Entry #5: Breaking Down the Madness: A Rhetorical Analysis of Allstate's Mayhem Ad

Cat:30 | Allstate Mayhem

"Cat :30" is a comical Allstate Insurance commercial that features a mischievous cat causing chaos in a household. Through humor and relatability, the ad aims to evoke a sense of humor and lightheartedness while promoting the Allstate Insurance product. By examining the advertisement's use of rhetorical strategies, the underlying message of the commercial will support its effectiveness in achieving its intended purpose.

The ad presents a humorous take on the realities of accidents and mishaps in the home, using a mischievous cat as the main protagonist. The cat is represented by a man in a suit, which adds to the humorous tone of the add, since witnessing a grown man dressed formally acting like a cat is unusual. By personifying the chaos of the homeowner's cat and destruction that can take place in a home, the commercial creates a relatable and lighthearted atmosphere that grabs the audience's attention. The use of a cat as the central character serves as a pop culture reference, drawing on the notion that cats are often associated with chaos and mischief. The ad utilizes humor and a playful tone to promote the Allstate Insurance product, presenting it as an essential part of a lifestyle that is spontaneous and lighthearted. This ad targets pet owners and people who may be looking for homeowner's insurance. The audience is appealed to in this advertisement by showing possible messes in the house and by having an example of a pet, a cat.

The ad is designed to be simple and to the point, with a focus on the mischievous cat that causes havoc in a typical household. The cat is seen knocking over candles, leaving the sink water running, and ultimately causing the second floor of the house to collapse due to water damage. The people portrayed in the ad appear amused and flustered by the cat's antics, which adds to the lightheartedness and humor of the ad. The place where the action takes place is the family's home, which is depicted as a typical suburban home with a living room, kitchen, and bathrooms. The music in the advertisement is upbeat and lively, with a catchy tune and sound effects that add to the overall fun and playful tone of the ad. The colors in the ad are bright and vibrant. The ad's design is meant to draw the viewer's attention and keep them engaged throughout the commercial. The cat then end's the advertisement, suggesting that the audience invest in Allstate's Insurance while eating his cat food.

The ad establishes the owner's ethos, or credibility, by portraying him as well-dressed and responsible. This allows the viewer to see the character as a capable and trustworthy person who makes informed decisions about his personal wellbeing and the care of those around him. Additionally, his presence on screen helps to promote the idea that Allstate is a reliable and trustable insurance company. The commercial also uses the pathos, or emotional appeal, to draw the audience to the ad. The use of a cat as a cute and playful example of a pet as the main character is meant to evoke positive emotions from the viewer, creating a lighthearted and fun experience. By associating the Allstate brand with a cute and playful animal, the advertisement is able to create a positive emotional connection between the viewer and the company's products. The use of logos can be observed by the presence of the Allstate logo, which is visible on the screen throughout the entire advertisement. Additionally, the commercial features the Allstate tagline "You're in good hands with Allstate," which is heard in the background throughout the ad. By prominently displaying the Allstate logo and tagline, the advertisement seeks to establish the identity and reputation of Allstate as a reliable and trustworthy insurance provider.

Overall, the purpose of the "Cat :30 | Allstate Mayhem" advertisement is to promote the Allstate Insurance product while attempting to evoke a sense of humor and lightheartedness in order to effectively persuade viewers to purchase their insurance products. By analyzing the commercial's rhetorical strategies, we can see how Allstate promotes its products as dependable and reliable.