Identity Guard Insurance Company

The need to nurture is evident in this Identity Guard advertisement by using an image of two girls playing with their mom.  Mother's want to care for their child and protect them from any dangers that come to them.  It is their baby, the tangible thing that mother's hold dearest to their heart.  At the same time, mother's also want to be able to play with their kids.  Mother-daughter time is something mother's do not want to miss out on if their child gets hurt or something bad happens to them.  Identity Guard knows how mother's are protective of their children.  They purposely use a picture of a mom playing with her daughters to try to persuade consumers that if they choose Identity Guard, they will be protecting their children, appealing to maternal instincts.

"Don't leave yourself - or your kids - exposed".  The need to feel safe is also being emphasized in this advertisement.  Identity Guard is trying to make us feel scared by warning us to not leave both our self and our kids exposed.  They are causing consumers to think that they are vulnerable to the multiple dangers in this world.  Although this is true, the advertisement makes the idea seem much more worse than it really is.  They are creating a picture of a very unsafe and chaotic environment where dangers are constantly around us.  Consumers are then more persuaded into choosing the Identity Guard insurance company because of the ad scaring them into believing that something terrible may happen to them and their children if they do not buy it.

Identity Guard is using the advertising techniques of Bribery and Time Pressure/Exigency.  The fine print at the bottom of the ad reads, "Get Identity Guard for less than $1 a day!  Act now and we'll provide coverage for your kids for free - a value of over $100 per year!"  Identity Guard it offering the desirable cheap cost of purchasing the insurance for less than $1 a day.  This discount attracts many consumers' attention, especially those who are looking for a low costing insurance company.  Along with this, the advertisement is attempting to make people choose their insurance company quickly by including another desirable offer if consumers act now.  The insurance company is saying that they will provide coverage for people's kids if they purchase the insurance now.  With this technique, it is causing consumers to make very little consideration towards the product, along with rapid sales.

The target market of this advertisement are mothers.  They are focusing their marketing on mothers who value the protection of their children.  Identity Guard want to persuade moms into believing that with the purchase of the insurance company, their job of providing protection for their kids will be fulfilled.  The ad also writes in bold, "Being a mom is part of your identity."  The insurance company is focusing all of their attention on the persuasion of mothers who value the safety of their children.