Humorous Insurance Advertising: Describing the Various Persuasive Strategies Used to Target Distinctive Audiences
Location
Oyate Hall
Event Website
https://2026undergraduateresearchsy.sched.com/event/2Ix8k/humorous-insurance-advertising-describing-the-various-persuasive-strategies-used-to-target-distinctive-audiences
Start Date
15-4-2026 6:00 PM
End Date
15-4-2026 8:00 PM
Description
Every driver in the United States is required to have auto insurance in order to operate their vehicle, but how closely are we paying attention to these commercial messages from major auto insurance companies? In this research project, I’ve studied video advertisements from two insurance companies (Progressive and Allstate) from January to April 2026 from YouTube, Tik Tok, and Instagram to analyze the artifacts and trace their rhetorical messages. I am interested specifically in ways these ads gain attention and address the needs and sensibilities of two distinct populations, Generation X (born between 1966-1980) and Generation Z (born between 1997-2012). By employing the Neo-Aristotelian method: analyzing the setting/ content; applying the five dimensions of the canon (invention, arrangement, style, memory, delivery); and determining message effectiveness within these rhetorical contexts, I am able to uncover the strategies of advertising creators and the receptivity preferences between different generations. In particular, I find these auto insurance ads utilize distinctive and contrasting humorous strategies in order to connect with Generation X and Generation Z.
Publication Date
2026
Humorous Insurance Advertising: Describing the Various Persuasive Strategies Used to Target Distinctive Audiences
Oyate Hall
Every driver in the United States is required to have auto insurance in order to operate their vehicle, but how closely are we paying attention to these commercial messages from major auto insurance companies? In this research project, I’ve studied video advertisements from two insurance companies (Progressive and Allstate) from January to April 2026 from YouTube, Tik Tok, and Instagram to analyze the artifacts and trace their rhetorical messages. I am interested specifically in ways these ads gain attention and address the needs and sensibilities of two distinct populations, Generation X (born between 1966-1980) and Generation Z (born between 1997-2012). By employing the Neo-Aristotelian method: analyzing the setting/ content; applying the five dimensions of the canon (invention, arrangement, style, memory, delivery); and determining message effectiveness within these rhetorical contexts, I am able to uncover the strategies of advertising creators and the receptivity preferences between different generations. In particular, I find these auto insurance ads utilize distinctive and contrasting humorous strategies in order to connect with Generation X and Generation Z.
https://digitalcommons.morris.umn.edu/urs_event/2026/posters/6