Geico

The Geico commercial with Peter Frampton displays an obvious and logic driven argument that their Car Insurance is better, while using humor and a different take on ethos to make the message more effective. 

The commercial features Kari Rigg, labeled a "real person," and Peter Frampton, labeled a celebrity. Peter Frampton gained fame from his solo musical endeavors. The commercial states that Peter Frampton was hired to "help tell her story." Kari proceeds to tell the viewing audience her story about her car accident and how Geico swooped in and saved her. The target audience of this advertisement is any car owner who currently do not have Geico Car Insurance. 

The author is obviously biased because Geico only has profits in mind. However, this doesn't mean that their claims are false and they seem to encourage further investigation by the consumer by posting their website at then end of the commercial. The Advertisement emphasizes the ease and quality of the car insurance. The commercial starts and ends with humor while placing the information in the middle where the audience is waiting for more. The Ad takes place in the women's home in order to allow the audience to better relate. 

As I was taking note I immediately noticed the humorous aspect of the commercial. I also noted the simple logos used in the Ad. However the aspect of Rhetoric that made this commercial notable and memorable was the strange use of ethos. Celebrities are often used in advertisements to add a familiar face and credibility to the product being sold. However, in the Geico commercial they use a Celebrity in an ironic way by making it obvious they hired a celebrity to make their product more appealing. This adds a humorous element to the advertisement which makes the commercial more effective and memorable. Additionally, the use of the "common person" makes the car insurance seem more personal and adds another dimension so the ethos of the advertisement.