Abstract:

Schweppes has developed a new mixer for vodka called Russchian. Saatchi and Saatchi Garland Compton Ltd have produced a rough commercial 'the restaurant' and an alternative script of 'the apartment' based on the theme of Russian lessons for the television launch of the product. In addition, they have prepared two poster formats: using puns on Russian leaders. The objectives of the research reported here were to examine the creative material in order to assess how far it is consonant with the advertising objectives and what changes might be appropriate.