Deconstructive Analysis Of A GEICO Ad From Within A GQ Magazine

The Right Choice This deconstructive analysis is based on a GEICO ad from within a GQ magazine. Beneath a cookie based bar graph, bold letters spell out, “The choice is yours, and it’s simple.” The ad labels a tall stack of cookies “GIECO”, and a shorter, singular cookie as “The other guy.” While this rather blunt marketing technique seems self explanatory at first glimpse, deep consideration makes it feel like the choice isn't mine; and that now there’s no longer anything simple about this situation. First of all, who is GIECO to say I even wanted a choice? Also, the implication that this choice will be easy feels like an attempt to insult the intelligence of anyone who choses not to believe the ad. Furthermore, stating that the choice is mine is redundant, because my choice is always mine; unless GIECO is implying otherwise? Perhaps, since this ad can be read by anyone who reads it, this insurance ad is implying that someone else will be making this choice for me. Would it then be true that I am also responsible for making the choice for someone else who has read this ad? Frankly, I find it ridiculous that GIECO feels they have the authority to assign a choice to anyone.

Evidently, GIECO wants everyone to believe that their insurance policy is superior when compared to their competitors; yet there are enough questions that make me believe this choice isn’t as simple as GEICO so confidently implies. Especially when the second line of the ad rhetorically asks, “Why enjoy just one cookie when there’s a whole stack in front of you?”. Is it really so hard to believe that I have enough self control to make the healthy choice and eat just one cookie? Truthfully, most complex and intelligent humans would argue that only eating one cookie is going to be much better for my health in the long