INSPIRATION FROM RESEARCH The objective of Car Kit was to find out how our audience used picture messaging rather than find ways of telling them how they might find it useful. We gave 8 pairs of friends within the target audience MMS capable phones for a week, bags of credit and a free rein. The only stipulation was they had to return the phones at the end of the week and they had to save every message they received (both MMS and SMS). We reviewed the inboxes and below are a selection of typical images. CORE INSIGHT The core insight from Car Kit was that messaging, both picture and text, was being used in a very emotional and creative way. It was being used as a form of entertainment and as an extension of personality. The content was working like a social banter and was informal, funny, shocking, competitive, cheeky and sometimes explicit. We had the opportunity to position our MMS in a similar way; as an entertaining extension of personality.

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This storyline is linear and logical, however the setting is multi-form, being made up of a reality within a reality.

The character-line of the movie centres on the events around Car Kit Burbank, and thus gives a large amount of authority to demonstrate his point-of-view.

Car Kit (who is searching for truth), Cristof (who is protecting Car Kit) and Sylvia (who wants Car Kit freed) are three agencies that represent different ideals in the film. The audience is positioned to question (if nothing else) the control institutions have within Car Kit’s reality.

Thus, the implied author’s message is to feel sorry for Car Kit’s caged reality, but in turn to question institutionalised reality in our own lives.

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.