Abstract:

Saatchi and Saatchi have developed two scripts for the 1979 Kronenbourg advertising campaign called 'European Parliament' and 'Cycle Race'. These have been produced as narrative tapes which describe and explain the planned commercials by means of a voice-over artist on audiotape who sets the scene describes the action and narrates the dialogue. The research was required to assess reactions to the creative ideas in the two commercials and assist in their development into finished commercials.