Presenter Information

Sydney ChambersFollow

Academic Level at Time of Presentation

Graduate

Major

Mass Communications

Minor

n/a

List all Project Mentors & Advisor(s)

Dr. Melony Shemberger

Presentation Format

Poster Presentation

Abstract/Description

In 2008, Progressive Insurance introduced the character “Flo” into their advertisements. Flo is portrayed by comedian Stephanie Courtney. This study aims to investigate how Flo from Progressive was portrayed in commercials, along with Flo’s influence on both Progressive and advertising in general. A content analysis of 11 commercials featuring Flo were analyzed. These commercials portrayed Flo as experienced with age, sexualized, white, fanatical, and needy. Flo influenced Progressive by achieving a brand character’s goals: build trust, approachability, reliability, and identity (Leonhardt & Cruz, 2017). Additionally, Progressive's profits increased after the introduction of Flo. Finally, research regarding women in advertising post-2008 concludes that Flo influenced brands to introduce more whimsical characters

Spring Scholars Week 2018 Event

Strategic Communication (JMC 620)

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Flo: The Brand Character's Portrayal and Influence to Progressive Insurance

In 2008, Progressive Insurance introduced the character “Flo” into their advertisements. Flo is portrayed by comedian Stephanie Courtney. This study aims to investigate how Flo from Progressive was portrayed in commercials, along with Flo’s influence on both Progressive and advertising in general. A content analysis of 11 commercials featuring Flo were analyzed. These commercials portrayed Flo as experienced with age, sexualized, white, fanatical, and needy. Flo influenced Progressive by achieving a brand character’s goals: build trust, approachability, reliability, and identity (Leonhardt & Cruz, 2017). Additionally, Progressive's profits increased after the introduction of Flo. Finally, research regarding women in advertising post-2008 concludes that Flo influenced brands to introduce more whimsical characters

 

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