The Independent effectively having to function under siege from sacked print workers picketing outside. "The Independent" attracted some of the staff from the two Murdoch broadsheets who had chosen not to move to his company's new headquarters. Launched with the advertising slogan "It is. Are you?", and challenging both "The Guardian" for centre-left readers and "The Times" as the newspaper of record, "The Independent" reached a circulation of over 400,000 by 1989. Competing in a moribund market, "The Independent" sparked a general freshening of newspaper design as well as, within a few years, a price war in the market sector. When "The
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