Abstract:

The research was conducted to examine three commercials designed as part of a series for TV advertising of Toffo. Each commercial uses the campaign phrase "Chew things over with Toffo", and features different individuals presented with a problem in different situations. The intention of the commercials are:

1. To communicate that eating Toffo helps to overcome problems by helping to 'think through' the problem to a logical solution;

2. To communicate that Toffo is a creamy toffee with a delicious flavor;

3. To encourage consumption of Toffo amongst all toffee eaters, without offending current Toffo eaters.