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Mr Smith is a 65 –year- old man who has called for an ambulance after having a 2- hour history of central chest pain. He has no known history of cardiac disease. He is a smoker and is overweight. He has been unwell for the past few days with indigestion-type symptoms.Mr Smith is transported to the emergency department (ED) at his local hospital. He is triaged and has a 12-lead ECG taken (Fig 22.CS1). His vital signs are recorded blood pressure is 122/88 mmHg, pulse regular 83beats/minute and respiratory rate 24 breaths/minute

A key section of the Creative Brief (discussed in the tutorials and textbook) is the Proposition or USP (Unique Selling Proposition). Critically analyse the views of practitioners and scholars of the significance of a proposition. (Review the common themes or threads in your analysis). Thereafter select one particular brand’s proposition, not its tag line or slogan. (This proposition could be based on an emotional benefit or a practical benefit.) Then review the industry/academic comments from the literature about that proposition