Genworth Financial
Katharina Binder

revised analysis submitted February 12

Genworth  Financial Ad

Analysis by Katharina Binder 

The advertisement for Genworth Financial appeared in Business Week Magazine as a part of a whole campaign called “100”. Dealing with a financial issue it makes perfect sense to place the ad in a magazine that is mainly read by a business oriented audience who care about their financial security.

The first thing to be noticed is the picture of the old woman inside the 0 of the 101. This is a visual sign that makes the reader connect the woman with the number, which we assume is her age. The picture of the woman invites readers to identify with her- she seems like a nice old lady, someone who might remind us of someone we know and care about à Identification.

The story of the old lady and about her love is touchy and romantic like a picture book romance and it fulfills the emotional aspect of Aristotle’s pathos. The fact that 100-year old Alice and her husband still live independently without having any financial problems leads to the concern of the ad - financial security, because this is “something everybody wants” and it is offered by Genworth. Here is the logos-part of Aristotle’s analysis of rhetoric to find.

The picture and story are a projected Persona representative of the clients that Genworth serves and the Testimony of her story work as an ethical appeal -- we should trust this company with our financial security because she and her husband did. Genworth can be trusted because this couple trusted them, and their situation in old age is stable and secure. This is also an example of an Enthymeme because the story about their long marriage is tied to their financial stability, suggesting that they made it so long because their financial situation was well-managed. The reader has to supply the missing premise, which is that the couple is happy and old because their financial situation has been managed by Genworth.

Back to the "101". It is said that the lady is 100. So the 101 where her picture is placed suggests that she will continue to live for another birthday, thanks to her secure financial situation. The word "centenarians" is a Euphemism for people 100+ years old. It means the same thing but sounds better because it draws attention to the fact that these people have lived for a century. Genworth uses the word to add a sense of honor in reaching such an old age-- and people are living longer these days because of modern medicine.