Car insurance is a necessity for any one who owns and drives a car. There are a wide variety of car insurance companies to choice from but the ads all contain the three components of the Rhetorical Triangle. Ethos are present in the ads by insurance companies, but are not as heavily relied on as much as pathos and ethos.
http://www.brandchannel.com/2015/09/10/5-questions-nationwide-091015/
http://www.dailymail.co.uk/news/article-2935929/Outrage-Nationwide-Insurance-shows-dark-depressing-commercial-dead-little-boy-Super-Bowl.html
In the right ad above, Nationwide Insurance Company used the emotional and logical appeal of the death of children to draw in customers. On the picture to the left, they you the ethical appeal of Denver Broncos Star Quarterback to catch attention of football fans to bring attention to the brand. In both ads, Nationwide tries to establish a connection with viewers saying "Nationwide Is On Your Side".
 |
| http://www.360charlotte.com/Insurance/Corey-Wilson-Agency-Allstate-Insurance.html |
This ad is from the insurance company, Allstate. In the ad, establishing a story with the mayhem character uses an ethical appeal since many people have associated the character with the company. They have the Mayhem character act out accidents that can occur if that you are not better protected with Allstate. The ad above also uses the logical appeal, logos showing that on average drivers can save $498 if that switch to Allstate. The second use of logos is at the bottom of the ad where they show the offers that Allstate can give you as a customer.
http://newtonideas.net/category/advertising/insurance-advertising/
http://webmarketingtoday.com/articles/niehaus-choosing-images3/
The two ads above are from Progressive Insurance. Flo is the woman who is depicted in the two ads, she is one of the two characters that Progressive uses to show ethos in their ads. Both ads use pathos in different ways, the ad on the left tells customers to be there own boss allowing them to feel in charge. The picture on the right uses pathos in a way to show customers not the stress about comparing rates, because Progressive will do it for you. Lastly the logos in the ad on the left are that using the "Name Your Price Tool" is what will allow you to choose the price right for you and they will build a bundle around that price. The ad on the left shows the prices of other insurance rates compared to progressive to allow the customer to find the right insurance at the right price, which is the logical appeal.
