Liberty Tax - Whats with all the dancing?

The months of February, March and April I have declared "Tax Season Mania Months". Everyone is manic to get their W-2's and run to do their taxes, hoping and praying they don't owe the government any more money. We have many options of who we would like to do our taxes here in Fairbanks. But I am sure we all have a couple that really stand out above the rest, and this is due to their advertising techniques. Today I am going to focus on one, because as I was driving down the road, I was thinking "What is up with all the Dancing?".

Seriously, what does dancing and the Statue of Liberty have to do with taxes. A lot, apparently to the CEO's and owners of Liberty Tax , because with their advertising skills they bring in consumers by the grove. I can prove this because I am sure everyone who reads this knows at least one location here in Fairbanks of Liberty Tax  because of the dancers on the street corners. Because of their techniques and the fact that "taxes and related things" are all around us I chose to focus on  Tax  for my deconstruction even though it's not a form of media, it's advertising is. The company talks of the dancers on the radio and on the television, helping consumers connect with what they saw on the street corner and their product and what they offer. They Ad I saw was online, in one of the side panels of a page I was on.

#1- Who paid for the Ad?

The company of Liberty Tax.

#2- Why does the company need to do the Ad?

Hiring the dancers to dance in there Ad, gets attention and helps people remember what they offer. Liberty Tax does the Ad in hopes of getting consumers to chose their company to do their taxes.

#3- What group is targeted by the Ad?

All people over the age of 18. Female, male, blacks, whites, married couples, singles; everyone has to do taxes every year. However, with the Ad, and the livelihood of it all, I think they may be targeting the younger group, by making them believe this is the cool, hip place to do taxes.

#8- What techniques of persuasion are used?

I believe there are a couple different ways Liberty Tax persuades consumers to use them to do their taxes. A couple ways are: Experts-the commercial tells us, the consumers, they are experts in the field of tax preparation; The strongest one is Humor, the dancing statues always get a laugh and smile from me, as well as, an occasional honk.:) I truly do believe they are trying to get peoples attention and make them relax and laugh. Also, I believe they Statue of Liberty is used because it depicts freedom and pride, something I believe helps promote their brand. The Simple Solution persuasion technique is used also. Taxes are not simple and they are not fun, but Liberty Tax tries to make it feel that way.

# 14- Is is closer to fantasy or reality?

Definitely closer to reality in the sense of having to do taxes. However, a dancing statue is most certainly fantasy. I believe Liberty Tax is trying to find the fun, if there is any, in doing your taxes by making it feel a little cartoon-ish and fantasy like.

#15- Does it use stereotypes?

I don't find any really except for the fact they, Liberty Tax, may be targeting younger and middle aged people, instead of elders and children.

#16- In what ways does this depict a lifestyle that is healthy and unhealthy?

I think it does, laughter and exercise are the best ways to stay healthy. Dancing and being happy about doing taxes is much more healthy than stressing and crying over tax season. I believe Liberty tax is trying to make taxes a little less chaotic and more "healthy".