HISCOX Business Insurance Towards the bottom of an add selling HISCOX business insurance, an insurance company whose goal is to “encourage courage, there are 10 bold white letters that blatantly spells out Impossible. In addition, between the letter I and m there is an apostrophe, and now viewers can read it as I’m possible. Displayed in the ad is a middle-aged man with a look of experience, determination, and triumphant confidently plastered over his face. His face screams assurance, coolness, and risk. This advertisement conveys a strong message for those who are risk takers and aren’t afraid to take a jump off the ledge. It convinces you that the impossible is indeed possible, and by utilizing the appeal to achieve, the encourage courage …show more content…
In Jib Fowlers, “Advertising ‘s Fifteen Basic Appeals”, the need to achieve is defined as a drive that energizes people and encourages to obtain success and achievement in their lives and careers (Fowler) Simultaneously, the ad persuades readers, in this case, entrepreneurs, who have already tested the waters to dive head first into the unknown. Furthermore, placed in the ad is a noticeably huge red apostrophe, and positioned within that apostrophe is a quote from one their customers which states, “With higher unemployment rates among Vets, no one thought it was a good idea to start a recruitment agency solely for them. So, I guess I’m no one.” This testimonial gives a personal account of a customer who had the vision to start a new business that others and even himself assumed impossible. Furthermore, I assume that after becoming a customer of HISCOX insurance he was able to deny other opinions and negate his own doubts and hesitation and startup that recruitment agency exclusively for retired veterans of this country. Essentially, the main drive of this advertisement is to urge their customers to surpass the standards set by humanity and go out an achieve more than they have ever