Picture Day: Empirical Generalization Drawings

Empirical Generalization #8 & #10:

In our last class each group of three had to draw and present their visions on the combination of two empirical generalizations. They had to take both generalizations and connect them to each other. There was one group that I found did an extremely good job visualizing there EGs and connecting them to something we are familiar with. There was one group who had EG #8 and EG #10, which was Advertising and USP and Emotional Response and Brand Engagement. This group took both EGs, and connected them together by brand engagement through a unique selling proposition. The USP are based off three characteristics: each advertisement must make a proposition to the consumer, the proposition must be one that the competition does not offer, and the proposition must be strong enough to pull over new customers to your brand. This group propose that the GEICO catch phrase, "15 minutes could save you, 15 percent or more on car insurance", would be misinterpreted if Flo, from progressive, quoted that phrase  using her vocalics. This connection could also be linked with the Attitude Theory Model,

and how emotion and attitudes help drive our decision making model. An important part of creative strategy is determining the major selling idea that will become the central theme of the campaign. There are several approaches to doing this, including using a unique selling proposition, creating a brand image, looking for inherent drama in the brand, and positioning. 

Personally this connection also brought up additional associations for me. A great deal of GEICO and Progressive USP's are connected with non-verbal communication, both of these companies use paralinguistics in their ads. The tone of voice in both of these ads are distinct and is how consumers have an emotional response to their TV advertisements. Overall I thought this was the best connection out of the EGs within our groups. We are all extremely familiar with both of these insurance companies and both of their USPs.