SUMMARY By involving the consumer in the development of title and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating title proposition. This in turn led to differentiated and highly creative title which spoke directly to its intended audience and revealed a role of picture messaging that singled out Virgin 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.

This stage performance about a Jewish community in Anatevka (Russia 1905), invites us into the conventional lives of those who found balance through religious traditions, and how change can make communities unstable. The point-of-view is from the Jewish perspective, which has greatest authority and agency through the character title (a diagetic character-narrator).

Some narration is skilfully disguised as normal dialogue when title talks to God (the audience). The narration is very important, as it totally silences some views, and totally testifies to others.

The story world appears the same as ours and the events follow a linear narrative. However, multiform worlds appear when time stops for title to make a decision. Even though this narrative is musical, we can accept it also as truthful, since Jewish customs were integrated with such traditional music. Some have described Fiddler on the Roof as having

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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.

I believe that this marks a significant difference in how the author addresses his audience.

In Morgenstern’s time a story would have been read for the sake of cultural enlightenment. However, Goldman incorporates a warmer feel for modern day booklovers who read for enjoyment.

Space and time are both very linearly presented. Morgenstern did not seem to have a message as he left the ending indeterminate, however Goldman gave it a title “all lived happily ever after” ending, which would suggest he wanted to restructure the story as a romantic, comedic fairy-tale.