this advertisement. The visual cues, the choice of words and statements of aspirations all point

toward this audience. While targeting the baby-boomers in specific, it casts its net wider to also

include those who are parents and financially responsible.

To show that this advertisement is dealing with the baby-boomer audience, two different

pictures are shown. The picture on the top of the ad shows a young guy dressed in a tie-dyed

shirt , with a red vest over it. He is also wearing beads around his neck. The style of his clothing

is definitely from the 60's. In comparison, the picture on the lower right hand side shows the

same guy in the 90's with a young boy, who is next to him. Both of the pictures show a time

change from the 60's to the 90's. Continuing on the same theme, State farm boldly states "We

were there when you were a child of the '60s." By the same token, the ad makes the assertion at

audience. This contrast made by word choice and pictorial representation serve to reinforce the

To reach an equally important set of people, the advertisement broadens its appeal to include individuals who are financially responsible. State Farm equally uses this appeal to also pay a compliment to its readers. In fact, one can clearly see how this theme is used by mentioning how the audience owned cars and "groovy pad" during its youth. This, in itself, is a suggestion of maturity and responsibility during one's youth. Furthermore, the advertisement mentions that State Farm was there to ensure 'you kept it." Obviously, this is an obvious reference to insurance possession and financial responsibility. Once again, the advertisement stresses this connection by talking about a family's "changing needs." I know this is a constant topic of conversation with people in this age bracket as I witness conversations like these among my parents and their friends. Likewise, the assertion in bold letters at the bottom of the page urges these individuals to "c

Some common words found in the essay are:
, choice words, bottom page, emotional tie, advertisement visual cues, picture bottom page, baby boomer audience, assertion bold letters, visual cues, baby boomer, growing family, life transitions, parent '90s, financially responsible, boomer audience,
Approximate Word count = 718
Approximate Pages = 3 (250 words per page double spaced)