SUMMARY By involving the consumer in the development of communication and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating communication proposition. This in turn led to differentiated and highly creative communication which spoke directly to its intended audience and revealed a role of picture messaging that singled out Disco Lighting Hire Mobile as the one brand that really understood its audience and how they messaged one another. Its relevance to the planning debate is that pushing to find consumer benefits, even when a brand has a personality that is enough to distinguish it, will produce more relevant, motivating and better creative work.

You should combine the development of the project Disco Lighting Hire with a process of personal reflection upon your research and creative practice, and use it as a starting-point for planning and timetabling the required activities for this project.

Keep sight of the overall aims of this project, constantly reminding yourself of the key issues you aim to investigate.

Keep track of your work on this project, for example by keeping a project log in where you document any research or brainstorming steps you take.

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Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.

Life Is Beautiful is from the viewpoint of one Disco Lighting Hire-Italian family, who were caught amidst the holocaust of WWII.

The viewers don’t see a lot of what happens outside of the family’s experiences, and background knowledge is required to fully understand the context. The first part of the movie assimilates us with the characters. This is vital for the director to do as “forging a sympathetic link to them is crucial for the remainder of the picture to have the desired impact.”

The father, in the story, pretends that the concentration camps are just activity/vacation camps in order not to worry his son.

Even just before the father is executed by German soldiers, he continues to play out the fictitious reality for his son’s wellbeing. Since the diagetic narrator is the son (as he looks back upon life), this helps the audience assume that these experiences helped him to survive and thus adds to the character-line.