Purpose- The big red font stating " We live where you live." with the image of a busy working mother getting her kids ready for school indicates that State Farm Insurance understands your problems and is always there to help.
Audiences- There is a broad variety of audiences when it comes insurance. For this insurance ad, their targeted audiences are mostly working women, mothers, families, friends and relatives perhaps every individuals in the household or a family as a whole. The mother in the picture dressed in a bussiness suit is putting on her kid' s shoes and talking on the phone as if shes dealing with some urgent problems. This ad is trying to attract women who are dealing with the same problems and Statefarm Insurance is here to solve them.
Genre- It is different from other insurance ads. I would picture a house or car when it comes to insurance. This falls into the home and family genre. Other insurance ads might show a picture of nice fancy looking car or house which does not reveal much what the insurance can offer. However, this ad shows how much Statefarm can understand, solve your problems by protecting your family, house and yourself.
Tone- A typical busy american family life with the busy mother balancing work and home, taking care of her children brought a serious yet warm and loving tone.