GE Brand Expression Guidelines Direct Response page 65

7.03 Tone of Voice: Improper Use
1. Don't use any play on words or sentences with the
"imagination at work" tagline in DR copy.
2. Don't use "negative" imagery or negative selling copy to
drive response.
Direct Response Communications
Version 2.0
Page 65
1.
Exclusive Invitation...
to view our most imaginative appliance ever
2.
Don't let this
happen to you
imagination at work