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Progressive Insurance Rhetorical Analysis

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“Now that’s Progressive.” Progressive insurance is a company that provides insurance for cars, motorcycles, boats, commercial vehicles, RVs and home insurance through select companies. According to Progressive.com, Progressive insurance has been around since 1937 when Peter Lewis started the first drive-in claims insurance office. Today Progressive has grown to 25,000 employees in more than 450 offices throughout the United States. However, one iconic employee has revolutionized the way we look at insurance and her name is Flo. When Progressive customers see Flo, they look at her fun, delightful personality and make a connection that buying Progressive insurance can be an easy and fun thing to do. When looking at this Progressive insurance …show more content…
“The biggest weasel word used in advertising doublespeak is ‘Help.’ Now ‘help’ only means to aid or assist, nothing more… But once the ad says ‘help’ it can say just about anything after that because ‘help’ qualifies everything coming after it” (Lutz 162). The bold heading in blue letters next to Flo says “Too many discounts? No such thing.” Under the heading, she gives an explanation of different ways to “help” you save and also talks about how being a safe driver, paying in full, or just going paperless can get you amazing discounts such as $500 in savings just by switching to Progressive! Notice how the ad says that by switching to Progressive can save you money, instead of saying switching Progressive will save you money. Fine print is in the lower right hand corner is what appears to be terms and agreements. This reads, “Insurance prices and products different when purchased directly from Progressive or through independent agents/brokers. All discounts not available in all states. National average annual car insurance saving by new customers surveyed who saved with Progressive in 2013. Basically the fine print is saying that yes, Progressive can save you money, but it cannot guarantee you ‘$500’ and it will depend on where you live and if you are buying through Progressive directly, or an independent …show more content…
Kilbourne states “advertising not only appears on radio and television, in our magazines… but also surrounds us on billboards, on the sides of buildings and plastered on our public transportation. Buses now in many cities are transformed… so that one boards a bus masquerading as a box of Dunkin’ Donuts.” (Kilbourne 113). Flo has appeared everywhere on magazines and television advertisements. According to Nicole LaPorte, Flo “has become the most recognizable mascot on television, the successor to the Geico gecko, Juan Valdez, and the Pillsbury dough boy.” There is a similar celebrity face of another company, All States own character Mayhem. According to the Marketing Masters from the CBS Altitude Group, “Mayhem” has been causing destruction everywhere. Susan Cradle and Leo Burnett state that “in just a few short years the campaign has become an enormous hit.” When compared to the quirky, friendly Flo, who shows how easy it is to buy insurance, Allstate’s Mayhem is telling you that protection matters, and it shows you all the bad consequences that can happen if you do not have

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