Primary Advertising Strategy: Geico Insurance

Richard Scholes posits that, advertisements utilize information already stored in your brain to market everyday products and sometimes deeper meanings and feelings (Scholes). Without context and connotative meaning most commercials and slogans are completely meaningless. Why is this an effective strategy? Shouldn’t assuming a possession of information significantly limit a given audience? First, let’s examine a prominent company that utilizes this concept as its primary advertisement strategy. Geico insurance is widely known for their creative and hilarious television commercials and radio ads. According to Bloomberg.com, Geico spent $935 million on advertising in 2013 alone. But their commercials would make little sense to
anyone unfamiliar with American customs and trends. Catch phrases such as “happier than Dracula volunteering at a blood drive” or “happier than Dikembe Mutombo blocking a shot” prove simply nonsense to someone ignorant of pop culture or sports. Yet Geico continues increasing in popularity with every advertising campaign launched!