Qualitative research into Pink Paraffin advertising

Date of publication: August 1, 1977


JWT Ltd. has developed a campaign for Pink Paraffin which features cartoon characters exposing moderately large amounts of pink flesh. Qualitative research into this campaign was required in order to:

1. Identify the level of impact of the approaches;

2. Explore their communication value;

3. Establish whether or not a substantial proportion of individuals are offended by the expanses of flesh;

4. Determine whether or not the coloured immigrant community find the white flesh offensive;

5. Establish Trade's reaction to the campaign. 

CRAM/Peter Cooper Archive


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