['6-07-91', '10:25AM', 'FROM', 'Y&R', 'ACCT.', 'MGMT.', 'Lich', 'YOUNG', '&', 'RUBICAM', 'NEW', 'YORK', 'Mr.', 'James', 'C.', 'Schroer', 'June', '6,', '1991', 'Page', 'Nine', 'This', 'advertising', 'must', 'evoke,', 'not', 'literally', '“portray”,', 'the', 'soul', 'of', 'the', 'brand:', 'genuine,', 'earthy,', 'visceral,', 'tactile,', 'sensory,rea).', 'To', 'build', 'a', 'brand', 'positioning', 'from', 'what', 'is', 'now', 'a', 'fragile', 'product', 'positioning,', 'real', 'must', 'be', 'naturally', 'and', 'seamlessly', 'attached', 'to', 'the', 'real', 'cigarette', 'equity', 'of', 'the', 'brand.', 'The', 'advertising', 'must', 'not', 'hold', 'a', 'mirror', 'up', 'to', 'these', 'feelings', 'lest', 'it', 'trivialize', 'them.', 'Rather,', 'it', 'must', 'employ', 'a', 'visual', 'and', 'verbal', '“vocabulary”', 'that', 'resonates', 'the', 'Winston', 'essence.', 'We', 'believe', 'that', 'this', 'myth', 'will', 'provide', 'the', 'essential', 'context', 'for', 'everything', 'the', 'brand', 'does', '-', 'from', 'promotional', 'activities', 'to', 'product', 'innovation.', 'Implications', 'for', 'Advertising', 'Development', 'A', 'critical', 'element', 'of', 'our', 'creative', 'development', 'process', 'so', 'far', 'has', 'been', 'the', 'recognition', 'that', 'mythic', 'advertising', 'requires', 'a', 'very', 'different', 'form', 'of', 'research', 'to', 'nurture', 'and', 'refine', 'embryonic', 'ideas.', 'Polanyi', 'and', 'Prosch,', 'in', 'their', 'book', 'Meanings', 'assert', 'that', 'the', 'recital', 'of', 'myths', 'is', 'analogous', 'to', 'reading', 'poetry,', 'in', 'that', 'both', 'are', '“agencies', 'for', 'evoking', 'the', 'imagination":', '“The', 'recital', 'of', 'myth', 'is', 'an', 'experience', 'that', 'is', 'detached', 'from', 'the', 'day-to-day', 'concerns', 'of', 'the', 'reciting', 'person...it', 'raises', 'us', 'to', 'a', 'timeless', 'moment.', 'What', 'happens', 'when', 'we', 'accept', 'a', 'myth', 'is', 'what', 'happens', 'when', 'we', 'listen', 'to', 'great', 'poetry', 'or', 'a', 'great', 'play', 'or', 'view', 'a', 'great', 'painting', '-', 'we', 'are', 'overcome', 'by', 'it', 'and', 'carried', 'away', 'into', 'its', 'own', 'sphere,', 'away', 'from', 'the', 'sphere', 'in', 'which', 'we', 'lived', 'a', 'moment', 'ago', 'and', 'to', 'which', 'we', 'shall', 'presently', 'return.', 'A', 'rudimentary', "idea's", 'poste', 'to', 'transport', 'consumers', 'into', 'that', 'symbolic', 'world', 'must', 'be', 'treated', 'delicately.', 'We,', 'as', 'advertising', 'experts,', 'must', 'first', 'spot', 'that', 'potential,', 'and', 'then', 'use', 'consumer', 'input', 'in', 'a', 'very', 'careful,', 'iterative', 'way', 'to', '“build', 'our', 'learning', 'curve', 'about', 'the', 'idea,', 'to', 'guide', 'and', 'enrich', 'it', 'until', 'it', 'is', 'fully', 'realized.', '“', 'Even', 'then,', 'can', 'pre-market', 'research', 'be', 'used', 'to', 'gauge', 'the', 'effectiveness', 'of', 'the', 'idea?', 'As', 'mentioned', 'earlier,', 'this', 'ts', 'a', 'difficult', 'and', 'challenging', 'question', 'we', 'need', 'to', 'address.', ' ', 'p988', '6LLOS', ' ', ' ']