#5: Allstate's rhetorical mayhem

      Allstate, an American insurance company, ran an ad campaign that specialized their spokesperson portraying situations that life throws at people to demonstrate why good insurance, particularly from Allstate, is needed. The ad from their campaign that will be analyzed specifically is Cat, linked here: Cat Allstate Ad YouTube. 

     The ad's summary can be reduced to their spokesperson acting as an American family's cat, who wishes to wreak havoc on their household. Throughout the spokesperson destroying items and scowling at the owners, he explains how his mischief-making abilities would need good insurance to keep their household in check. Outside of the purpose Allstate has of selling their insurance, this ad campaign is trying to focus on the idea that life throws things towards people's way that cause damage, especially where they least expect it. This idea is what they use to convince people that they need to put their money towards good insurance to help be covered for all of these unfortunate situations and mishaps. The author wants the audience to be able to laugh at the humorous depiction of this idea, but to also deeply, and cautiously consider that they could be close to one of these exact situations and need insurance to help them through it.

     Allstate's main audience is general American households. This is shown through the way the house and the people who live in it are staged, especially since it coincides with an "American dream-esque" ideal. A less general audience for this ad in specific are cat owners. This ad appeals to anyone who has ever owned a cat or has had experience dealing with a cat. They appeal to this audience by how the spokesperson speaks and acts in a way that is catlike, grumpy, and malicious. This rings true to the general stereotype of how cats behave in the eyes of humans. The audience should be able to be hooked into the humor of the ad that plenty of people can laugh at while being able to absorb the deeper and serious message behind it.

     In terms of what appeals are used throughout the ad; Pathos is the clear winner although there are sprinklings of the other two appeals. This ad uses Pathos by having a mix of lighthearted humor mixed in with subtle fear tactics to persuade the audience that they need Allstate's insurance. They incorporate deeper messages that bring apprehension into the viewer by the "cat" claiming throughout the ad that he is plotting to destroy the household and inflict damage. While this is an exaggerated take, it rings true to the fact that many people need insurance because there are other forces and people out there who have the capabilities to break or hurt people and what they own. Towards the end of the ad, the spokesperson also gives the warning that having the wrong insurance company can mean more money goes out of the viewer's pocket when life happens. This further helps sway the viewer towards choosing Allstate to be their provider. The ad uses Logos through these fear tactics because many people have had bad experiences where their insurance wasn't able to fully cover something that happened to them. People in America buy insurance to help them through their troubles only to be duped by their policies when it's the companies' turn to help them out. This makes finding the right insurance important for Americans and even more important that Allstate conveys to the audience that they will cover people better than the competition.

     Allstate's "Cat" ad helps to further fuel their campaign for audiences to consider the bad things that can happen in their life and how they need good insurance to cover for those situations. It effectively uses appeals of Pathos via humor and fear, as well as being relatable to the audiences who love cats and are Americans. It overall helps audiences to be able to paint a picture of the "what ifs" in a way that doesn't outright concern or scare.