Abstract:

J. Walter Thompson Ltd. has produced a series of press advertisements on behalf of Yardley Ltd., which are designed in part to counteract the traditional Yardley imagery, which, inter alia, involves conceptions of being dull, old-fashioned, and 'for older women'. The press advertisements feature specific models, and accordingly, qualitative research was required in order to:

1. Obtain further information on perceptions of Yardley and its main competitors;

2. Explore the parameters of the ideal Yardley girl;

3. Determine the communication, impact, and appeal of the approaches, with particular emphasis on the girl featured in each approach.