At the beginning of the commercial Geico's catchphrase, "15 minutes save you 15% on car insurance" Geico is using the advertising appeal, need to achieve through the part of commercial that takes place at the grocery store. Through Ickey's celebration, it makes Geico's catchphrase true. Since Ickey is saving money with Geico, he is more likely to "win" than other people. Ickey promotes Geico by making consumers believe that Geico helps you save more money; therefore, you have more more to spend on things that matter to you. This was shown through his celebration, and proclamation that he is "going to get some cold cuts."
In Geico's catchphrase, they use the word "save." For the viewers, the word "save" is like a scapegoat for us. We the consumers are naturally drawn to anything that can help solve our problems because we love taking the easy way out. When we hear the word "save" we usually associate it with a very positive connotation. This is very appealing for us since it makes us think that this certain brand can help solve our problems quickly. Geico uses the positive connotation to draw ourselves to them. We come ready with the intention to save money by just hitting the save button
I agree with you when you said the word save is just a scapegoat for us. I feel like Geico uses the word save to make us feel like we're being saved somehow. Also I think that we like the word save because we feel as if we're not losing anything and we won't be harmed by anything because we're safe. Save is like a comfort word to us in society. Like at a store if the words save money were posted on the window I feel like the store would get a lot of business. Just the connotation like you mentioned is positive to the point where it makes us feel good about ourselves.
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