Abstract:

'Speakeasy' has been on Trident television during the summer of 1977. The objectives of this research were:

1. To examine attitudes to Jellies, and the brand imagery of Rowntrees especially versus Own Label jellies;

2. To explore recall of 'Speakeasy', spontaneous and prompted.

3. To assess comprehension of the messages in 'Speakeasy' likes and dislikes, and what it was seen to be saying about Rowntrees jellies.