The primary goal of the commercial ad for Farmers Insurance is to represent the idea that this company can provide insurance for any necessity. The video demonstrates the hypothetical situation of dogs dancing in a flooded house (“Farmers Insurance Commercial Funny Dogs,” 00:08-00:21). The actor in the video shows the museum of things that Farmers Insurance covered that are also working as hypothetical and unrealistic situations. Still, it successfully transmits the thesis of the commercial – the notion that Farmers Insurance can cover virtually everything its intended audience requires.
The target audience is represented directly in the film. The working adult population has property, such as a household, that needs to be covered by Insurance. The target group is identified in the commercial by two actors who are owners of a household with dogs (“Farmers Insurance Commercial Funny Dogs,” 00:19-00:21). As the last scene represents the sectors of the insurance company such as home, life, business, and automobiles, it also directly reflects all essential life areas of any working adult. The impact on the audience can be seen in the anecdotal image of dancing dogs, but it contributes to the central thesis of the video.
The ethos – credibility – of the advertisement can be considered from the perspective of the video shooting style and character details. One technique that Farms Insurance uses to raise credibility is the presence of a famous actor who reassures the company’s authority in the video. In addition, there is a visual representation that they can cover anything, as described by the dog’s swim. The last scene also indicates that the company provides Insurance for vehicles, homes, businesses, and life (“Farmers Insurance Commercial Funny Dogs,” 00:25-00:28). Although the video’s design does not look professional, it tries to represent the main idea from the anecdotal visual image. The intent of stating that Farmers Insurance can cover anything can be directly addressed less professionally and does not harm credibility.
The video’s pathos – emotional appeal – also creates sympathy and a sense of security through the company branding. In addition, the emotional appeal to the viewers can be seen from the perspective of a funny representation of a dancing dog and its further memorial in the museum of covered elements. The emotional appeal is also justified by the use of words, such as “Mer-Mutts,” that emphasize the welcoming and friendly nature of the company (“Farmers Insurance Commercial Funny Dogs,” 00:21-00:22). Although having an anecdotal basis, it still appeals to sympathize with the company and have positive feelings towards its leading branding and target – that is, to cover almost anything possible. The audio representation also works on positive appeal to attract the audience. The pathos of the commercial works on the welcoming environment that the company tries to create in the video.
The logos – truth and reality – are also directly depicted in the video. Farmers Insurance backs up the argument by using a visual representation of covering almost anything. Although it is evident that dancing dogs in the flooding house are anecdotal, it still stands as a supporting example for the company. In addition, the commercial uses the date as evidence, claiming that the event happened on the 2nd of February, 2016 (“Farmers Insurance Commercial Funny Dogs,” 00:21-00:22). Another piece of evidence and reasonable argumentation stands in the dialogue provided by the end of the video. The actor claims that “we (farmers) know a thing or two because we have seen a thing or two” (Farmers Insurance Commercial Funny Dogs, 00:22-00:27). As a piece of supporting the claim, it represents the idea that the company has successfully worked on extraordinary cases that can happen in routine working adults’ life. However, the logic and validity of the argument can be criticized due to the impracticality of the case provided in the commercial. The ad does not offer any realistic and reasonable representation of their central thesis. Thus, it can be assumed that Farmers Insurance’s reasoning is flawed. Although unrealistic, it can still contribute to the video’s main appeal and authority, thus having an efficient argument without proper reason and logic.
Overall, the video can be reviewed from three perspectives – ethos, logos, and pathos. Although having an anecdotal representation of the actors and lacks rationality when it comes to evidence, the commercial effectively reflects its central thesis of multifaceted coverage. Through a sympathetic and humorous appeal to the target audience, the working adult group, Farmers Insurance creates an image of a good and welcoming company that can support its clients with the necessary insurance coverage policies.
Work Cited
“Farmers Insurance Commercial Funny Dogs.” YouTube, uploaded by Matt Metzger, Web.