Archive for ‘Portfolio’

January 9, 2011

‘Shout Magazine’ Article, Published 2002

An article I wrote for ‘Shout Magazine‘ in 2002.

January 9, 2011

Portfolio Advertisement Campaigns

These examples were for coursework in A2 Media Studies to advertise a fictional documentary named ‘Tequila Teens’.

December 16, 2010

Feature Article- Beach Break in Bournemouth

Bournemouth- known for it’s stag-dos, shopping and sand. With the beach being it’s major tourist attraction, it’s not hard to see that it’s a popular place for the surfers of Bournemouth, but if people went to the beach early on a weekend morning, they might see a small group of surfers, all children, trying to learn this amazing profession. It’s hard to know what to expect unless you go there yourself.

read more »

November 28, 2010

Newspaper Article Story- November, 2010

This is an example of a newspaper story of a fake topic given by the lecturer.

The News Story Assignment

1Bournemouth Bank Robbery Suspect Arrested

A suspect was arrested on Thursday afternoon for the robbery of a bank in Lansdowne, Bournemouth, earlier that day. The suspect, Georgina Pane, in her thirties, was arrested in Royal Bournemouth Hospital at around 12:00 on November 18th for conspiracy and robbery of a HSBC bank in Lansdowne at around 11:00 that morning, Dorset police has reported.

Pane allegedly entered the bank little after 11:00, dressed in black, carrying a gun and a small package she identified as a bomb. Pane then threatened two cashiers and stole £4000 before leaving the black package on a counter and warning employees and customers that the package would explode if they called for the police. Pane was arrested that afternoon after a minor collision in a black Vauxhall at Ringwood, Bournemouth. She was being treated at the hospital for shock when Dorset police made the arrest.

She seemed to be in a trance”, Police Inspector Nicola Cooper commented. “When our officers reached the spot, she was standing outside, appearing bewildered and lost”. The four customers and two employees in the bank at the time were uninjured and Dorset police have confirmed that the gun and packaged bomb used to threaten them were both fake. The money stolen in the robbery was also recovered.

According to reports, Pane is employed by Bournemouth University as a lecturer and was seen an hour before the robbery in the KFC restaurant next to the bank. She was identified in the restaurant by colleague James Puis who described the her as acting strangely. “She was agitated and not quite there. I have never seen her like that”. Puis also commented, “It is hard to believe it all. The Georgina I know is not that kind of person”. Bournemouth University has failed to comment on the 2incident.

According to police, Pane threatened employees with the fake bomb before making her escape. “She said it contained a bomb powerful enough to blow the whole building up”, DI Cooper commented. Pane also told the cashiers that the bomb could be set off from up to a mile away by a remote control if they alerted the police before she left. “She told them to stay in for the next ten minutes”, Cooper said. “She said if they raised the alarm before she got away she would blow up all up sky-high”. The cashiers then waited twenty minutes before calling the police.

Eyewitness Daniel Jackson has said “It was really horrible when she pulled that gun. She was very nervous and it was shaking in her hand and I was really worried she would accidentally shoot one of us”.

Regional manager of the Dorset HSBC branch, David Brood, commented “I am glad nobody was hurt and the robbery was foiled”. Brood also commended the bravery of the cashiers on duty that day. “The cashiers deserve praise for keeping their cool. Things could have really gone out of hand if they had panicked.”

Pane has been remanded in police custody and upon leaving court was heard saying “I was not even there. This is a conspiracy”.

Word Count: 531

November 28, 2010

Communications Skills- Relationship theories and Prosocial Behaviour- May, 2009

Discuss Prosocial Behaviour in the Context of Effective use of Communication Skills and Relevant Relationship Theories

The focus of the prosocial behaviour is aimed at Germaine Greer and the prosocial behaviour of women’s liberation, especially in the 1960s to 1990s feminist movements. Specifically, Germaine Greer’s prosocial behaviour regards the explicit ways in which she challenges a patriarchal society and authority.

In terms of prosocial behaviour, it is described as actions that benefit others or social groups as a whole. In the case of Greer, it can be motivational, intentional or altruistic, described as cost to the helping party. Bierhoff describes prosocial behaviour in the book ‘Introduction to Social Psychology (2001), as a result in one’s behaviour towards others in terms of social psychology. “In general, prosocial behaviour may result either from the ultimate goal to benefit oneself (egoistically motivated behaviour) or from the ultimate goal to benefit another person (altruistically motivated behaviour)”. (Bierhoff: 2001: pg 286) Prosocial behaviour is an aspect of social interaction, supported by Bales in the ‘Interaction Process Analysis’ under the socio-emotional category, whereby this social interaction shows solidarity and support to the group.

An example of this prosocial behaviour demonstrated by Greer is the clip This clip is from a 1992 interview on an Australian talk show. In this example, there is a female interviewer and the demonstrated interview focuses on feminism and a the promotion of Greer’s book. In terms of prosocial behaviour, several examples can be drawn from this interview. Firstly, there is self-concept in terms of interpersonal communication. Supported by ‘The Interpersonal Communication Book’ (Devito:2009:pg 55), the idea of self-concept is that one can view their own strengths and weaknesses. Greer demonstrates her self-concept with the understanding of the images of others towards her and the particular feminist groups in terms of sexual explicitness. This is demonstrated in the example as she states “People think I have no self-consciousness and what has built up over the years in the sense of not measuring up to the stereotype.” (01:04/02:30). Greer has demonstrated that she is aware of the public images and the criticisms that have surrounded her and her liberation movement. This is considered prosocial as we base our self-perception around our self-image, however, other’s images of us can effect us in ourselves. Greer has shown that she is aware of her public image and so can maintain a self-perception.

Other prosocial behaviour examples in terms of the individual’s sense of self are proposed by Steward and Logan (1998) who suggested that there are dimensions of oneself. This is commonly referred to as social exhaling. This is linked to self-disclosure, which is considered prosocial behaviour, especially in an interview. Dindia (2000) describes self-disclosure as “what individuals verbally reveal about themselves” and this is focused on intentional discourse, meaning that the individual is conscious of the social interaction and is focused on it. Self-disclosure is typical of small social situations so is common in interview. This establishes a relationship between the interviewer and the interviewee as the interviewee discloses information about themselves which is considered appropriate in terms of prosocial behaviour. These different dimensions of self include the personal self, social self and cultural self. As this interview was after the feminist era, Greer demonstrates the understanding of her cultural self towards the interviewer as she describes her beliefs in terms of the context of the new stereotypes of women and their self-esteem. She also demonstrates her personal self and social self by revealing her believes in terms of the social groups she wishes to empower. This is prosocial as she is showing her specific beliefs to others in order to benefit those who may be in her target social groups or out of it. It is also considered to be prosocial as part of communication and forming a relationship. In this situation, it would be with the interviewer and audiences, even though they are not present at the time.

However, with self-disclosure comes the responsibility of interpersonal communication. The use of interpersonal communication has been previously studied to prove social influence processes. This then made lead to interpersonal relationships, however a part of interpersonal communication is the use of verbal messages. Being an interview, there will be an effective use of verbal messages in order to maintain a conversation between the interviewer and the interviewee. An aspect of verbal messages is the use of politeness strategies, which is considered prosocial in the context to keep the conversation accommodating for the audiences. Example of the politeness strategies include Greer showing consideration for the interviewer by responding to questions appropriate and Greer also shows consideration for the audiences by using indirect messages. These indirect messages are important in expressing an opinion or desire without offending others. Greer does not directly criticise a certain group of women who she feels are stereotyping their gender. She avoids this by widely demonstrating the different sub-cultures of women. “But some of their lives are taken up with putting on make-up and getting their hair coloured and organised and getting dressed in a way that is acceptable in the work environment and a lot of their anxiety stems on that. They don’t all have jobs and children, some have no jobs and children, some have children and no husband and so on”. (01:22/02:30). This indirect speech is used in order to politely counter against the criticism of a certain group by widening the specification so as not to offend. Holmes (1995) suggested that indirect speech is common in women when used in communication, due to biological differences which included politeness and listening, or due to social behaviours and patterns through cultures, backgrounds and neutering.

Other examples of verbal messages include the use of confirmation messages in the verbal communication. Hill and Watson define confirmation in their book ‘Dictionary of Media and Communication Studies’ (2006), “Confirming responses tend to confirm or validate the view of yourself you have put forward and/or the views you have expressed in conversation”. (Hill, Watson: 2006) This is considered to be prosocial behaviour as Greer is taking the interviewers questions into consideration and is acknowledging her presence and her opinion on the issue of feminism. Both women use the validation of “I think” in their responses to express their opinions and they both take each other in consideration. This communication pattern is positive in conversation as it can also be an indication of the other persons self-definition and their beliefs.

With these uses of verbal messages and interpersonal communication, relationships can be formed and these are important to achieve and maintain a sense of intimacy, be it friends, family or workplace relationships. The interview is an example of a workplace relationships, more specifically a networking relationship. Workplace relationships are the forms of communications that happen within a working environment. The influence of workplace relationships can be cultural, meaning that the cultural differences can determine the different norms and social cues, which can lead to and maintain this relationships. Kanter (1984) has argued that the networking relationships is built on the exchange of information between people and the resources and support given in order to maintain a relationship. This interview can be described as an example of formal networking whereby the objective is to establish connections so that one party, or sometimes both, can benefit from the relationship in terms of career or personal reasons besides emotional. This interview is to help promote Greer’s new book so she is giving examples of the tone of the book in the interview and asking questions in order to help the sales of the book. However, it could be argued that the interviewer is also benefiting from Greer appearance on the show. This is common in networking relationships. Devito (2009) also suggests this by arguing, “In networking it’s often recommended that you try to establish relationships that are mutually beneficial. After all, much as others are useful sources of information for you, you’re likely to be a useful source of information for others. If you can provide others with helpful information, it’s more likely that they will provide helpful information for you. In this way, a mutually satisfying and productive network is established”. In this case, the interviewer needs information from Greer in order to help promote and increase viewing figure for the show. This relationship is mutually beneficial to both parties and so is maintained in order to help each other.

Prosocial behaviour also crosses into non-verbal communication. Examples of non-verbal communication include kinesics (body language), facial expressions and vocalics, or paralinguistics. These are all important in communication as they can convey connotations behind behaviours, be it prosocial or antisocial. In terms of kinesics, Greer’s body language is very encouraging as she is sitting with her foot up on her chair, which gives the impression that the interview is informal and so conveys a sense of relaxation. This could be considered an alter-adaptor form of non-verbal communication as this body movement is in response to a social interaction, in this case Greer’s interaction with the interviewer. Eye communication between the two ladies is also important. This is categorized as occulesis, which explores the communication of messages by the eyes. Several theories have been put forward by such people as Knapp and Hall (2006), Malandro, Barker and Barker (1989) and Richmond, McCroskey and Hickson (2008) to support occulesis and in this situation, eye contact is maintained to regulate the conversation between Greer and the interviewer. Eye contact is used to initiate the communication in terms of when the person should respond and when somebody has the floor to speak. This kind of eye contact is common in interviews and so is used frequently.

All of these examples of prosocial behaviour are appropriate to a formal interview situation, especially since Greer has appeared on the show to promote her new book to audiences, however, there are some situations where prosocial behaviour takes a different approach in order to accommodate audiences in a different context. In the next example, Greer has appeared on a BBC one programme called ‘This is Dom Jolly’, which was broadcast in 2007 ( This show is an entertainment show that interviews others but uses a very different register. Another difference in this clip is that there is a live studio audience who Greer also has to take into consideration.

In terms of prosocial behaviour between the interviewer, Joly, and the interviewee, Greer, there is difference in the verbal communication from the previous example. Verbal messages are still in-placed which is typical of a talk show and these are still examples of self-disclosure. Greer still expresses her opinion of the patriarchal society but Joly is offering examples of her career in order to retain a response by saying, “The usual bimbos they have on that programme, it’s unbelievable I think.” (01:00/02:52). This is an example of ‘The Open Self’ purposed by Johari and referred to as the ‘Johari Window’. The open self refers to the information about oneself that is also known to others. It is well known that Greer is a feminist and so by using colloquial terms, such as “bimbo”, Joly is also showing that he knows her attitudes and beliefs towards the non-feminist culture. Assertiveness is also conveyed through verbal messages and this is apparent in this interview clip. Assertion is how one conveys their beliefs and attitudes about a subject matter and in this interview, both parties convey this. In accordance to Rakos (1997) in the book ‘The Handbook of Communication Skills’, assertion is defined in a number of ways. “Four ‘positive’ response classes include admitting personal-shortcomings (self-disclosure), giving and receiving compliments, initiating and maintaining interactions and expressing positive feelings.” (pg 291). this means that in a social situation, assertion can be used as a form of self-disclosure. However, assertion is not to be confused with aggression which combines submissive behaviour whereas assertion is socially acceptable.

The assertiveness demonstrates can also be linked to the humour and playful behaviours of both Greer and Joly. In a social situation, many can use humour directed to each other, or banter as it is sometimes named, in order to show assertiveness in the communication. In Alberts’ study (1992), elements were purposed in order to successfully achieve assertiveness through humour. This was described in the book, ‘Skilled Interpersonal Communication’ (Hargie and Dickson: 2004). “Alberts points out that decisions about how to react to teasing behaviour are made on the basis of four main elements: the perceived goal of the teaser; background knowledge of and relationship with this person; the context in which the tease is employed; and the paralinguistic tone with which it is delivered.” (pg 323). It this situation, the humour to derived from background knowledge of Greer’s career and her stance on non-feminist groups. It seems like Greer and Joly are friends so the humour is used in the correct situation and so is successful and avoids any kind of offence.

From the interview situation, it seems like this is a networking relationship, much like the previous example. Greer has appeared on the show because it is a celebrity talk show and this could be positive for her career. These shows usually have on guests who are promoting themselves or a product and so Greer could be appearing on the show to help her reputation by appearing in a more informal show. In 2007, ‘This is Dom Joly’ was in its first season on the BBC so Joly needs Greer in order to help ratings of the show, which would be crucial at this stage in production. This is an example of formal networking. However, with the difference in language and communication in this example, the relationship could be viewed as a friendship relationship due to the intimacy in conversation and the playful language. This is supported by Devito (2009), “As you progress from the initial contact stage to intimate friendship, the depth and breadth of communication increase. You talk about issues that are closer and closer to your inner core. Similarly, the number of communication topics increase as your friendship becomes closer”. (pg 249). The communication between Greer and Joly is past a formal stage, thus making it entertaining for the audience. It seems as Greer and Joly have met before and formed a friendship.

There are several changes to non-verbal communication in this example which could be viewed as prosocial or antisocial compared to the first example. Whereas in the first example, Greer was sitting casually, in the interview with Joly, her arms are crossed and her legs are crossed which could indicate an uncomfortable social situation. This is an example of alter-adaptors and this could be due to the less intimate setting. There is a live studio audience and Greer and Joly are sitting further apart than the first interview so this body language could show that Greer is uncomfortable. There is also an example of an object-adaptor when Greer is fiddling with her earring during the interview. This could represent some hostility, which would support the alter-adaptor example. According to Burgoon, Buller and Woodall (1996), this kind of behaviour could also indicate some anxiety or uneasiness. This could be typical in this kind of situation with a live audience present. This is also the use of facial communication to express humour towards the audience. When Joly claims that they both have equal intelligence, Greer looks away with an expression of disgust, which is appreciated by the audience. According to Ekman, Friesen and Ellsworth (1972), these facial movements are in order to sub-consciously show expressions of happiness, sadness, surprise, fear, anger, disgust, contempt and interest. The facial expression of interest is also used in this situation, when the other person is talking, the other listens and show a look of interest (raised eyebrows). This kind of non-verbal communication is commonly used in interviews to indicate a communication pattern in conversation. The use of eye communication, or occulesis, is also demonstrated in order to regulate conversation. As it was explained earlier, these eye gazes can be used in order to monitor feedback between the two parties, to secure the attention of the other person and to regulate the conversation. This is common in interview and secure a type of intimacy with the other person as they are using occulesis as a politeness strategy in order to avoid cutting in on each others speech.

In conclusion, prosocial behaviour can be found in many forms of communication skills and the relevant relationship theories that follow them. My example of Germaine Greer served as an example to those communication skills. In the first interview, there were many politeness strategies in order to secure a successful interview. There were examples of self-concept as Greer expressed many opinions, and importantly, she also discussed the views that others had of her. This helps the levels of self-esteem and also reveals a level of intimacy between Greer and the interviewer. There were also examples of prosocial verbal messages. There is indirect messages in order to avoid confrontation and the chance of offending audience members and there were also confirmation messages to help express Greer’s opinion. This shows that this interview was meant to be prosocial and help others realise her individual opinion of others. In this example the relationship between Greer and the interviewer was considered to be a networking relationship as Greer was interviewed to promote her new book and the show would benefit from having her as a guest as it may help their ratings. This is a mutually beneficial relationship. In the second example, there are still examples of self-concept but there was also the use of assertion. This is considered prosocial as it is simply the use of expressing an opinion and is not considered aggressive. However, in this interview, there was the use of teasing between Joly and Greer and this could be considered prosocial as it is making the interview more personal and informal to make it enjoyable for audiences. Again, the relationship here would be a networking relationship, but there are elements of a friendship relationship due to the teasing and the levels of intimacy. Many of these examples prove that prosocial behaviour can be demonstrated with the effective use of communication skills and in these examples, the communication was appropriate for each situation and thus made it successful, however with the change on context, different prosocial behaviours may not have been considered appropriate for the different situations.

Word Count: 3,091


Devito, J. A, (2009) The Interpersonal Communication Book, United States of America: Pearce Education, Inc.

Hargie, O. and Dickson, D. (2004) Skilled Interpersonal Communication: Research, Theory and Practice, Cornwall, UK: Routledge.

Hewstone, M. and Stroebe, W. (2001) Introduction to Social Psychology,Oxford, UK: Blackwell Publishers Ltd.

Watson, J. and Hill, A. (2006) Dictionary of Media and Communication Skills, London, UK: Hodder Education.

Hargie, O. D. W. (1997) The Handbook of Communication Skills, London, UK: Routledge.

Online References

BBC Worldwide (01 August 2007) Germaine Greer interview- This is Dom Joly- BBC Comedy, (Accessed 23rd April, 2010)

Australian Screen (1992) The Book Show- Germaine Greer, (Accessed 21stApril, 2010).

November 8, 2010

Instant Glamour-Picture Story

5th eye shot open

Originally uploaded by katcompass

Instant glamour with the flick of a brush. This step-by-step guide will show you how to get the outrageous eyes you’ve always wanted for a night on the town and is guaranteed to get you noticed!
Make-up: Amirah Ajaz
Photography: Hayley Lees

Visit Flickr to see the guide.

November 1, 2010

Media and Marketing Report- May, 2010


A Report into the potential success of the ‘Cocktail Application’ for the ‘iPhone’ from the ‘Apple’ Company

Compiled by: Katie North

For the Reading of: ‘Keep Safe’ Company

Date of Submission: August 2010


This new ‘iPhone’ application will be on sale in November 2010 and this report has demonstrated the positive appeal of the ‘Cocktail’ Application towards the target consumers of 18-27 year-olds. This application will monitor the number of registered swear words in a single SMS message and if there are over five uses of abusive language then the application will automatically save the message in an application box until 8:00am the following morning when the message can be re-sent. This findings of the investigation show that the application has been positively received by the target demographic, however the product showed several weaknesses such as the price so it was recommended that the price should be lowered to appeal to students and young adults but the number of monitored swear words should be kept to five per SMS message.

Contents Page Number


  1. Terms of Reference 4
  2. Introduction 4
  3. Contextual Analysis 4
  4. Business Analysis 5
  5. Methods of Investigation 6
  6. Analysis of Information 6
  7. Conclusions 7
  8. Recommendations 7
  9. Appendices 7
  1. Terms of Reference

1.1 The objective of this report is to document and apply theory to a product called ‘The Cocktail Application’ in order to pitch the idea to the communication and marketing revenues who may show interest in the product in terms of potential productivity.

1.2 This report was requested by the company ‘Apple’ to be received by the company ‘Keep’ in regards to their their consideration of the new application to this product at an unspecific date.

1.3 This report will also demonstrate the appeal of the application to the target audience and identify any positives of weaknesses of the product so recommendations can be made in order to adjust the product to the appeal to the consumer.

  1. Introduction

2.1 This external report will highlight the potential productivity in a new product for the ‘iPhone’ company. This product is called the ‘Cocktail Application’, which will help to control text messages sent while under intoxication. This application will count the number of registered swear words in a single short message service (SMS) of an average of 160 characters. If the number of registered swear words is over five then the phone will automatically save the text in an inaccessible saved box on the phone and keep it until the 8:00am the following morning when you can send it again. ‘Keep Safe’ is an organization to minimise the damage caused by alcohol and binge drinking. This organization primarily serves to protect the health of those involved in drinking, however, it also helps to product the personal lives of those involved.

  1. Contextual Analysis

3.1 Communication via mobile phone has been on the increase since 1997 and SMS messages have become increasing popular as well for all age demographics but particularly in the youth age brackets.

3.2 Alcohol and binge drinking has been on the increase, especially in the teenage brackets and this is displayed in social networking groups like Facebook, with forum groups such as ‘When drunk, my phone should say “Are you sure you want to send this text?”’ and ‘Drunken Text Appreciation Society” with over two million fans. These groups show that many people text while under intoxication and other groups can show the damage these texts can do. This also gives an indication to the target consumer and demographic.

3.3 This application to the ‘iPhone’ monitors the most offensive swear words in a single text of 160 characters. This is a good margin of business as there are 4.1 billion mobile phone users in the world and of these, there are 17 million ‘iPhones’ worldwide.

3.4 The ‘iPhone’ has been in popular demand due to the advertising and viral messages via social networking sites and so an application like this could help keep social bonds and relationships by saving the abusive text messages in the application box until 8:00am the follow morning.

  1. Business Analysis

4.1 Marketing

4.1.2 In terms of the product, this application will improve the tone and reputations of customers as well as their personal relationships. Customers may even be interested in the product to see how it would work so it is satisfying the curiosity. In terms of the Customer Life Cycle, the need for technology has become imminent and the ‘iPhone’ has become increasing popular as it is one of the newest phones on the market.

4.1.3 The price of the application for the ‘iPhone’ will be £4.99 in the UK and this is decided from the range of applications from the ‘Apple iPhone’ website, which start at £0 to £15. Depending on the popularity of the application, we could start with an introductory price offer of £2.99.

4.1.4 This application will be sold online in the application store by the ‘Apple’ company and this is where the marketing and promotion will be made as well.

4.1.5 In terms of promotion for this product it is appealing to students and young adults. This will help promote the idea of unity because of the social networking sites offer forums that help customers talk as they’ve all SMS messaged someone while under intoxication. The second part of the promotion is the symbol, or logo, that all ‘iPhone’ applications have to distinguish their action, however the idea of using an alcoholic beverage to appeal to all people is difficult due to gender differences so we have decided to use a cocktail glass because binge drinking is proved to be on the rise in young females. We have also added in two people in the glass in order to the promote the idea of unity and friendship, which is important to the younger generations and so this application is catering to their needs. We will also be making several viral articles and posters to promote the idea that it can help consumers. There have already been several advertisements seen for the previous applications for the ‘iPhone’ and so we can add in ‘The Cocktail’ application but we can extend the advertising to other forms of media including radio, cinema advertising and magazines, focusing on the advancements of technology. There are several of these examples which are focused on the youth culture and include product that will be of interest to them. Other promotional ideas include demonstrations of this application in trade marketing and in registered ‘iStores’.

4.2 Strengths, Weaknesses, Opportunities and Threats

4.2.1 The internal analysis of the strengths of the ‘Apple Company’ are that there is a strong company image and the brand is already prominent. They also have a range of different product that are popular, especially among the younger generations, such as ‘Apple Macs’ and ‘iPods’. ‘Apple’ also offers exclusive contracts internally to avoid competitions from other companies.

4.2.2 In terms of the internal weaknesses of the ‘Apple’ company, there is not much access to natural resources, which is a major environmental issue at the present time. Secondly the position of the ‘Apple’ company could be in decline on the product life cycle, or possibly towards the end of maturity.


4.2.3 In an external analysis, there are several opportunities of the product and the ‘Apple’ company. There are several social changes as more children are purchasing phones at the moment and there seems to be a higher desire for the more high-technological the phone is. There are also many business opportunities as many mobile phone outlets sells the ‘iPhone’ so there is always productivity.

4.2.4 The threats in the external analysis are that in the economic climate, the recession is taking hold of the economy and so the ‘iPhone’ could be considered expensive. There is also competition from other companies such as ‘Blackberry’ which have increased sales.

4.3 Political, Economic, Social, Technological, Legal and Environmental Analysis

4.3.1 In the political analysis of the product, there is a limited product labelling analysis as it will only be available on the website for ‘Apple’ in the ‘iPhones’ online application store. There is also the possibility of support from the Government in order to combat problems with a binge drinking culture. However, there is also risk of a freedom of speech impairment as the application will stop the SMS message of being sent.

4.3.2 In an economic analysis, America and the United Kingdom are in a recession but the need for technology is still imminent. This can also be a positive feature as the recession is economic growth rate and in the business cycle stage, the recession is followed by a recovery and there have already been a considerable amount of sales of the ‘iPhone’ in the wake of the economic recession so sales may continue to rise.

4.3.3 The social analysis of the product is that it is aimed at student and youth adult demographics and it can be used by the different classes as the ‘iPhone’ is used a lot in business and in lifestyle changes but has begun to tap into the youth market with popular and ‘fun’ applications such as games and social arrangement building. Binge drinking is still considered a problem in youths so this product will be limiting the damage caused by intoxication. This product can also be used as a cultural device because of the use of social networking sites, which present a social unity in problems.

4.3.4 In terms of technological analysis, technology is used in marketing with the use of social websites such as facebook. It is also obvious that technology is diffusing into different applications such as lifestyle so there is a demand for applications that will help with personal lifestyle. ‘iPhone’ applications are also very successful in different aspects of personal and social lifestyles, such as maps and taxi numbers. The logo of the application has mutual colours and a picture of a cocktail glass with two persons in it to convey the aspect of friendship. This logo is visible on the title page of the report. The ‘iPhone’ is also in a global market and so can be used in different cultures to support its advancement.

4.3.5 In legal analysis, the application does not breach any health and safety laws as it is trying to elevate the number of problems caused by binge drinking and many government policies are trying to combat binge drinking, especially in the youth culture.

4.3.6 In environmental analysis, the application is not a new physical product and is simply an application added to the ‘iPhone’ so there will be limited waste and environmental issues. At this time, there are many concerned about the effects of global warming and so, as this application is concerned about the effects of drinking, we can try to remind consumers to recycle bottles, both plastic and glass.


5. Methods of Investigation

5.1 Response to product will be tested on the demographic and the investigation will be conducted to see if the application is suitable towards the demographic and if it is easy to use.

5.2 Interviews will be conducted to officially correlate the response towards the product and see if the customers will agree with the price offered and the technological uses of the application.

6. Analysis of Information

6.1 The tested demographic was on a range of ages from 18 to 29 year-olds and there was a positive response from the application. The interviews found that many agreed on the concept of saving the texts in the application box until the morning and agreed that didn’t infringe on the freedom of speech acts as the participants had to switch on the application and select the hours in which the application monitors the amount of swear words.

6.2 Many agreed with the concept of monitoring the amount of the swear words in the single SMS message.

6.3 Some disagreed with the price but then agreed that in the range of prices in the application store on the ‘iPhone’ website that this application was the appropriate price. However, some reported that they would not buy the application if it was over £4.

7. Conclusions

It is concluded that the productivity and response to the new ‘iPhone’ application can be summed up in three conclusions:

7.1 The price was too much to pay for an application that is aimed at students and young adults.

7.2 Participants agreed that the application did not infringe on any freedom of speech acts as the application does not delete the messages but simply saves them in an application box until 8:00am the following morning when they can be saved again and furthermore, the application has to be switched on by the user so it is a personal decision.

8. Recommendations

It is recommended that:

8.1 The price will be lowered from £4.99 to £3.99 to appeal to the student and youth adult demographics.

8.2 The application will be automatically updated regularly in order to keep up with new terms of abusive language and slang.

8.3 The application will also be kept to five swear words in a single SMS message before the message is saved as some references of abusive language can be used in simple non-threatening conversation and colloquialisms.

1Katie North Communications and Marketing Portfolio