Using Love and Fear

In this State Farm ad we see a new father in a hospital. He picks up his new born daughter and holds her while he looks at her in amazement. State Farm is trying to get people who have children to buy life insurance. The message is that since these people now have someone who they love and care about who are their responsibilities, they should be smart and protect their children and get State Farm life insurance. This ad targets parents by insinuating that in order to be a responsible, loving, wise parent, you should get good life insurance to protect your family. Also, I think it's interesting how in America we always use pink and blue to differentiate between boys and girls. When I saw the ad, I immediately assumed that the baby is a girl because she is wearing a pink hat. This is interesting because in other countries they are not so obsessed with assigning colors to genders to differentiate between masculine colors or feminine colors. Furthermore, I feel like they used a man in the ad because we tend to think of the father as the one who takes care of the family and protects the family so it would be the man who buys the life insurance to make sure his family is protected in case anything were to happen to him. It's interesting because I don't think I have seen any commercials through out my search, of a woman in a life insurance ad.