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Decoding Project

This analysis dives into the effective communication methods employed in Geico's Drill Sergeant advertisement. It explores verbal and nonverbal cues, cultural influences, and listening skills exemplified in the ad. Viewers will gain insights into the use of rhetoric, humor, and persuasive elements that make the commercial memorable. It examines the contrast between the Drill Sergeant's aggressive communication style and the vulnerability shown by the man in therapy, highlighting the complexities of interpersonal communication and the effectiveness of humor in marketing.

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Decoding Project

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Presentation Transcript

  1. Decoding Project Geico and a Drill Sergeant By: Dominique SajtaR http://www.youtube.com/watch?v=XfmVBmDKLZI

  2. Communication/Methods Used Verbal Nonverbal Cultural Influences Rhetoric Listening Skills

  3. 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”

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

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

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

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

  8. 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

  9. 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

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