Tobacco Documents Online

VERBATIMS The following section contains the verbatim responses given in answer to the questions that were asked to deter- mine what the respondent remembered about the test commer- cial. These verbatims are not edited. They appear exactly as they were spoken and, consequently, some are not gram- matically sound. Information on the respondent's sex, age category, and educational level and whether the respondent watched in black and white or color are given at the end of each verbatim. The verbatims are in two categories, related and in- correct recall.

Related Recall GIRL & TRUMPET/INTERRUPTER l. They said, Winston was the No. 1 cigarette, and Winston taste good like your cigarette should. The fellow was playing the cornet and the girl was singing...The man playing the cornet, and the girl had a pack of cigarettes and was smoking one. When they said it was No. 1, they showed the pack...They said Winston taste good like your cigarette should. The girl sang it...They are the No. 1 cigarette. female-67-high school-B & W 2. It was about man was playing the horn and a girl standing beside him...A band playing and a girl singing with them a tapping package of cigarettes...The taste (the taste of the tobacco). female-38-high school-color 3. They are the No. 1 selling cigarette...It showed a matchbook with a match being struck on it. A man was playing a trumpet, and same girl was singing along with him...Winston tastes good like a cigarette should. male-53-high school-B & W 4. If I'm not mistaken, a girl sitting by the piano. A black headed girl. A man was with her, and she was sitting on a stool. One man vas playing the piano, and one man was playing the trumpet... Like always, Winston tastes good like a cigarette should. maie-55-high school-B & W 5. Cigarette tastes like it should...It was the girl with the little band. She was singing with the trumpet player...Winston tastes good like a cigarette should. male-71-high school-color 6. The Winston was advertising the king size and regular cigarette... There was a girl singing...Winston taste good like a cigarette should...It's a good smoking cigarette. It's mild. male-62-high school--color 7. There was a girl singing with a band--and mouthing the Winston song. There was a fellow playing the trumpet..."Winston tastes good like a cigarette should." male-43-high school-B & W 8. Just that song about Winston tastes good like a cigarette should. Where the guy plays the trumpet...Just that girl and the guy playing the tru-npet...He (trumpet player) didn't say anything. male-47-high school-B & W

Related Recall GIRL & TRUMPET/INTERRUPTER (Contd. ) 9. The report came in that Winston is the largest selling cigarette in the U.S. today...A pack of Winston cigarettes...None, just that it's the best cigarette to smoke. male-65-grade-B & W 10. The band and a girl singing. The package and they are the number one seller...Winston tastes good like a cigarette should...The band and that girl singing and they showed a package and said they were the number one cigarettes. male-61-grade-B & W 11. They sell the most cigarettes, more than any other brands...They sang Winston taste good like your cigarette should. female-45-grade-B & W 12. That it was No. 1 in some survey...That they taste good and are a filter cigarette...That they have a new charcoal filter which is down in the end that goes in your mouth and this makes a smoother smoke. female-65-college-color 13. They were the number 1 cigarette sold and they were the best tasting cigarettes...A couple of cigarette package and a man talking...That it is the number one cigarette sold in U.S. and the best tasting filter cigarette so1d...That they taste good. That they were the number one cigarette in the U.S., and they sold the most. male-26-high school-B & W 14. Had a picture of a pack of Winston cigarettes. The woman singing and the man blowing a horn...Winston taste good like a cigarette should. male-66-grade-color 15. A girl singing by a horn. She was singing the Winston song... Winston taste good like a cigarette should. male-57-high school-B & 11 16. No. 1 sellerr or something like that. In the U.S. or in world or in something, something like that...I saw a pack of Winston and a L 1 with a little "X" mark beside it. male-47-high school-B & W 17. Winston tastes good like a cigarette should...A man smoking ciga- rette and a girl was smoking with him. female-53-grade-B & W 18. Winston taste good like a cigarette should...That it is a very good cigarette with fresh tobacco. female-58-grade-color

Related Recall GIRL & TRUMPET/INTERRUPTER (Contd.) 19. That it is the number one cigarette. They had a good looking girl on it...I remember a package flashing and someone saying it's the number one cigarette. male-54-college-B & W 20. It was a regular taped commercial where they sing the Winston song and showed the Winston pack...That Winston tastes good like a cigarette should. male-51-college-B & W 21. Winston tastes better than cigarettes should "or something like that". The song they sing..."Winston tastes best, better than a cigarette should. male-53-high school-color 22. It is the best and tastes like it should. (Winston). female-85-high school-B & W 23. A girl singing...Winston tastes good like a cigarette should. female-24-high school-B & W 24. They said that they were the leading cigarettes. male-39-high school-color 25. Leading cigarette...Showed the pack. male-50-ref.-color 26. That it's the # 1 seller of cigarettes. male-65-college-B & W 27. "The old routine" Winston taste good like a cigarette should. male-34-ref.-B & W 28. Winston tastes good like a cigarette should. female-55-grade-B & W 29. Winston tastes good like a cigarette should. male-56-grade-B & W 30. Winston taste good like a cigarette should...Winston taste good like a cigarette should. male-57-grade-B & W 31. Winston tastes good like a cigarette should. male-66-grade-B & W

Related Recall GIRL & TRUMPET/INTERRUPTER (Contd. ) 32. Winston tastes good like a cigarette should. male-67-grade-B & W 33. Winston tastes good like a cigarette should. ' female-50-grade-color 34. Winston tastes good like a cigarette should. female-75-college-B & 35. Winston taste good like a cigarette should. W female-65-high school-B & W 36. I remember the package flashing on the screen...They always say they are the best. male-53-high school-color

11v~ V1<.Kt.G'i KtSC;ALL GIRL & TMIPET/INTERRUPTER 1. It start off with one guy snitching the other guy's cigarettes; they are grabbing them off a table; they are running up and down stairs; they fall down on the floor; arid one fellow picks them up.... A sort of men's club, it all takes place in a men's club.... Winston taste good like a cigarette should. Male--50--Grade school--Color 2. The woman with the black eye, and she was talking about how good they are. Male--51--Grade school--B&W 3. "Winston taste good like your cigarette should."...It was at a sea shore and the pack came from up under the water...."Winston taste good like your cigarette should." Female--47--High school--B&W 4. That's the ones that's longer than the rest. A man holds five or six cigarettes in his hand and shows one is longer.... A group together and they were drinking and asking the man how did he know they were longer. He showed them how he measured the cigarettes in his hand.... That was why the flavor was so good. (The longer length gave them better flavor.-) Female--34--High school--B&W 5. Winston taste good like a cigarette should....They had a girl by the sea shore and she was smoking Winston. She was in a sign and the sign came to life and there was a man getting on a-bus.... Winston taste good like a cigarette should. Female--28--High school--F&W 6. The girls come out of the TV(she's on a sign board, and she comes out or she comes off the board and gives the man a pack of cigarettes). A girl and a boy on the beach with a pack of ciga.rettes... Winston taste good like a cigarettes should. FPmale--55- -grar:e--B&vv 7. The pack, they took them up on the railing, and they fell down and a man was sunbathing and the man grabbed them and said, "Don't be a flavor grabber."...Winston taste.good like your cigarette should. Female--60--High school--B&W 8. The cigarette package comes out and then the book of matcnes comes out with the packs on them, and then they (match box) sing the song. "Winston tastes good like your cigarette should."...More people smoke Winston than any other cigarette. Female--61--High school--B&W 9. The way they (whoever put it on) showed the pack along side with the flip top.... They (the maker of the cigarette) had a jingle at the last part.... Said "Winston tastes good like a cigarette should." Male--28--Nigh school--B&W 10. Said something about the nation's best selling cigarette....A man holding up a pack of Winston cigarettes....That everybody likes Winston. Female--21--High school--B&W

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