The slogan from the GEICO ads, “I am a gecko, not to be confused with GEICO, which could save you hundreds on car insurance. So stop calling me!” ?is an example of which element of the communication process?
Multiple Choice
source
feedback
message
encoder
receiver
The correct answer and explanation is :
The correct answer is message.
Explanation:
The slogan from the GEICO advertisement, “I am a gecko, not to be confused with GEICO, which could save you hundreds on car insurance. So stop calling me!” is an example of the message element in the communication process. To understand why, we need to break down the communication process and the role of the message within it.
The communication process typically consists of several components:
- Source: The origin of the message, typically the advertiser or brand (in this case, GEICO).
- Encoder: The person or entity that converts the message into a form suitable for transmission. In advertising, this could be the creative team that develops the advertisement.
- Message: The content being conveyed from the source to the receiver. The message is the central idea or information the source wants to communicate. In the case of the GEICO ad, the message is the humorous and memorable statement about the gecko’s identity and the product’s benefits.
- Receiver: The target audience who receives and interprets the message. Here, it would be the people watching the GEICO ad.
- Feedback: The response from the receiver back to the source, which could be in the form of actions, such as purchasing insurance, or verbal feedback.
In this particular ad, the message being communicated is the gecko’s humorous clarification of his role (not to be confused with GEICO, the insurance company) and a reinforcement of GEICO’s value proposition (saving money on car insurance). The purpose of the message is to educate, entertain, and persuade the viewer, with the underlying goal of promoting GEICO’s insurance services.
Thus, the ad is structured to send a message that resonates with the audience and encourages them to consider GEICO for their car insurance needs. This message is crafted in a way that is both memorable (due to its humor) and informative (regarding savings on car insurance), making it a key part of the communication process.