Lovemarks

As I was watching TV, not doing the work I should've been doing, I found myself watching an All-State commercial. In watching it I noticed a few things. One, that the person working for All-State was more like a friend to the person in need, rather than a professional relationship. Two, the narrator was a sort of father-figure in a way not only guiding the commercial, but also guiding the person in need. And three, the commercial ended with their slogan,"You're in good hands". This to me was a clear representation of love marks in advertising. Love marks are about telling the consumer what they want to hear. All-State does this perfectly. Who doesn't want reassurance form an older, fatherly black man that everything is going to be ok. Or from an insurance agent who knows that the leak in your roof is going to cost you an arm and a leg, but hey it's All-State so you'll be fine. This type of advertising builds a relationship between consumers and the company. It's comforting to consumers to know that you're going to be ok. With using these tactics, companies are able to build loyalty beyond reason from consumers. The comfort that people need is being found in All-State. They don't have just an insurance agent who works a nine to five and honestly could care less that there's a leak in your roof; they have a friend. They have someone who cares for them, looks out for them, and knows exactly what to say. People don't love All-State because they are a great insurance company, they love them because of their slogan, their commercials, and the fatherly narrator that's always there.

Image result for allstate black guy commercial


Comments

shay meyer said…
After reading your blog, I was reminded of a very similar figure from a different brand.The red M&M from M&M commercials is the embodiment of a love-mark fatherly figure. He often has cares for the naive yellow peanut M&M, and does so successfully. Throughout each ad, he is responsible and resourceful, in the same ways a stereotypical father is expected to be. Although the red M&M is not always warm, as you describe, his characteristics are familiar to most and make one feel comforted, and in turn leads one to trust the M&M brand.
January 14, 2020 at 9:54 PM
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