Abstract:

A new commercial has been developed by Ogilvie, Benson and Mather, 'Biting Bubbles', using a song 'Biting Bubbles is Better' with a visual setting of a DJ and a girl at a consul together with visuals of Aero bubbles and Aero bars breaking. The objectives of the research reported here were to examine:

1. The communication of the commercial - what do people take out of the commercial?;

2. Reactions to the product in the commercial - does the commercial do more than describe the product as it is already known?;

3. Responses to the slogan - is it more positive than Aero is different?;

4. Reactions to the two people in the commercial;

5. Initial reactions to the commercial;

6. How appropriate the commercial appears to be for Aero as a product.