Everybody likes to feel in control, that's why Progressive car insurance has the 'name your price' tool.
The message that this video is trying to send is that the customers have the power to choose their price. This sounds very appealing to people who want to save money, which let's face it--is everyone. Actually it targets mostly adults who own cars and houses. This ad appeals to the need to dominate. By giving the customers the 'name your price tool' the company is giving them the power to choose their own price and take control of their life.
This commercial shows that people value options and having the choice to decide for themselves. It makes it seem like you as a consumer have all the power in the world. Flo says "You give us the price you want and we give you a range of options to choose from." Many people only hear the "You give us the price you want," and are sold. However the "range of options to choose from," is a very discreet way of telling us that they already have insurance plans preset.
It uses the advertising technique of wit and humor/sex appeal because the ad is funny, since the guy thinks that the power he got from the name your price tool gives him the power to be able to juggle chainsaws as well. It also uses the plain folk's appeal, since the main characters in this ad are Flo and the average looking couple.
Flo is an amazing character and everyone associates her with progressive insurance. Through Flo, the company has assumed a humanlike persona. This gives the company ethos because consumers will then associate Flo and her personality as the company itself.
See you again next week!
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