"Diction"

Marketers long to see their advertising transcend its sales-pitch origins and become part of the larger culture. The catch, of course, is that the
brand then loses control over the image it has created for itself. Geico’s
cavemen are a case in point. As all homo sapiens know by now, the insurance
company’s commercials made such cult figures of the touchy troglodytes that
the campaign spawned a TV show about cavemen who find themselves living in
modern-day San Diego. And, by all accounts, the show stinks.