Rhetorical Analysis: Happier Than A Body Builder Directing Traffic
Insurance is known for being boring and tedious, something that nobody looks forward to dealing with. In their recent advertising campaign, however, GEICO stands out through their silly use of a body builder directing traffic and comparing him to how happy GEICO customers are. When you think about it, a bodybuilder is the perfect person to direct traffic. He's fit enough to move his arms around for hours at a time and he's big enough to be noticed by passing motorists.
In the commercial I have chosen to analysis, a bodybuilder is seen in the middle of a busy city street, flexing his muscles as drivers wait for their turn to navigate the intersection. All this is done in the name of directing traffic, and the wide grin suggests that he’s more than a little excited at the opportunity to show off his hard work with each point and wave. After about twenty seconds into the commercial, two guys are standing on top of a stage on the sidewalk in view of the body builder and they start a conversation:
Jimmy: “You know Ronnie, Folks who save hundreds of dollars by switching to GEICO sure are happy.”
Ronnie: “And how happy are they Jimmy?”
Jimmy: “I’d say happier than a body builder directing traffic.”
Ronnie: “He does look happy.”
At the end of the commercial, the company’s name and website are shown in the middle of the screen and the announcer says: “Get happy, Get GEICO. Fifteen minutes could save you fifteen percent or more on car insurance.” Click and the link here to see the commercial: http://www.youtube.com/watch?v=e6iJMtnxBxs
GEICO has had many different styles of advertisements ranging from the talking gecko to the cavemen commercials but the slogan that has stuck throughout is the "fifteen minutes could save you fifteen percent or more on car insurance". This slogan can be thrown into their commercials or put on a billboard on the side of the road.