Eng 112 Week 3 Rhetorical Essay

Introduction

Long before America was colonized, commerce flourished in the Old World where various methods were used to promote trade. Notice boards placed outside houses indicated what could be had within. Advertising has always been the conduit to deliver the features of your product to the masses. Wine sellers gave free samples in the streets. Actors paraded in the streets attempting to entice onlookers into theatres. The idea of commerce is very old indeed, and the means of inducing others into exchange relationships was not far behind in its development. One set of television commercials always have a way of grabbing my attention. They involve random acts in random places. The commercials I will focus on are the Allstate “Mayhem” series. There is something about these sporadic commercials that effectively appeal to many different audiences.

Context and Description of Advertisement

* History of the character and the commercials

* Describe the various commercials and how they relate to everyday life

* Explain how they appeal to many different audiences

* Seemingly innocent things can cause destruction - puppies

* Hero - Villian metaphor

Analysis of Rhetorical Appeals

Uses humor to appeal to pathos

* Any person of insurance buying age can “find themselves” in one of these ads

Ethos

* According to the ads you need Allstate to protect yourself from random events because your current insurance may not cover you.

Conclusion

I think the Mayhem campaign was a tremendous success. The ads were instantly quotable by everyone regardless of whether they were looking to switch insurance companies. Obviously, the goal is to get customers to switch, but it certainly didn’t hurt Allstate’s long-term brand equity by developing a favorable relationship with potential customers through these commercials. The commercials clearly entice you to either purchase Allstate insurance, confirm your insurance will cover you, or deal with “Mayhem.”