Sam Kizer
COM 1111 04
TAS for AUD 2
My intended message consists of two key parts. Driving can be a real pain, and road hazards (such as potholes) can cause harm to your car, despite your best driving abilities. Geico Insurance allows you to insure your vehicle against such unintended damages. I desire for the audience to consider purchasing Geico to insure their cars. I want the audience to laugh at the hilarity of the main message, but also think, “wow, what if that really did happen? Would I be prepared?”
I am targeting single females, ages 18-45 (young adults and mid-aged), who have minimal expendable income and possibly have a poor driving record, necessitating the need for cheap insurance. This message will be aired in urban areas with a large population of the demographic. As such, these women often prowl the town for leisure activities such as clubbing, dining, shopping, etc. and need their vehicle to keep up with such an active lifestyle. They are obedient to the local laws but have a general disregard for anyone other than herself.
The music at the beginning is intended to set the tone for the pothole speech- the road hazard is personified as a jerk, essentially. The urban lifestyle of the target audience makes the song a reasonable choice. As for the message (which was used on an actual commercial), the voice of the pothole is intended to reflect the attitudes of the target audience while making a point. The road doesn’t care about what you as a driver thinks, and you, audience member, don’t care about the hazards on the road, but you should. The last phrase is intended to bring the audience back in from laughter and encourage them to ponder about purchasing Geico. After all, you never know when a pothole will take a toll on your car.
