As a child of two baby-boomers parents, I recognize the intended target audience for this advertisement. The visual cues, the choice of words and statements of aspirations all point toward this audience. While targeting the baby-boomers in specific, it casts its net wider to also include those who are parents and financially responsible. To show that this advertisement is dealing with the baby-boomer audience, two different pictures are shown. The image on the top of the ad shows a young guy dressed in a tie-dyed shirt, with a red vest over it. He is also wearing beads around his neck. The style of his clothing is definitely from the 60's. In comparison, the picture on the lower right hand side shows the same guy in the 90's with a young boy, who is next to him. Both of the pictures show a time change from the 60's to the 90's. Continuing on the same theme, State farm boldly states "We were there when you were a child of the '60s." By the same token, the ad makes the assertion at the middle of the page that they were also there when the audience "became a parent of the '90s." This point coincides with the insertion of the father and son picture at the bottom right of the page. While this picture reinforces the present stage of the baby-boomers, the choice of words used in the early part of the text makes its audience reminisce its youth. Such words as "groovy," "threads," and "pads," are sure to elicit a feel-good response from the baby boomer audience. This contrast made by word choice and pictorial representation serve to reinforce the advertisement's message to the baby boomer audience.
             Expanding on its message to the baby-boomers, the advertisement uses visual cues that narrows its appeal to parents. That is clearly the message coming from the picture at the bottom right of the page. Similarly, the text asserts that its audience is "on the other side of the generation gap." As one reads the text of this advertisement, the me...