TOW #21 "Rentguard Insurance" (ad)

                In this Rentguard Insurance advertisement, they are advertising their flexibility when it comes to solutions and policies. The phrase “flexibility when you need it most,” is put in bold and much larger than the rest of the words on it since it is the main slogan of the specific ad. Next to the words is a dancer caught in mid jump (doing a firebird) with one leg straight in front of her, and the other bent behind as she reaches up and over with the same hand and an arched back. This move obviously displays and requires quite a lot of physical flexibility, which the Rentguard Company is comparing with their policy flexibility. The use of such a dynamic image is bound to catch their audience’s eye. The rest of the image is fairly simplistic and minimalist so that it does not detract from the important message of the ad. However, it also makes the image feel more effortless and easy, which helps communicate that not only are they flexible, that being so flexible comes easy to them, and with no hassle for the customers. It does specify that it is a United Kingdom insurance company, not only that but a leading United Kingdom insurer. At the bottom it also lists the things they insure like rent and legal protection. I would compare the arrangement of this ad’s argument closer to deductive reasoning rather than inductive. The main premise being that people need flexibility when it comes to insurance policies. The minor premise being that Rentguard does give their customers that flexibility. The conclusion: Get insured by Rentguard because they give you the flexibility you need when you need it most. The only thing I think would make the argument stronger would be to use some comparisons to other companies, and give examples of their flexibility. Though there is only so much you can put in one advertisement.