A Qualitative Study on Yax-Phase Ii. Summary of Key Hypothetical Conclusions.

Anne Landman's Collection

A Qualitative Study on Yax-Phase Ii. Summary of Key Hypothetical Conclusions.

Date: 05 Aug 1983
Length: 8 pages
504652567-504652574
Jump To Images

http://tobaccodocuments.org/landman/504652567-2574.html

snapshot_rjr 504652567-504652574

Abstract

This R.J. Reynolds document, A Qualitative Study on Yax-Phase II, relates the results of focus group testing done with young people (some still in high school) to find out their reactions to proposed cigarette ads that were designed to appeal to their inner wants for serenity, calm, romance, excitement, friends, fantasy, etc.

The surpisingly frank responses of some the young people often made great sense, and may have been comments that the cigarette company overlooked too easily. For example, when viewing a cigarette ad that had the word "America" in the headline, several respondents pointed out that "It is not appropriate to sell America when selling cigarettes." When viewing a cigarette ad with a backdrop of natural scenery, some respondents said they felt that "the natural scenery would be defiled by smoking a cigarette, i.e. the scenery and the product category did not really fit..." When shown an action-based ad with an actor engaging in a physical activity that was daring and challenging, some respondents said "They could not connect the activities shown with smoking, i.e., 'how could someone in that position be smoking a cigarette.'"

Aside from helping us understand how cigarette companies position their advertising to appeal to young people's psychological desires, this document shows us that young people deserve credit for pointing out the obvious absurdities of such ads.

Fields

Notes

YAX refers to Young Adult Smokers (YAMS are young adult male smokers, YAFS are young adult female smokers and YAX refers to young adult smokers regardless of sex).

Quotes

SUMMARY OF KEY HYPOTHETICAL CONCLUSIONS

This qualitative research study has yielded the following key hypothetical conclusions concering young adults' reactions to the new cigarette brand positionings they were shown.

Serenity

Of the six groupings--serenity, romance, friends, mental preparedness/inner calm, fantasy and action--the one which seemed to have the broadest appeal was "serenity." As in the first phase qualitative study, respondents appeared to relate well to the idea of getting away from the everyday, into beautiful, natural surroundings. The value of such an escape was seen as lying in the sense of inner calm and relaxation that one would feel in such a place. They would not be "hassled" by anyone, nor told what to do, nor have to do what they were told. Rather they would be free to be themselves, to think their own thoughts, to "sort things out" in their mind, with the natural perspective giving them to sustenance and space to do this.

Of the three pictures shown in this grouping, the ones which seemed to have the most appeal were #1 and #3. #1 was liked because it suggests

--A special spot --A private moment of solitude for the individual --Somehwere perhaps more hidden and secret, i.e., one would have to know the country well in order to find the place.

The main drawback with #1 was that some saw the "mistiness" of the scene suggesting somewhere "damp" and "chilly" and thus "uncomfortable" to the individual...

#3 was liked because a beach suggests "good times," "enjoyment" and "having fun."

#2 seemed to do less well (though it was still liked), mainly because it was harder to locate where the individual might be in the picture. Also respondents did not like the work "America" in the headline because

--It is too nationalistic

--America is not that great

--It is not appropriate to sell America when selling cigarettes, or at least not in such a directly nationalistic way.

The main drawback with the serenity grouping as a whole was that respondents felt the natural scenery would be defiled by smoking a cigarette, i.e., the scenery and the product category did not really fit in their minds...

Action

This grouping seemed to do the best among men, particularly the college men. The mood being signalled was seen as being one of

--Daring

--Living on the edge

--Dedication

--Challenge

--Physical excitement

--Invigoration

However, quite a few respondents, both male and female, did not respond that well because:

--They read being scared into the pictures, more than bein challenged...

--The participants did not look as if they were enjoying themselves

--They could not connect the activities shown with smoking, i.e., "how could someone in that position be smoking a cigarette" (#16).

A few of the men also seemed perturbed that the woman was positioned as the "leader" in picure #17. To them that seemed to weaken the scene and increase their sense of vulnerability...

Romance

This grouping as whole did not seem to have all that strong of an impact...Of the four pictures, #5 seemed to get the most posititve reactions, particularly among some of the college studentds...The male high school students did not react well, mainly because they felt the man was in a weak, "faggy" position.

Company

R.J. Reynolds Tobacco Co.

Author

Nicholas Research Intl

Recipient

R.J. Reynolds Tobacco Company (presumed)

Region

United States

Type

Report

Operation/Project

YAX (Young adult smokers)

Study of young adult smokers (YAX) lifestyles and attitudes, to learn how to market more cigarettes to them.

Subject

Smoker psychology

Document Images

Page 1: tcc65d00

I I I S U M M A R Y 0 F K E Y I I H Y P 0 T H E T I C A L C 0 N C L U S I 0 N S

Page 2: tcc65d00

I i SUMMARY OF KEY HYPOTHETICAL CONCLUSIONS 6 This qualitative research study has yielded the following key hypothetical conclusions concerning young adults' reactions to_ the new cigarette=-brands positionings they vete shown. I i 1 t Serenity Of the six groupings--serenity, romance, friends, mental preparedness/inner calm, fantasy and action--the one which seemed to have the broadest appeal was "serenity." As in the first phase qualitative study, respondents appeared to relate well to the idea of getting away from the everyday, into beautiful, natural surroundings. The value of such an escape was seen as lying in-:the sense'of inner calm and re- laxation that one would feel in such a place. They would not be "hassled" by anyone, nor told what to do, nor have to do what they were told. Rather they would be free to be themselves, to think their own thoughts, to "sort things out" in their_mind, with the natural perspective giving them the sustenance, $nd the space_.;to do this. Of the three pictures shown`in this grouping, the ones which seemed to have most appeal were #1 and #3. ' because it suggests: A special spot A'private moment-of solitude for the individual ,,

Page 3: tcc65d00

--.i~:,--. . _ 7 Somewhere perhaps more hidden and secret, i.e., one would have to know the country well in order to find the place. The main drawback with #1 was that some saw the'"mistiness" of the scene suggesting somewhere "damp" and "chilly" and thus "uncomfortable" to the individual--"it's like waking up first thing in the morning when one is camping." #3 was liked because a beach suggests "good times," "enjoy- ment," "having fun." #2 seemed to do less well (though it was still liked), mainly because it was harder to locate where the individual might be in the picture. Also respondents did not like the word "America" in the headline because: . It is too nationalistic . America is not that great It is not appropriate to sell America when selling cigarettes, or at least not in such a,directly nationalistic way. The main drawback with the serenity grouping as'.a whole was i ,_" ~ that respondents felt the natural scenery would be defiled ~ ~ ~ 1 ' ~ by smoking a cigarette, i.e:, :`the scenery and the product ~ category did not really fit,in,their minds. This feeling a ~ seemed to be strongest with picture #3.

Page 4: tcc65d00

-~.06%r :r. +a . . (J I I Action This grouping seemed to do the best among the men, particu- larly the college men. The mood being signalled was seen as being one o f : , - - . . . . Daring . Living on the edge . Dedication . Challenge . Physical excitement . Invigoration .However, quite a few respondents, both male and female did not respond that well because: They read being scared into the pictures, more than being challenged, especially with #17. The participants did not look as if they were enjoying themselves (#17). They could not connect the activities shown with' smoking, i.e., "how could someone in that position be smoking a cigarette." (#16) ~ positioned as the "leader" in picture #17. To them that A few of the men also seemed perturbed that the woman was

Page 5: tcc65d00

9 i I seemed to weaken the scene and increase their sense of vul- nerability, i.e., these are people in trouble, wondering if they are ever going to make it to dry land. .~., . .. .. I Romance This grouping as a whole did not seem to have all that strong an impact. As the first phase qualitative research study in- dicated, one reason for this could be the change in expecta- tions in male/female relationships, where the "message" that both sexes are receiving is the importance of self-reliance because "you never know what is going to happen." When one woman brought this point out directly in one group, what was interesting was:,that not only did the'other women agree with her, but also the men there had quite a hostile reaction. They thought they were being accused of being unreliable. Respondents also tended to have a fairly down feeling about marriage. With picture #5 for example, most of the women did not believe it was a married couple, except possibly if they were on their honeymoon, Of the four,pictures,,#5;seemed to get the most positive reactions,' particularly among,some of the college students. . :,... -. . While not them now, they'hoped'it might..be them at some point. They liked the ease, comfort and enjoyment between the couple, and the sophistication of their setting. The.

Page 6: tcc65d00

sv i!iqt-- - 10 male high school respondents did not react well, mainly be- cause they felt the man was in a weak, "faggy" position. fo7lows : Drawbacks with the other:.piotures in-this grouping were-as ~ #4 The man looks fake, posed, stiff, uncomfortable. It is hard to tell where they are. #6 . The. man again looks stiff and uncomfortable. . Business people would have a car. . The background looks bleak and depressing. k7 It looks as if they are saying goodbye. The old-fashioned look seemed not to be noticed, or at least was not commented upon, by quite a few. Friends The idea of an intimate, supportive friendship between women did not seem to come across)with pictures #9 or #10, mainly , because what was seen was interpreted more as a mother/ daughter scene. I

Page 7: tcc65d00

11 i Respondents could relate more to the "good friends" scene of picture #8. They saw that as being more them now, particu- larly some of the college students. However, what they saw .: ... in this picture. was :_a beer"'~oiimdreial ,- not arl_ad for, ciga- rettes. Mental Preparedness/Inner Calm Some liking was expressed for picture #13 by both the men and women. Its positives were that the dancer is an attrac- tive figure, both externally, and also internally, i.e., she symbolizes dedication, hard work, a woman trying to achieve her goals. Some of the men also read an innocence into the picture, because of the self-absorbed-air of the woman. The main drawback with picture #12 was that respondents could not connect a dancer with being a cigarette smoker. While some understood the message of picture #11, inhibiting more interest were the feelings that: . The man looks uncomfortable on the stool. . It is not clear whether he is savoring a triumph, or has been turned down for a part, i.e., the only applause he has heard thus far has been in his own head. N lJ9 J S.J

Page 8: tcc65d00

f7:6 w------ 12 , Quite a few respondents interpreted picture #13 as a man day- dreaming to escape the boredom and restriction of his job. Some did see a successful man, particularly if they too wantgd to be an_ exectttiye -behihd, a desk. someday, *but, the picy ture was also capable of a much more negative interpretation. Fantasy A few respondents in the groups, again mainly in the college groups, reacted positively to picture #14. They liked the old-fashioned, dreamy, almost "mystical" aura in the scene and described the mood as being "romantic in a classy way." Most did not react that well because: . Nothing seemed to be going on. . The day looked "dreary," "foggy," "bleak." . It has nothing to do with their lifestyle. The split in reactions suggests that an_ ol_d_-_fas_h_i o_n_ed_ _roman- tic scene is likely to appeal only to a segment of young adults, probably those zaho are college-educated. However, among this segment, the appeal of such a positioning could be quite strong. Picture #15 seemed to.'`.workless well because of its upper- ~ , class class connotations.'. Even if"respondents liked the old- fashioned idea, they could;not see themselves as being comfortable in such a setting.

Tobacco Documents Online

Anne Landman's Collection