History of British newspapers to those being employed by News International. Even though the last major British news office, Reuters, left in 2005, the term "Fleet Street" continues to be used as a metonym for the British national press. "The Independent" was first published on 7 October 1986. The paper was created at a time of fundamental change and attracted staff from the two Murdoch broadsheets who had chosen not to move to the new headquarters in Wapping. Launched with the advertising slogan "It is. Are you?", and challenging "The Guardian" for centre-left readers, and "The Times" as a newspaper of record, it reached
Slogan receiver interprets them. Therefore, the slogan has a large job in portraying the brand (Dass, Kumar, Kohli, & Thomas, 2014). Therefore, the slogan should create a sense of likability in order for the brand name to be likable and the slogan message very clear and concise. Dass, Kumar, Kohli, & Thomas' (2014) research suggests that there are certain factors that make up the likability of a slogan. The clarity of the message the brand is trying to encode within the slogan. The slogan emphasizes the benefit of the product or service it is portraying. The creativity of a slogan is