Jake from State Farm:
This State Farm insurance commercial, which was first aired on American television in 2011, has revolutionized something as boring as insurance into something iconic for the American public.
The video begins with a middle age man in pajamas talking on his cell phone. The lights are dim, in an average looking American type home, and the man is speaking at a low volume. In the background, a woman comes down the stairs and suspiciously asks who the man is talking to. He replies frankly with "It's Jake from State
Farm," and goes back to talking to his cell phone about a "great deal." The woman grabs the phone stating that it is 3 in the morning and then asks the receiving end of the telephone call "what are you wearing Jake from State Farm?" Jake replies with "uh khakis" and the woman tells the man that "she sounds hideous." The commercial then ends with a red screen that says "Savings. Even at 3 A.M." with a voiceover.
When looking closer at the advertisement it is obvious to see that the women is expressing envy. She assumes her husband, the man on the phone, is cheating on her by talking to another woman in the middle of the night. Her thoughts might be justified by the fact that the man seems to be hiding this phone call and says things like "Yeah, I'm married. Does it matter... You'd do that for me?" She was so jealous of this other "woman" that when she spoke with Jake on the phone, hearing his manly voice, she still did not believe her husband. She even insulted the "woman's" appearance, without seeing her, to degrade her even more. This makes the audience wonder why is she so envious? The audience can assume that the man has cheated on her before, or that their relationship is not strong and filled with trust.
The commercial hints at many key themes that an American audience would pick up on. First, the husband is concerned about his families safety and is losing sleep over it. Second, a stereotype about women is shown; that they are insecure in relationships and jump to conclusions.
More specifically than Americans, the intended audience is both men and women in the young adult and middle aged adult categories. State farm is attempting to entice young adults, who do not yet have insurance, to invest in it through the use of comedy. The middle aged viewers will relate to the man's worries about he and his families safety. The advertisement is most likely reaching the middle to upper class, who watch TV and can afford insurance. The lower class might watch this commercial, but they are not the target because it is unlikely they can afford an insurance plan. The commercial was first aired on August 11, 2011 during a screening of "Supernaturals" that had nearly 3 million viewers.
I never saw this famous and well-known commercial in this way, such as that the wife in the commercial is envious. However, I completely agree with your points! Comedy is a classical technique State Farm is using in order to draw the American audience into the commercial. This makes the audience remember the commercial, which, in turn, benefits State Farm because Sate Farm is getting its name out to the public along with the recognition State Farm is receiving. I find it ironic how the seven deadly sins can be used as extremely effective advertising techniques.
ReplyDeleteWhat significance is there to the time and location of the commercial, during the Supernaturals tv show? I liked this analysis. I think this commercial is funny and that is because I understand the joke. I do think she is envious. Also, the commercial is playing on lustfulness as well. Assuming that the man is cheating is playing into the stereotype that men are overly lustful. Good job Rachel.
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