their early twenties to mid-thirties. At this stage of their lives, women are staring to be more independent. Women are starting to get their own place, starting their own career, and getting a job. Meaning they are ready for some big changes, which could include buying their own car and car insurance and looking for "Mr. Right." State Farm recognizes that fact and incorporates both of those factors into their commercial. They use the power of ethos in order to attract their target audience. It uses a variety of attractive actors instead of old, unattractive, annoying actors, who would definitely dissuade the young generation from buying their car insurance.
However, State Farm also knows that women are not the only ones who shop for car insurance; obviously, men buy it too. Besides using a variety of attractive male actors, State Farm also uses attractive females. In addition to this commercial, State Farm created other similar commercials, which show what a man looks for in a "car insurance agent." This shows that State Farm is interested in acquiring new male customers as well. Being in the car insurance industry for over seventy-five years, State Farm knows that having a large number of female customers will not solely make them successful. Of course, they are going to need a large number of male customers as well. With this in mind, State Farm tries to keep everyone happy; they know that neither men nor women will change the channel when there are attractive people on the screen.
State Farm's "Magic Jingle Parking Lot" the commercial begins with enticing audiences by showing both attractive male and female actors. Then State Farm captivates the audience by showing how quick, easy, and efficient State Farm really is. Even when customers want to change their car insurance plan, State Farm makes it look easy. By the end of the commercial, State Farms expresses the satisfaction of their other customers, which hooks the audience completely. Through this commercial, State Farm wants keep their current customers satisfied. State Farm is like a good neighbor; they are always there.