Exam Porfolio Com3706 2016

CONTENT ANALYSIS OF CREATIVE CONCEPTS PAGE
DECLATATION 1
1 MAIN RESEARCH ISSUE 4
2 RESEARCH CRITERIA 4
2.1 Relevancy:
2.2 Researchability:
2.3 Feasibility:
2.4 Ethical Acceptability
3 EXTENT (SCOPE) 5
4 POPULATION 6
4.1 Target population
4.2 Accessible population
4.3 Population Characteristics
Population
4.4 Units of analysis
5 ASSUMPTIONS AND SUB-ISSUES 6

5.1 Assumptions
5.2.1 Sub-Issues
6 GOAL/OBJECTIVES 6
6.1 Goals
6.2 Objectives and Descriptive
6.2.1 Objectives
6.2.1 Descriptive
7 RESEARCH QUESTIONS 7
8 THEORETICAL APPROACH 7
8.1 Content analysis
8.1.1 Quantitative content analysis
8.1.2 Qualitative content analysis

8.2 The nine elements of creative analysis
8.2.1 Benefit
8.2.2 Amplification of a product/service
Communication Research
COM3706
Student number 06269974
Examination Portfolio
Unique assignment number 750305
8.2.3 Brand
8.2.4 Claims and proof
8.2.5 Invite to action
8.2.6 Slogan
8.2.7 Appeals
8.2.8 Provoke curiosity:
8.2.9 Approaches in advertisement communication: Factual and emotional
9 DATA COLLECTION 11
9.1 Method of reasoning
9.1.1 Deductive
9.1.2 Inductive
9.1.3 Objectives:
9.2.1 Explain,
9.2.2 Explore
9.2.3 Describe
9.3 Collection and analysis of data
9.3.1 Qualitative
9.3.2 Quantitative
9.4 Flexibility
10 DATA-COLLECTION METHODS AND TECHNIQUES 13

10.1 Research method
10.2 Levels of measurement
10.2.1 Nominal
10.2.2 Ratio
10.3 Sampling method
10.4 Sampling context
10.4 Collection of data
11 DATA ANALYSIS
11.1 Qualitative analysis
11.2 Quantitative analysis
11.3 Replicability
11.4Coding/tallying of quantitative data
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12 FINDINGS 20
The findings are explained in a qualitative method.
12.1 The creative concepts used in each advertisement are explained
by completing the following:
Insert the image of the advert and reference the advertisement.
Indicate what is being advertised.
Identify the creative concepts found in each advertisement.
Explain how the creative concepts manifest (become visible).
Identify the latent message conveyed in each creative concept.
Explain how the creative concepts synergise in order to form the
advertisement as a whole.
12.1 Assess the assumptions and sub-issues.

12.1.1`Assumptions
12.1.2 Sub-Issues
13 CONCLUSION 46
SOURCES CONSULTED 50
ADDENDUM
SELF ASSESSMENT 52
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CONTENT ANALYSIS OF CREATIVE CONCEPTS
1 MAIN RESEARCH ISSUE

A qualitative and quantitative, cross-sectional research study that aims to explore
and describe the characteristics of creative concepts through content analysis of
advertisements that are found in two different magazines i.e. Womens Health
and Longevity August 2016.
2 RESEARCH CRITERIA
2.1 Relevancy:
The communication phenomenon is applicable to marketing communication as it
is used to analyse creative concepts in advertising messages and it also relates
to mass media.
2.2 Researchability:
The issue merits scientific research because the data to be researched is
collectable.
2.3 Feasibility:
The research is feasible, as the magazines used are seemingly readily available
in most retail stores at a relatively affordable price.
2.4 Ethical Acceptability:

The study is ethical as it does not involve any living being and therefore doesnt
violate or infringe on any of their rights or privileges; as only a content analysis is
being researched. The research also needs to be reliable, which means when
repeating the data collection, the results are the same or very similar as the
previous time, then the research is reliable and the data can be considered as
correct. The research also needs to be valid in that the data that is collected can
answer the research questions.
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3 EXTENT
The publications chosen consist of two magazines and are primarily aimed at the
female adult population. The magazines are published on a monthly basis and
are owned by international media houses which have subsidiaries in South Africa
which publish the issues locally. Both magazines chosen were published in
August 2016 and contain a variety of advertisements that can be analysed.
4 POPULATION
4.1 Target population
All the magazines available in the retail store for the month of August 2016 are
the target population.
All the advertisements available in all the magazines published August 2016.
4.2 Accessible population

Womens Health and Longevity that were published in August 2016.
Advertisements in the August 2016 edition of Womens Health and Longevity
4.3 Population characteristics

Population characteristics are those variables that are needed in order for the the
enclosed adverts to be considered as part of the target population
Full-page advertisements (therefor is the advertisements are not full page, they will be
excluded)
Full-colour advertisements (therefore if the advertisements are not in colour they are
excluded from the population
Use of English language text,
Use of images.
4.4 Units of analysis

The units of analysis are the creative concepts in each advertisement, which can
be analyses and measured (counted).
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5 ASSUMPTIONS AND SUB-ISSUES

5.1 Assumptions
The creative concept of action is found in all advertisements.
Different advertisements use different creative concepts, i.e. more than one or
a variety of creative concepts.
All advertisements use formal language.
All advertisements have a slogan as a creative concept.
5.2 Sub-Issues
Is the creative concept of action found in all advertisements?
Do different advertisements use different creative concepts?
Do all advertisements make use of formal language?
Do all the advertisements contain a slogan?
6 GOAL/OBJECTIVES
6.1 Goals
A goal is the end point one needs to achieve through the research, and the goal
of this research exercise is to apply communication research to the 8
advertisements in order to generate data that can be analysed or tested.
Therefore the application of creative concepts in a print advertisement is a
practical as opposed to a theoretical application.
6.2 Objectives
6.2.1 Explorative
The study is explorative in order to gain a better understanding of how creative
concepts are used in print advertisements. This will be done by qualitative
content analysis which will establish how creative concepts are used by
observation of the various print advertisements. The information that will be
observed will be written down as a narrative.
6.2.1 Descriptive
The study is also descriptive in that the study will account for the frequency of
creative concepts used in print advertisements by means of a quantitative
content analysis and the data will be displayed in a tally sheet in order to
establish a pattern of use and the implications of this will be used to establish the
characteristics of the creative concepts featured in the sample.
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7 RESEARCH QUESTIONS
In which advertisements is the creative concept of action used?
How do the sampled advertisements make use different creative concepts?
When do the advertisements make use of formal language?
Which of the advertisements contain a slogan?
8 THEORETICAL APPROACH
Theory helps to explain what has been found in the data that was collected. In
this study there is no suitable theory, so operational definitions of content
analysis is used to analyse and explain the creative concepts. Theory has two
important functions in research.
Theory helps to provide a framework for structuring the research process.

Theory helps to explain what has been found in the data that was collected.
In this research there is no suitable theory, so instead this space is used
to provide operational definitions of content analysis (your method for collecting
the data) and creative concepts are used as the method for collecting data.
8.1 Content analysis

Content analysis is a research technique for systematically analysing written
communication. It has been used to study books, essays, news articles,
speeches, pamphlets and other written material. Content analysis can help
identify propaganda or describe attitudes and psychological states. Despite its
name, content analysis is more of a data reduction technique than an analytical
one because it breaks down lengthy text material into more manageable units of
data. Content analysis can be carried out quantitatively but also qualitatively
Quantitative Content analysis refers to procedures for the systematic, replicable

analysis of text. It involves the classification of parts of a text through the
application of a structured, systematic coding scheme from which analysis and
conclusions es can be drawn about the message content. By clearly specifying
the coding, the content analysis is replicable in that other researchers could
reproduce the study. Quantitative content analysis can be applied to all kinds of
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written text such as speeches, letters or articles whether digital or in print, as well
as text in the form of pictures, video, film or other visual media.
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In qualitative content analyses the material to be analysed exists in some form
already as a cultural production with meaning. Content analysis is a widely used
qualitative research technique, to interpret meaning from the content of text data. The
aim of qualitative content analysis is to describe procedures of systematic text
analysis, to develop qualitative procedures (inductive category development,
summarising, context analysis, deductive category application) which are
methodological controlled. In qualitative content analysis, coding categories are
derived directly from the text data, and the analysis involves counting and
comparing, usually of keywords or content, followed by the interpretation of the
underlying context
8.2 The nine elements of creative analysis

8.2.1 Promise benefit.
Benefit advertisements should pledge a new or existing benefit for the user. The
Placecol Retinol Serum advertisement (2016:27) does this by promising visible
improvement to your skin in ten days
8.2.2 Provoke curiosity.

If a new or existing benefit is not stated in the copy, then the advertisement
should provoke curiosity.
The 8th Sense advertisement (2016:5) does this with the catch phrase Discover
the youth code.
8.2.3 Amplification of a product/service

The advertisement should contain exaggeration and elaborating by adding detail
of the product, service or benefits, if these details are not obvious or already
known to the consumer or user. For example Dr Anastasia Botha advertisement
(201:67), does this by explaining that there is a new non-surgical technique
available that by undergoing this technique the results will be absolutely amazing
for your face. These results can be obtained from the innovative machine called
the Plexr. It goes on further to explain what the Plexr can do for you:
o It can remove excess eyelid skin
o Erases wrinkles permanently
o Treats scars
o Removes age spots, moles and skin tags
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8.2.4 Claims and proof

Advertisements that contains claims about a service or product must also provide
proof to support these claims, either by depending on the credibility of the
communicator (ethos), or by using an emotional plea (pathos), or by using an a
logical argument (logos).
The Eucerin advertisement (2016:7), contains poof that supports the claim that
the product is recommended by dermatologists and that it is skin
science that shows, The advertisement lists the active ingredients Magnolo,
Oligo, Peptides and Hyaluronic Acid in order to prove the science behind the
product. An image of the skin before using the product and after using the
product is also included as visual proof of what happens to skin when the product
is used in order to provide substantiating evidence that the product does in fact
do what it promise to do,
8.2.4 Invitation to action

The advertisement could also indicate what action a consumer must or user is
encouraged to take if necessary, for example, Speak to us about a personal anti-
aging plan for your skin (Medisculp, 2016:79). Included in the copy is a phone
number, email address and a website in order to contact them.
8.2.6 Brand
Definition: The brand is usually an iconic symbol that represents and identifies a
specific type of product or company under a particular name. It is represented by
an image such as a logo, design, word, or combination of these which is
associated with the product or service. The brand is often associated with
credibility, quality and satisfaction in the consumer's mind and therefore is
considered to be an asset. The brand promotes a particular product or service by
means of a distinctive and unique design, for example. The Ford logo is a
flattened oval designed in several shades of blue and white colours, with the
word Ford in a handwritten script embedded into the oval based on Henry
Fords signature. This logo has been used for most of the Ford Motor Companys
history and the original version dates back to 1927. The creative concept works
very well in this case as the logo has become a synonymous symbol or branding
for the company. The design of the logo represents the Ford brand which
stresses the importance of tradition, recognition, reliability and economy of Ford
cars.
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8.2.7 Slogan
Not all adverts need or contain a slogan (a motto or catch phrase), however
products that are repeatedly used need hard-sell slogans that change with every
campaign in order to retain interest in the product and attract new
consumers. An example of this hard-sell slogan is Trust the professionals with
your aesthetic treatments! by Laserderm Medical Aesthetic Centres (2016:65).
2.2.8 The advertisement could also indicate what action a consumer must or user is
encouraged to take if necessary, for example, Speak to us about a personal anti-
aging plan for your skin (Medisculp, 2016:79). Included in the copy is a phone
number, email address and a website in order to contact them.
8.2.9 Approaches in advertisement communication: Factual and emotional

Advertisers should understand that consumers/users have diverse needs and
they are forces to communicate their persuasive message in creative ways. This
creative approach can be divided into two distinguishing approaches, an
emotional approach and a factual approach.
o A factual approach or a straight forward approach contains strong claims about
the product e.g. Allergy tested, 100% allergy free, dermatologist developed.
(Clinique advertisement, 2016:11).
o An emotional approach appeals to the consumers emotions and the consumers
mind can be reach by appealing to their emotions. For example But give it
(Clinique product) 10 days and the change will astound you. Skin looks clear,
smooth, glowing its anything but routine. (Clinique, 2016:11)
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9 RESEARCH DESIGN
The research design that will be used is a combination of a qualitative and
quantitative content analysis of the characteristics of the creative concepts, to
enable the researcher to explore the use of creative concepts.
9.1 Methods of reasoning

9.1.1 Inductive reasoning
This type of reasoning moves from the particular to the general. This means you
need to observe how specific creative concepts (the particular) have been used
inside an advert and from this you can then say this applies to all uses of that
creative concept (the general) in the sample. So here one is looking at a one
particular creative concept (the specific) to establish its characteristics and then
the next one and so on in order to see how they all combine to create the advert
as a whole (the general).
9.1.2 Deductive reasoning

This type of reasoning moves from the general to the specific. Here one is
looking at the advert as a whole (the general) in order to establish what specific
creative concepts (the specific) can be found in the advert. This means you
construct a tally sheet to record how many times each creative concept occurs in
all adverts in the sample. This is done by identifying and listing all the creative
concepts found in each advertisement.
9.2 Objectives
The objectives help to unpack the way to validate the assumptions. In research
there are three main objectives: explain, explore and describe.
9.2.1 Explain
To explain is to make plain, clear, or intelligible a theory or a problem that is not
known or understood. The objective of explanatory research is to attempt to
answer the why in the nature of certain relationships. The creative concepts
found in the sample adverts are explained in order to establish a pattern and an
understanding of the relationships that exist between variables.
9.2.2 Explore
Explore is desire for better understanding of a phenomena; to test the feasibility
of a more extensive study; to develop methods to be used in a subsequent study;
to explicate the central concepts and constructs, determine priorities for future
research; develop a new hypothesis about the phenomena. The study is
explorative in order to gain a better understanding of how creative concepts are
used in print advertisements. The exploration will be done by qualitative content
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analysis to establish how creative concepts are applied in the sample

advertisements. The information will be observed and written down as a
narrative.
9.2.3 Describe
Describe means to account for the characteristics of a phenomenon; examine the
observed patterns and their implications; establish frequency, construct
typologies (systems used to place elements into groups according to how they
are similar). The creative concepts found in the sample adverts are described in
order to establish a/any particular pattern in how they are applied, by observing
the characteristics of the individual creative concepts. The data will be displayed
in a tally sheet in order to establish a pattern of use and the implications of this
will be used to establish the characteristics of the creative concepts featured in
the sample.
9.3 Collection and analysis of data

9.3.1 Qualitative
In qualitative research, content analysis was used as a method to collect and
analyse the data in the eight advertisements. Content analysis is a method for
summarising any form of content by counting various aspects of the content.
This enables a more objective evaluation than comparing conte nt based on the
impressions of the reader. The content that is analysed can be in any form to
begin with, but is often converted into written words before it is analysed. ,
Content analysis is quantitative in method and the results of content analysis are
numbers and percentages. .
9.3.2 Quantitative
The collection and analysis is also quantitative as the advertisements were
quantified to numerical value of four advertisements per magazine which totalled
eight advertisements and frequency distribution is used to list the creative
concepts used in each advert on the tally sheet.
9.4 Flexibility
Flexibility is the ability to change the methodology readily to meet new
circumstances if the assumptions, sub-issues and research questions do not
resolve the given problem. Therefore one may need to go back and make some
changes to the methods used to resolving the research issue. By its very nature,
a qualitative approach is far more flexible than that of a quantitative approach
because the manner in which you go about collecting your data emerges by
actually doing it; whereas with a quantitative approach the parameters or
boundaries need to be established in order to work up from them.
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10 DATA-COLLECTION METHODS AND TECHNIQUES

10.1 Research method
Quantitative research designs are either descriptive (subjects usually measured
once) or experimental (subjects measured before and after a treatment). A
descriptive study establishes only the associations between variables; whereas
experimental study establishes causality, which is not dealt with in this research.
Quantitative research deals in numbers, logic, and an objective perspective. Data
collection is an important aspect of any type of research study, quantitative data
collection methods rely on random sampling and structured data collection placed
into predetermined categories. It produces results that are easy to summarise,
compare, and generalise. Quantitative research is concerned with testing
hypotheses resulting from proposed theories and generalising from the research
sample to a larger population by observing and recording of the data,

Qualitative data collection methods provide information useful to understand the
processes behind observed results and addresses the how and why of a
research. Qualitative content analysis can also be used to improve the quality of
survey-based quantitative evaluations by strengthening the design of survey, and
by expanding or clarifying quantitative evaluation findings. These methods tend
to be open-ended and have less structured protocols and the researchers may
change the data collection strategy by adding, refining, or dropping techniques.
The findings in a quantitative content analysis are not generalisable to any
specific population, rather each case study produces a single piece of evidence
that can be used to seek general patterns among different studies of the same
issues. The researcher needs to record any potentially useful data thoroughly,
accurately, and systematically, using field notes, sketches, photographs and
other suitable means. The qualitative methods most commonly used in
evaluation can be classified in three main categories as follows:
In depth interview
Observation methods
Document review
10.2 Levels of measurement

There are four levels of measurement used in research. Nominal, ordinal, interval
and ratio. In this research the nominal and ratio level are applied for collection
and categorising of the data.
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10.2.1 The nominal level

The first level of measurement is nominal level and is used to classify and
categorise the sample advertisements into the 9 separate creative concepts..
Using a tally sheet where each advert is allocated a number by which it is
identified and each creative concept that is present in that sample is checked off
or categorised in the tally sheet. In this level of measurement, the numbers,
words and letters can be used to classify the data.
10.2.2 Ratio Level

The ratio level of measurement indicates an approximate ordering of the
measurements. This level allows for a zero measurement as there is the
possibility that a zero could exists when measuring the data. Differences and
ratios are meaningful for this level of measurements and most measurements in
research are done using the ratio level. When calculating the percentage in the
tally sheet, the ratio level of measurement is used. All arithmetic operations
are possible on a ratio level which is not possible with nominal, ordinal,
and interval scale data.
10.3 Sampling method

The sampling selection used for the magazines and advertisements are as
follows:
A convenience sample of magazines was drawn from all the magazines that
were displayed at the Engine Garage in Northcliff, Gauteng.
The August issue of both Womens Health and Longevity were selected.
After reading through all the advertisements in both Womens Health and
Longevity magazines, a purposive quota sample of eight advertisements was
drawn from these magazines i.e. four advertisements from Womens Health and
four from Longevity.
10.4 Sample Context

Context is explained as the circumstances that form the setting for an event,
statement (Oxford Dictionary). A convenience sample of 4 advertisements was
selected from each magazine from the total amount of advertisements available
in Womens Health and Longevity from the entire available magazines at Engine
Garage in Northcliff.
The following table represents the portion/percentage of the sample adverts to

the total number of adverts available in each magazine. The ratio level of
measurements is being applied to achieve a percentage.
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Name of Date of Total amount of Sample size Percentage of

Magazine publication advertisements the sample to
in each magazine total amount of
adverts available
Longevity August 2016 23 4 17.39%
Womans
Health August 2016 29 4 13.79%
10.5 Data Collection procedures and techniques
State the research question(s).
Select the 8 advertisement as the sample to be analysed
Read and review the material in the sample. Examine data before beginning
Define the unit of analysis and categories to be collected
Collect the data

Data collection can come from a range of sources and there are a variety of
techniques to use when gathering primary data. Data collection techniques used
in this research consists of examining existing data in the form of magazine
advertisements. A quantitative method is applied to the collection of data and
this is represented in number format. The qualitative method used in this
research is document/advertisements review and written observations. Data
collection in this research uses the nominal and ratio level of measurement to
classify categorise/code the data of each advertisement, according to the
creative concepts contained in each advert by means of a tally sheet. (Research
Method Knowledge Base[sa]).
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11 DATA ANALYSIS
Data Analysis is the process of systematically applying statistical and/or logical
techniques to describe and illustrate, condense and recap, and evaluate data.
In both quantitative and qualitative forms of content analysis there will be
reference to categories and this is known as coding.
11.1 Quantitative analysis

Quantitative research is best suited to the investigation of structure rather than
process and can answer how many, what and where questions Qualitative
research relies on predetermined response categories and standardised data
collection instruments The standardised measurement and sampling procedures
are intended to enhance the validity and reliability of observation (counting) and
to facilitate replication studies. Quantitative analysis aims to understand or
predict behavior or events through the use of mathematical measurements and
calculations, statistical modeling and research. This analysis is used as method
of measuring or evaluating things through the examination of mathematical
values of variables. The primary advantage of quantitative analysis is that it
involves studying precise, definitive values that can easily be compared with
each other. In the manual analysis of quantitative data, it is best to first
summarise the data in master sheet before recording data in the tally sheet.
Tally sheets are useful for summarising information such as production figures,
product sales and in this specific study, the creative concepts (Investopedia [sa]).
A creative concept if contained in the advertisement will be ticked off or marked
with a number on the tally sheet. The categories must be clearly defined prior to
conducting an observation.
11.1.2 Qualitative analysis

The analysis of a qualitative research aims at understanding the collected data
by describing the phenomenon and what this means. Qualitative analysis
involves the researcher writing a descriptive narrative explaining what was
observed in the print advertisement. Both qualitative and quantitative analysis
involves labeling and coding of all the data in order that similarities and
differences can be recognized. Qualitative analysis involves coding and
classifying data on the tally sheet, alongside the quantitative analysis to make
sense of the data collected and to highlight the important messages, features
and or findings. The qualitative involves two levels of data analysis involves
levels of analysis the basic and the higher level.
The basic level or the manifest level is a descriptive account of the data i.e. this
is what was said but with no comments or theories as to why or how.
The higher level or latent level of analysis is a more interpretive analysis that is
concerned with the response as well as what may have been inferred or implied.
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11.2Replicability
Replicability is important in research as it refers to the need for a re-study of the
phenomenon to repeat the findings of the initial study. It is also the extent to
which a re-study is feasible by the provision of sufficient information and the
nature of the approach and research procedures in the first study. The
assumption behind the replicability of research is that if consistency is achieved
among researchers, more faith is placed in the validity of the findings.
The differences between the qualitative and quantitative approaches is important
in replicability, for example, in quantitative research the researcher needs to
follow very specific steps and be objectives and the possibility of repeating the
research and arriving at the same results should be high. However due to the
small sample size a different sample could in fact produce very different results.
A qualitative approach, on the other hand, is subjective and highly flexible so
such a study is not expected to be highly replicable. In addition when using such
a small sampling a qualitative study it is very difficult, if not impossible, to
replicate the study.
11.3Coding/tallying of quantitative data

In this research the nine creative concepts are the categories; (a collection of
things with the same attribute), and by placing the creative concepts found in a
print advert into the categories is known as coding. To code the textual material
in the sample, mark the keywords or phrases with a pen or highlighter, then place
them in the categories as identified below using a tally sheet to code the material
into the following categories:
Promise benefit
Provokes Curiosity
Amplification of product / service
Claims and proof
Invited to take action
Brand name (visual/verbal)
Appeal
Slogan
Factual approach
Emotional approach
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11.4Quantitative analysis of data (the tally sheet)

A purposive sample of all the advertisements available in Longevity and
Womens Health was drawn from all the advertisements available in the two
magazines and the creative concepts available in the sample are represented
numerically on a tally sheet. A tally sheet is a table used to recorded quantities
and from which patterns from the statistical data should be produced, which can
then be interpreted. In the tally sheet below each advertisement was drawn
randomly from the sample of the eight advertisements.
Key
The nine creative concepts are listed in the first left column
Each of the eight advertisements is allocated a number from one to eight in the
top/first row as follow:
1 Eucerin
2 8th Sense
3 CLINIQUE
4 Placecol
5 Dr Anastasia Botha
6 Medi-Sculp
7 Elizabeth Arden
8 Laserderm
The number 1 means the presence of a creative concept in the advertisement.
The number 0 means the absence of a creative concept in the advertisement.
Total is the total number of the eight available creative concepts present in each
advertisement and is written in second last row.
PERCENTAGE is the calculated percentage of the total number of the eight

available creative concepts present in each advertisement and is written in the
bottom of the last row.
TOTAL is the total number of the same creative concepts present in the eight
different advertisements and is written in the second last right column.
% the percentage of the total number of the same creative concepts present in
the eight different advertisements and is written in the last right column.
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CREATIVE 1 2 3 4 5 6 7 8 TOTAL %
CONCEPTS
Promise benefit 1 1 1 1 1 1 1 0 7 87.5
Provoke curiosity 0 1 0 1 1 1 0 1 5 62.5
Amplification of
services 1 1 1 1 1 0 1 1 8 100
Claim and proof 1 1 1 0 1 0 1 0 5 62.5
Invited to take action 0 0 0 0 0 1 0 1 2 25
Brand name 1 1 1 1 0 1 1 1 7 87.5
Appeals(s) 0 0 0 0 0 0 0 0 0 0
Slogan 1 1 1 1 0 1 1 1 7 87.5
Factual approach 1 1 1 1 1 0 0 1 6 75
Emotional approach 1 1 0 0 0 0 0 0 2 25
Total 8 8 6 6 5 5 7 6 n/a n/a
PERCENTAGE 80% 80% 60% 60% 50% 50% 50 60% n/a n/a
11.5. Analysis of the tally sheet

The total amount of creative concepts contained in each advertisement are as
follows:
Advertisement 1 eight out of the ten concepts or 80%
Advertisement 2 eight out of the ten concepts or 80%
Advertisement 3 six out of the ten concepts or 60%
Advertisement 5 five out of the ten concepts or 50%
The creative concept of amplification of services is present in eight out of the

eight sample advertisements or 100%.
The creative concepts of promise benefit, brand name and slogan are present in
seven out of the eight sample advertisements or 87.5%.
The creative concept of factual approach is present in six out of the eight sample
advertisements or 75%.
The creative concepts of claim and proof and provoke curiosity are present in five
out of the eight sample advertisements or 62.5%.
The creative concept of emotional approach and invited to take action are
present in two out of the eight sample advertisements or 25%.
The creative concept of appeal(s) is not present in any of the eight sample
advertisements or 0%.
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12 FINDINGS
The findings are explained in a qualitative method, therefore there is no
measurement or counting or statistics involved. The specific creative concepts
used in each advertisement are explained by completing the following.
12.1 The creative concepts used in each advertisement are explained by

completing the following:
Insert the image of the advert and reference the advertisement.
Indicate what is being advertised.
Identify the creative concepts found in each advertisement.
Explain how the creative concepts manifest (become visible).
The creative concepts manifest in several ways, through text, illustrations,

images, photos, colour. Creative concepts should capture audience curiosity,
influences their emotional response, inform and inspire them to take action. It is
a unifying theme that can be used across all campaign messages,
communication channels and audiences. Creative concepts should be
distinctive, memorable, unifying and relevant in character.

The meaning of latent is explained as a quality or state existing but not yet
developed or manifest; hidden or concealed. The messages lies dormant or
hidden until the circumstances become suitable for development or
manifestation.
Explain how the creative concepts synergise in order to form the advert as a
whole.
Synergy: is explained as the interaction of two or more agents or forces so that

their combined effect is greater than the sum of their individual effects.
Creative synergy is there for the interaction between two or more concepts that
yield more creative results than any of the concepts could deliver individually.
Synergy is therefore how the various creative concepts work together to create
the whole advert.
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12.1.1 ADVERTISEMENT 1
Eucerin advertisement. 2016. Womens Health, August:7.
Eucerin Volume Filler is being advertised
Identify the creative concepts found in each advertisement.:

o Promise benefit
o Amplification of services
o Claim and proof
o Brand name
o Slogan
o Factual approach
o Emotional approach
How do the creative concepts manifest (become visible)?

o The promise benefit is conveyed in descriptive back text.
o The amplification of services is manifested by using two images, the one of the
skin before using the product and the one of the skin after using the product.
The image is labelled THE VOLUME EFFECT.
o Claim and proof is manifested in black ink using a red arrow bullet
o Brand name is at the bottom of the right side of the page and on all the
advertised products in the advert. The brand incorporates a red under the word
Eucerin.
o The slogan is placed in the middle of the page in a band of red and the slogan is
written in white. The advertised product itself is mostly white with red, with only
one of the products being grey and red.
o Factual approach is manifested in black ink using a red arrow bullet.
o Emotional approach manifests itself by the use of the word youthful.
The creative concepts manifest in several ways, through text, illustrations,

images, photos, colour. Creative concepts should capture audience curiosity,
influences their emotional response, inform and inspire them to take action. It is
a unifying theme that can be used across all campaign messages,
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communication channels and audiences. Creative concepts should be

distinctive, memorable, unifying and relevant in character.
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What is the latent message conveyed in each creative concept?

o Promise benefit: The latent message contained is the promise that the product
will in fact restore the skins volume, resulting in a smoother defined face.
o Amplification of services: In this concept the latent message suggests that by
using the product the skin will contain more volume and therefore be smoother.
o Claim and proof: The latent message contained in this creative concept is that
the product is recommended by dermatologists and therefore it should fulfil the
claims it makes. Brand name
o Slogan: In this concept the latent message suggests that the product is powerful
and therefore the results when using the product should also be powerful and
noticeable.
o Factual approach: The latent message contained in this concept is that factual
combination of the listed ingredients adds credence to the product and that the
product can be viewed as trustworthy.
o Emotional approach: In this concept the latent message conveys that if the
reader uses the product the skin should show visible signs of being more youthful
and that the ultimate gaol of all anti-wrinkle products.
Explain how the creative concepts synergise in order to form the advert as
a whole.
o The promise benefit implies that the by using the product skin should look fuller
and more useful. The amplification of services, factual approach and claim and
proof all help to verify and back up the promise made. The emotional approach
also adds to the promise that was made by saying the product will make the
reader look younger.
o The brand name and slogan work together to reinforce and establish the brand
position in the anti-wrinkle market.
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8th Sense advertisement. 2016. Longevity Edition VI, August:5.
8th Sense beauty treatments are being advertised.
The following creative concepts are present in this advertisements:

o Promise benefit
o Provoke curiosity
o Claim and proof
o Brand name
o Slogan
o Factual approach
o Emotional approach

o Promise benefit manifests itself in descriptive black text.
o Provoke curiosity is visible in text that uses wording like holistic, firming and
medical treatment.
o Amplification of services written in bullet form. The advert mostly contains facts
about the services offered.
o Claim and proof manifests itself in an image of a beautician working with a
patient looking very professional with blue surgical gloves, proving the
procedures are done professionally.
o Brand name is visible in the left hand corner of the advertisement and contains
the number 8 as well as word sense.
o Slogan is visible at the top of the page in captital letters and in the largest font
size to the rest of the advert.
o Factual approach is written in bullet form and the advert contains an
overwhelming amount of factual information about the product being advertised.
o Emotional approach is written under the first heading and uses emotive language
lime the best version of you.
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o Promise benefit: The latent message in this concept is that if the reader
undergoes the scientific anti-wrinkle treatment offered they will feel younger.
o Provoke curiosity: In this concept the reader can expect a holistic approach so a
combination of treatments that are best suited to the reader.
o Claim and proof: The latent message conveyed here is that the reader can
expect a sterile medical setting when undergoing the said treatment.
o Brand name: In this concept the latent message stated here is that the company
advertising takes the concept of aesthetics very seriously that reader can trust
them to approach their need feel and look younger as seriously and
professionally.
o Slogan: The latent message in this concept is that 8th Sense will stop the aging
process and that you will feel and look younger by undergoing their treatment.
o Factual approach: In this advertisement the concept of factual approach seems
to be overstated so it seems not to be latent but obvious.
o Emotional approach: The latent message in this concept is the possible
achievement of a more youthful self.
How do the creative concepts synergise in order to form the advert as a

whole?
o The provoke curiosity concept draws the reader in to hopefully want to read more
about the promise benefit that proposes what the product can do for the reader if
used. Amplification of services, factual approach and claim and proof informs the
reader about the product and adds to the validity of the promise benefit.
o Brand name and slogan work together to identify the company and reinforce the
company brand and logo.
o Emotional approach appeals to the emotions of the reader and their desire to be
the best version of themselves and works in combination with the factual
approach, as the emotional response is backed up by the factual information on
how the reader will actually achieve the best version of themselves.
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Clinique advertisement. 2016. Womens Health, August:11
Clinique 3-Step System is being advertised.
Identify the creative concepts found in each advertisement:

o Promise benefit
o Claim and proof
o Brand name
o Slogan
o Factual approach

o The concept of promised benefit is manifested in descriptive written black text
underneath the images of the product. The promise of change is expressed.
o Amplification of services concept is manifested by stating in black text that the
use of the product will produce positive results to the facial skin.
o Claim and proof is written under the brand name and states that the product is
anti-allergic and fragrance free, this aspect is synonymous with this product.
o The brand is written at the top left of the page in capital letter, however it is not
very large in fact, the same brand is much larger on the product itself.
o The concept slogan just off centre at the top of the product and contains only two
words.
o The factual approach is also written in under the product and it states simply that
the product is dermatologically developed.

o Promise benefit: The latent message contained here is if the reader would like to
have smoother less lined skin, they would need to purchase and use the serum
for at least 10 days before the latent benefit would manifest itself.
o Amplification of services: In this creative concept the latent messages conveyed
is that results after using the product would be firmer skin without irritation and a
revival of mature skin, therefore an expectation of more youthful skin.
o Brand: The CLINIQUE range is a well establish skin care brand and the latent
message would be an expectation of an allergy and fragrance free reliable
product. .
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o Slogan: The latent message contained in the slogan is that by using this product
the change in the readers skin would be significantly noticeable.
o Factual approach: In this concept the latent message is that due to the claim that
the product had been developed by dermatologists that the claim it is allergy and
fragrance fee would be taken as fact and would be expected.
a whole.
The brand, the recognisable logo of CLINIQUE, the claim and proof and the
factual approach reinforce the products dermatological designed allergy and
fragrance free statements. The promise benefit, the amplification of services and
the slogan, combine together to add to the astounding change that is expected
after using the product for a period of 10 days.

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12.1.4 ADVERTISEMENT 4:
Placecol Skin Serum advertisement. 2016. Womens Health, August:27.
Placecol Skin Serum is being advertised.
o Identify the creative concepts found in each advertisement:

o Promise benefit
o Provoke curiosity
o Brand name
o Slogan
o Factual approach

o The concept of promised benefit is manifested in descriptive written black text
o Amplification of services concept is manifested by green bullets in the shape of
leaves and black text. The use of green in the advertisement stands of renewal
and rebirth (Health Compass. [sa]).
o The brand is written at the top left of the page and is the largest of all the text in
the advertisement.
o The concept slogan is under the brand and is in larger print than the rest of the
advertisement.
o The provoke curiosity concept is manifested through a green circular image and
green text saying New. The image is large and the only image that is circular in
the advertisement.
o The factual approach is written in capital letters and explains what the serum
contains.

o Promise benefit: The latent message contained here is if the reader would like to
have smoother less lined skin, they would need to purchase and use the serum
for at least 10 days before the latent benefit would manifest itself.
o Amplification of services: In this creative concept the latent messages conveyed
is that results after using the product would be firmer skin without irritation and a
revival of mature skin, therefore an expectation of more youthful skin.
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o Brand: The Placecol brand consist of is well establish skin care products and
the latent message would be an expectation that the product is reliable and
honest in its advertising.
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Slogan: The latent message contained in the slogan is that the advertisers of the
skin serum are experts in skin care and that the reader would be therefore be
using a quality serum developed by experts.
o Factual approach: In this concept the latent message contained in the facts is
that the new formula means better than the older formula and will illuminate the
skin better.
a whole.
o The brand, the recognisable image of the Placecol company and the slogan
reinforces the expertise of the brand, through wording of the slogan.
o The interaction between the promise benefit, the amplification of the services and
the factual approach, adds to the impact of the creative concept by promising
benefits that are then reinforced and synergised by the amplification of the
services and the factual approach.

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Dr Anastasia Botha advertisement. 2016. Longevity Edition VI, August:67
Dr Anastasia Botha medical procedures are being advertised.

o Promise benefit
o Provoke curiosity
o Claim and proof
o Factual approach

o Promise benefit manifests itself in descriptive black text promising amazing
results by using the new PLEXR machine.
o Provoke curiosity is written under the image of a youthful eye in black bold capital
letters, introducing a new non-surgical technique to correct sagging eyelids.
o Amplification of services is depicted in text with green bullets and by an image of
the PLEXR machine
o Claim and proof is manifested by two photographs, the before the surgery and
after the surgery. It is photographic proof of the success of the surgery.
o Factual approach is written in capital letters under the provoke curiosity concept
and explains the surgery

o Promise benefit: The latent message in this concept is that the reader does not
need to undergo a surgical procedure as the advertiser is now offering a less
invasive non-surgical successful option.
o Provoke curiosity: In this concept the latent message is that the non-surgical
technique is just as successful as the surgical technique.
o Amplification of services: The latent message in this concept is that after the
PLEXR treatment the readers eyelids and wrinkles will be removed.
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o Claim and proof: The latent message conveyed by the photographs is that the
reader can expect exactly what the treatment offers.
o Factual approach: In the factual approach it states that eyelid surgery is the
second most common cosmetic surgery and if the reader is considering
undergoing this surgery they should look into the non-surgical option, which is
the latent message.
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whole?
The provoke curiosity concept catches the readers attention by introducing the
new non-surgical option available and the promise of benefit further describes
the benefits of the new PLEXR machine. The claim and proof photographs
visually demonstrates the fulfilment of the promise of benefit. The Amplification
of services and the factual approach back up the promise benefit with facts and
information. The concepts all work together in this advertisement to present
believable and attainable results after undergoing the technique advertised.
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Medi-Sculp advertisement. 2016. Longevity Edition VI, August:79.
Medi-Sculp Aesthetic treatments are being advertised.

Promise benefit
o Provoke curiosity
o Invited to take action
o Brand name
o Slogan

o Promise benefit manifests itself in the image in the advertisement. The zip is
opened to reveal a more youthful skin as opposed to the other parts of the face.
o Provoke curiosity is visible as a question at the top of the advertisements written
in white text with a green background. The concept used uses wording like
concerned and sagging skin.
o Invited to take action states that the reader should Speak to us about their
personalised anti-ageing plan. It is written in white text with a background of
green and the words anti-ageing and your skin type are in bold text in order to
highlight the importance of those specific words and concepts. The use of green
in the advertisement stands of renewal and rebirth (Health Compass. [sa]).
o Brand name is visible left side of the advertisement and it also written in green
text.
o Slogan is visible underneath the band and is written in black text and states
succinctly what the Medi-Sculp brand stands for.

o Promise benefit: The latent message in this concept is that if the reader
undergoes aesthetic anti-ageing treatment then they will unzip a more youthful
face.
o Provoke curiosity & call to action: In these concepts the latent messages are
contact us if sagging skin is issue and Medi-Sculp will find a personalised
solution just for you.
o Brand name: In this concept the latent message stated here is that the Medi-
Sculp deals with ageing.
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o Slogan: The latent message in this concept is that Medi-Sculp will find solutions
to ageing issues.

whole?
o The provoke curiosity concept causes the reader to reflect on issues of ageing
and the promised benefit reveals the results possible if undergoing their aesthetic
treatments. Finally, the call to action is all that is needed to do in order to
achieve solutions to the ageing problem.
o Brand name and slogan work together to identify the companys objectives in
finding personalised solutions to the ageing problem.
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Elizabeth Arden advertisement. 2016. Womens Health, August:19.
Elizabeth Arden Skin Illuminating Innovation is being advertised.

Promise benefit
Amplification of services
Claim and proof

o Brand name
o Slogan

o Promise benefit manifests itself in the black bold written text with the promise of
perfect skin.
o Amplification of services is also written in black text and is found directly under
the promise benefit and in the image of the model in the advertisement.
o Claim and proof manifests itself in a red heading, which ties in with the red
contained in the product. Red is associated with energy, strength, power,
determination as well as passion, desire, and love (Color Wheel Pro. [Sa]).
Red is a very emotionally intense colour and is suitable to use in this concept as
the advertiser feels passionate about the facts being proof and not just simply an
empty promise.
o Brand name is clearly visible at the bottom of the advertisement and is spans the
width of the page and is the largest text in the advertisement.
o Slogan is visible across the models chest and the slogan and brand create a
border to the advertised images and text.

o Promise benefit: The latent message in this concept is that if the reader uses the
products, their skin will be perfectly even-toned.
o Amplification of services: The latent message in this concept is that with use of
this product the readers skin will look as clear and even toned as the model in
the advertisement.
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o Claim and proof. In this concept the latent message is that the product will
deliver on its promises and the reader can expect even-toned glowing skin.
o Brand name: The latent message stated here is that Elizabeth Arden is an
international brand that can be trusted and believed.
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o Slogan: In this concept the reader is challenged to try the product as the product
and results when using the product will be brilliant. Brilliant can also be
described as bright, illuminating and dazling (Oxford Dictionary (sa)) which refers
back to the name of the product Skin Illuminating Innovation.

whole?
o The promise benefit of even-toned glowing skin is backed up by the amplification
of services which includes the image of the model and the text explaining what
benefits can be expected from the product. The claim and proof adds validity
and strength to the promise benefit and services by instilling belief in the
expected outcome of the product.
o Brand name and slogan work together to identify the internationally known
company and to challenge the reader to illuminate their skin by using the
reputable product.
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Laserderm advertisement. 2016. Longevity Edition VI, August:6
Laserderm Medical Aesthetic Centres is being advertised.

o Provoke curiosity
Amplification of services
Invited to take action
o Brand name
o Slogan

o Provoke curiosity concept is written at the top of the page in a combination of
small and larger print staggered across a green background. Green, as already
stated is the colour of renewal and freshness. There are also three images of
healthy slim bodies and faces indicating the possibilities of what could be
achieved by undergoing treatment at Laserderm.
o Amplification of services is written in a combination of red headings and black
text combining green and grey squares or rectangular bullets. The text is found
through-out the advertisement in great detail. The use of red is associated with
energy passion, desire, and love, the desire to undergo treatment at Laserderm.
(Color Wheel Pro. [Sa]) to look and feel as fresh as the colour green.
o Call to action manifests itself at the bottom of the advertisements and requests
that the reader contact Laserderm for more information. The phone number and
website are visible as well as the various locations of Laserderm Centres around
Gauteng.
o Brand name is visible towards the bottom of the page and is written in grey
capital letters which are neither big nor bolded. The brand also incorporates two
green bulleted triangles, one bigger than the other.
o The Slogan is visible underneath the three printed images and is written in capital
letters on a green background and emphasises the professionalism

o Provoke curiosity: The latent message in this concept is that if the reader treats
themselves to a Laserderm procedure then they will receive the best treatment.
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could possibly then look and feel as good as the three people depicted in the
images
o Amplification of services: The latent message in this concept is Laserderm has a

large variety of treatments available and the reader should be able to find a
treatment to suit their specific needs.
o Invitation to action: The latent message in this concept is that the reader should
contact the centre in order experience the best aesthetic treatments on offer.
o Brand name: The latent message stated here is that Laserderm is a professional
aesthetic medical centre and therefore trustworthy and ethical.
o Slogan: In this concept the notion of professionalism instils a feeling of
trustworthiness and an expectation that the reader would be treated by skilled
staff.

whole?
The brand identifies the type of services being offered and the provoke curiosity
creates the want to treat oneself to the best. The slogan clarifies this want
experience as professional and medical in nature and the amplification of
services details these specific aesthetic procedures. All the reader has to do is
call the centres in order to begin experiencing these professional treatment
12.2 Assess the assumptions and sub-issues. Are they valid and what evidence
from the data collected supports this claim?
12.2.1Assumptions
The creative concept of action is found in all advertisements.
This assumption is invalid as only two out of the eight sample advertisements
contain the concept of action.
Different advertisements use different creative concepts, i.e. more than one or a
variety of creative concepts.
The assumption is valid as each advertisement in the sample contains a
minimum of five different creative concepts.
All advertisements use formal language.
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Formal language is more common when we write; informal language is more

common when we speak. In the sample advertisements there is a combination
of formal and in formal use of English, this means the assumption is valid.
All advertisements have a slogan as a creative concept.

Seven of the sample advertisements contain a slogan, however The Placecol
Skin Serum advertisement does not contain a slogan, this means the assumption
is invalid.
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12.2.2 Sub-Issues
Is the creative concept of action found in all advertisements?
No the creative concept of action is found in only two advertisements from the
sample of eight.
Do different advertisements use different creative concepts?
Yes, each advertisement contains a minimum of five creative concepts.
Do all advertisements make use of formal language?
Yes, however most adverts are a combination of formal and informal language.
Do all the advertisements contain a slogan?
No, as the Dr Anastasia Botha advertisement does not contain a slogan.
13 CONCLUSION
The creative concepts in an advertisement combine together, making the sum of
its parts or synergy and is more effective than any individual creative concept
alone. The aim of an advertisement is to draw the attention of the reader to the
product being advertised, to clarify what is being advertised and to then
encourage the reader to purchase the said product. In the research sample a
minimum of five creative concepts were present in each advertisement. The
concept amplification of services was conveyed in all the advertisements in the
sample, however I cannot determine from this research whether this creative
concept is important to this sample of advertisements specifically or to all
advertisements in general. The use of the colour green is contained in the
Placecol and Laserderm advertisements, which is intended to evoke latent
feelings of freshness and vitality in the reader, which are important emotions
when advertising anti-wrinkle procedures. The Laserderm and 8th Sense
advertise procedures rather than anti-wrinkle serums or creams and contain an
over amount of text copy resulting in the advertisements seeming being more like
lists than an advertisement and because of this they did not provoke any curiosity
within me, as the text copy was so over detailed. In contrast, the CLINIQUE
advertisement contained the least amount of text copy when compared to the
other advertisements and in this advertisement the images of the product appear
to be the salient feature. The Medi-Sculp, CLINIQUE and Elizabeth Arden
advertisements contained just enough text copy to provoke curiosity and inform,
in addition the use of interesting images complimented and emphasised the copy.
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13.1 Anwering the research questions
In which advertisements is the creative concept of action used?

The creative concept of action is used in only two out of the eight advertisements
6 (Medi-Sculp) and advertisement 8 (Laserderm).
How do the sampled advertisements make use different creative concepts?

o The sampled advertisements all use a minimum of five creative concepts.
o The concept that is present in every advertisement is the amplification of
services concept.
o Promise benefit is used in seven out of the eight advertisements with only
Laserderm not containing the concept.
o The claim and proof concept is present in five out of eight advertisements with
Placecol, Medi-Sculp and Laserderm not containing this concept. The three not
containing this concept all advertise medical procedures and not anti-wrinkle
serum or creams.
o Invite to action concept is present in only two advertisements in the sample,
Medi-Sculp and Laserderm, which advertise procedures not serums or creams,
the rest of the sample advertisements do not invite to action at all.
o Branding of a company or product is very important for readers and potential
customers to identify with and this concept is present in seven out of the eight
advertisements with only Dr Anastasia Botha not having including a brand
present in the advertisement.
o No advertisement in the sample included the appeal (s) concept.
o Slogan concept was present in seven advertisements
o The factual approach was present in six out of the eight advertisments with Medi-
Sculp and Elizabeth Arden not containing this concept. The Medi-Scult
advertisement was a uncomplicated advertisement that state the need to know
facts in a relatively small but effective advertisement. The Elizabeth Arden
advertisement used the model, brand and product images as the main features.
o The emotional approach manifested in only two advertisements, the Eucerin and
the 8th Sense advertisement. However, the latent emotional approach is present
in the use of the colour red as in the Eucerin and Elizabeth Arden advertisement
and also in the use of the colour green as in the Placecol and Medi-Sculp
advertisements.
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When do the advertisements make use of formal language?

Formal language relates to syntax, which is the arrangement of words and
phrases to create well-formed sentences in a language. (Oxford Dictionary [sa]).
o Examples of formal language found in the sample advertisements:

In the Eucerin advertisements formal language is used in the promise benefit.
Although not everyone develops wrinkles, all ethnicities suffer from volume loss
linked to ageing. The more volume a face has the more youthful the
expression. Eucerin VOLUME-FILLER restores skin volume and redefines
contours.
In the Placecol advertisement: Visible improvement to skin within 10 days.
In the CLINIQUE advertisement: Our 3-Step System looks so basic. and Can
one make a difference?
In the Medi-Sculp advertisement: Are you concerned about sagging skin?
In the Elizabeth Arden advertisement: Reveal your most perfect even-toned
skin. This is just one example as this advertisement advert uses formal
language throughout advertisement
In the Laserderm advertisement formal language is present in the invite to action
concept only: Please be sure to check which treatments are offered at the
individual clinics.
The Dr Anastasia Botha advertisement does not contain formal language, it
contains only statements with no punctuation and the entire text copy is written in
upper case.
The 8th Sense advertisement uses no full stops and capital letters are used
beginning of a word which is in the middle of a sentence. Entire words are
capitalised in the sentence, therefore this is not formal language.
Which of the advertisements contain a slogan?

The slogan concept was present in seven out of the eight advertisements with
only Dr Anastasia Botha not containing a slogan. This advertisement also lacked
branding and it seemingly appears that the doctors name and surname was
sufficient for this advertisement. Why, I am not sure, however it is very strange
the advertiser would not want to be identified by a brand and a slogan.
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The goal or end point of this research has been to apply communication research to the
eight sample advertisements in order to generate data that can be analysed or tested.
This was achieved by an explorative study of the creative concepts that were used in
print advertisements through observation of the various print advertisements. The
significance of this research was primarily to identify and explain the creative concepts
used in each sample advertisements, how the creative concepts were visually manifest
and how the synergy of concepts are applied to create an advertisement whole.
Through identification of the latent message the manner in which I will view
advertisements has changed as the latent message is the one that is not obvious or
overtly present but rather a suggestion or a hint, for example, the use of the colour red
and green, which provokes an subconscious but intended emotion when reading the
advertisements. In addition, the choice of specific words like brilliant and illuminate,
cleverly use the concept of light as the theme that runs through the Elizabeth Arden
advertisement. Had I not described the latent messages, I do not believe I would have
consciously connected the two words or the purposeful use of the colours. Through this
research I have understood that text copy needs to be effective, succinct and detailed
only enough to answer questions arising from the promise benefit and the provoked
curiosity concepts, but not too detailed that it results in an overload of information that
overwhelms the reader as seen in the 8th Sense and Laserderm advertisements.
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SOURCES CONSULTED
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Brokensha, S (ed). Fairlady. Capetown: Media24.
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4 Laserderm advertisement. 2016. Longevity Edition VI, August:65.
5 Medi-Sculp advertisement. 2016. Longevity Edition VI, August:79.
6 Clinique advertisement. 2016. Womens Health, August:11.
7 Elizabeth Arden advertisement. 2016. Womens Health, August:19.
8 Eucerin advertisement. 2016. Womens Health, August:7.
9 Placecol advertisement. 2016. Womens Health, August:27.
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[O]. Available:
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SELF EVALUATION AND SELF REFLECTION
I hopefully learnt to follow a rubric or mark scheme and hope that I have fulfilled
the requirements correctly, by sticking to the questions and criteria asked for in
each question.
The skills I can apply in my future life are to always reference my data or
information in a task and not make generalised statements. I have even told my
children that they cannot make random statements without backing it up with
references as to where they obtained the particular knowledge.
I can hopefully apply my strength of self-discipline in my future life and work

environment. I decide before I start to work what would be a feasible time
allotted to said task and to stick to that time, so I can have time to do the other
important things in my life, like being a mom and ballet teacher. I also believe I
must not underestimate the time needed to complete these assignments to avoid
planning fallacy.
The learning outcomes I have hopefully achieved in this module are:

o Research skills: I hopefully have learnt to collect, analyse, organise data
relevant to this communication assignment.
o Problem solving skills: I hopefully can identify and solve communication or

research issues by applying the appropriate research methods and techniques.
o Communication skills: I hopefully am able to plan, conduct and report on a

research study using written language kills and to evaluate a research article
according to scientific criteria.
o Environmental literacy: I have hopefully developed knowledge of research

involving mass communication media as in content and audience. I have also
developed knowledge of research programmes related to communication such
as organisational communication.
60
COM3706
o Developing macro vision: I hopefully have an understanding of the interdisciplinary

nature of communication and how communication research frequently involves other
disciplines in social science and humanities, like sociology, education, psychology
and health sciences
o I hopefully have an understanding that a macro vision includes an understanding

that communication can make a positive contribution towards understanding the
diverse needs and priorities in South African society.
o Self-responsibility skills: I am aware of the following:

communication research techniques as learning skills
communication research in areas of interpersonal, small-group, mass
communication, development and organisational and international communication
the application of research skills in lifelong learning
communication-related occupations
my role in promoting citizenship in a multicultural information society
the moral, ethical and legal requirements of scientific inquiry
61

Exam Porfolio Com3706 2016

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CONTENT ANALYSIS OF CREATIVE CONCEPTS PAGE

1 MAIN RESEARCH ISSUE 4

5 ASSUMPTIONS AND SUB-ISSUES 6

8.1.1 Quantitative content analysis

8.1.2 Qualitative content analysis

10 DATA-COLLECTION METHODS AND TECHNIQUES 13

12.1 Assess the assumptions and sub-issues.

CONTENT ANALYSIS OF CREATIVE CONCEPTS

1 MAIN RESEARCH ISSUE

2.4 Ethical Acceptability:

4.2 Accessible population

4.3 Population characteristics

4.4 Units of analysis

5 ASSUMPTIONS AND SUB-ISSUES

Theory helps to provide a framework for structuring the research process.

8.1 Content analysis

8.1.1 Quantitative content analysis

Quantitative Content analysis refers to procedures for the systematic, replicable

8.1.2 Qualitative content analysis

8.2 The nine elements of creative analysis

8.2.2 Provoke curiosity.

8.2.3 Amplification of a product/service

8.2.4 Claims and proof

8.2.4 Invitation to action

8.2.9 Approaches in advertisement communication: Factual and emotional

9.1 Methods of reasoning

9.1.2 Deductive reasoning

analysis to establish how creative concepts are applied in the sample

9.3 Collection and analysis of data

10 DATA-COLLECTION METHODS AND TECHNIQUES

10.1.2 Qualitative content analysis

10.2 Levels of measurement

10.2.1 The nominal level

10.2.2 Ratio Level

10.3 Sampling method

10.4 Sample Context

The following table represents the portion/percentage of the sample adverts to

Name of Date of Total amount of Sample size Percentage of

Longevity August 2016 23 4 17.39%

10.5 Data Collection procedures and techniques

State the research question(s).

Select the 8 advertisement as the sample to be analysed

Define the unit of analysis and categories to be collected

Collect the data

11.1 Quantitative analysis

11.1.2 Qualitative analysis

11.3Coding/tallying of quantitative data

11.4Quantitative analysis of data (the tally sheet)

The number 1 means the presence of a creative concept in the advertisement.

The number 0 means the absence of a creative concept in the advertisement.

PERCENTAGE is the calculated percentage of the total number of the eight

11.5. Analysis of the tally sheet

The creative concept of amplification of services is present in eight out of the

12.1 The creative concepts used in each advertisement are explained by

Indicate what is being advertised.

Identify the creative concepts found in each advertisement.

Explain how the creative concepts manifest (become visible).

The creative concepts manifest in several ways, through text, illustrations,

Identify the latent message conveyed in each creative concept.

Synergy: is explained as the interaction of two or more agents or forces so that

Eucerin advertisement. 2016. Womens Health, August:7.

Eucerin Volume Filler is being advertised

Identify the creative concepts found in each advertisement.:

How do the creative concepts manifest (become visible)?