Many insurance companies have been taking the approach of appealing to logos and pathos of the viewers. I picked an advertisement from Allstate, one of the many that we have seen on TV at one point in our life.
One of the most memorable claims that Allstate stuck by for many years was there slogan of "You're in good hands." Because of this claim, they made they normally ended their commercials with the question, "Are you in good hands?" and this appeals to the pathos of a viewer. More specifically in this commercial they advertise up to $500 off and the small print at the bottom is talking about deductibles and deductible rewards applying to collision coverage.
Everyone wants to know that their insurance company will take care of you when they are needed. Allstate is constantly putting this out there as they advertise all the different things that they offer such as, accident forgiveness, vanishing deductible, etc. They are appealing to the logos of the viewer, showing that they have all these ways to save money while you're with their company and trying to prove that their is no other company that will take care of you like Allstate.
Allstate does what they can to get more clients though the commercials that appeal to the logos and pathos of the viewers as they show them amounts of money they can save and showing that they care about their customers.
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