State Farm is an insurance and financial services provider with a group of subsidiaries headquartered in Bloomington, Illinois. Founded in 1922, State Farm Insurance has grown to become a Fortune 500 company, and one of the most influential insurance companies in the world.
As an insurance provider, State Farm needs to convey trust and reliability in order to get new customers. It does so through a powerful rhetoric centered on building Ethos and demonstrating a sympathetic Pathos.
Ethos (Authority)
Part of State Farm’s authority in the insurance and financial industry comes from its focus on expansive authority. Rather than focusing only on one available product, State Farm uses language that showcases its vast array of insurance products, including auto, life, and fire. This resistance to segmentation presents State Farm as a more experienced and powerful authority, a trait ideal in an insurance provider.
Pathos (Emotion)
Americans need a sense of comfort and stability in an insurance provider, which is why most of State Farm’s language in advertising is centered on conveying the sentiment of support and friendliness. The tagline “like a good neighbor, State Farm is there,” immortalized in a catchy jingle, concisely demonstrates this. State Farm’s intention is to give its customer base a feeling of sympathetic availability, something many other insurance companies have tried to copy.
Logos (Logic)
Many of State Farm’s advertisements illustrate the value of having a reputable and sympathetic company as an insurance provider. Using a straightforward tone and an example scenario, State Farm presents a logic to customers who might be considering switching providers.
State Farm’s interesting blend of Ethos, Pathos, and Logos allows it to retain a heavy status as a major authority in the field while still presenting an emotional bond with its audience. By leveraging Pathos with its comforting messages and an Ethos derived from its reach, State Farm remains one of the biggest insurance companies in the world.
