Abstract:

The research was carried out making use of group discussions in London. The new commercials were presented to each group in a different order, with the current commercials always being presented last. Respondents were encouraged to ignore as far as possible the American accent and alternative product names. All commercials were presented at least twice (sometimes more often) so as to obtain both general reactions and reactions to specific details. Before presenting the commercials, groups were asked to discuss attitudes to grey hair and aspects which were relevant to the commercials were probed.