John Player Special King Size
Japanese Qualitative Study
Specific Discussion Area
Reactions to advertisement
Overall, the four print ad alternatives generated a relatively low level of involvement among respondents irrespective of age and sex. The copy "ZOKKA WA COMENDA" (which was translated from "Escape from the ordinary") did not seem to arouse excitement of the respondents, either.
Respondent reactions could be summarized as follows:
(1) The monogram version seemed to be preferred to the "door" versions, overall.
(2) The monogram version was said to be successful in communicating "class" or "sophisticated image". At the same time, however, it was described to be "dark" and often found with whisky advertisements ?ˆ” a rather plain approach.
This version was said to suit a business magazine such as "President" because the target was perceived to be middle-aged or older businessmen who have succeeded in the society.
(3) The three "door" versions were generally said to be "difficult to understand". Many respondents did not even notice that the package was designed as a door (partially because the Japanese copy had no such a nuance, though the English one had).
Even after understanding that the package indicated a door many respondents did not seem to identify with the message because they did not necessarily perceive a good image about the kind of sports behind the door and said that the copy did not go well with the visual.
"Skiing" is not considered anything "special" in Japan since every youngster goes skiing in winter. .
"Motor racing" has dual image. Some people perceive that it is a luxurious sports while others think that it Is something that "speed crazy" young men like.
"Motor boat racing" generally has a bad image in Japan. It is a gambling event for downscale people sponsored by local governments for the purpose of increasing revenue.
(4) "Exciting taste" (in the Japanese copy) was also described to contradict the actual taste of the product.
(5) Several respondents (who understood English) tended, therefore, to prefer the English version. However, such an opinion was in the minority.