Decoding Project GEICO AND A DRILL SERGEANT BY

Decoding Project GEICO AND A DRILL SERGEANT BY: DOMINIQUE SAJTAR http: //www. youtube. com/watch? v=Xfm. VBm. DKLZI

Communication/Methods Used �Verbal �Nonverbal �Cultural Influences �Rhetoric �Listening Skills

Verbal �Informative/Imaginative �Stereotypes-Gender Guy in therapy speaking like woman according to Drill Sergeant �Disconfirming Communication Yelling at guy in therapy �Denotative vs. Connotative “Jackwagon”

Nonverbal �Eye contact Direct=Aggression �Facial Expressions �Gestures Illustrators Emblems Adaptors �Paralinguistic Voice Qualities Vocalization

Cultural Influences �Preferred Personality �Cultural-Individual Drill Sergeant yelling=culture of military Guy in therapy crying=common in setting, but idiosyncratic

Listening Skills (or lack of) �Stages of Listening Sensing Understanding Evaluating Responding �Action-Oriented vs. People Oriented Listening Styles

Rhetoric and its Impact �Art of persuasion Motive: Persuade buying of Geico by informing of deal with humour �Rhetor=Geico Orator: Geico pitchman (Mike Mc. Glone) �Ethos Persona of Rod Serling �Pathos Mysterious Humour �Logos Showing of Drill Sergeant as therapist

Meaningful Message �Informs Save 15% or more on car insurance by switching to Geico �Persuades with Humour Drill Sergeant being a terrible therapist Pitchman in persona of Rod Serling

Unique/Interesting �Use of rhetorical questions �A well-known actor as Pitchman �Persona of Rod Serling Great impersonation �Use of language for humour Usually actions in other commercials �Cleverness Audience answers “yes” to first question