Big talk, small talk

Date of publication: June 15, 1996

Author: Monty Alexander

Abstract:

This paper outlines the semiotic/cultural analysis and qualitative research that went towards the creation of British Telecom's high- profile 'It's good to talk' advertising campaign. It charts the development of a culturally complex research and advertising strategy, the aim of which was to change deeply-held gender assumptions about the way people use the telephone.

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