"You are more aware that it is there than at home becauseyou are looking at the screen waiting for the film, whereas at home when the adverts come on you usually go to have a cup of tea"

(Male 25-35, South)

"The image is bigger than you on the cinema screen, it'ssmaller than you on TV. It's like you don't take too muchnotice of an ant but you would take notice of an elephant”

(Male 19-24 South)

CINEMA ADS MAKE MORE OF AN IMPACT

Source notes: DCM/BMRB 1993

“The bigger names are in the Cinema...it doesn’t sound so cheap and nasty if you have got the advert on in the cinema instead of television; it doesn’t seem so common and everyday”

(Female 16-18 North)

“If it’s classy, it makes their product seem more sophisticated if it’s shown on the Cinema because not all adverts are shown on the cinema; it’s a selected few”

(Female 25-35 South)

CINEMA ADDS STATUS TO BRAND IMAGE

Source notes: DCM/BMRB 1993