Research Paper: Content Analysis of Nine Creative Concepts Found in Magazine Advertisements.
1 MAIN ISSUE
This research is a quantitative, cross-sectional, exploratory and descriptive content analysis of selected advertisements from two different magazines published in August 2012 using the nine different creative concepts as main emphasis.
2 RESEARCH CRITERIA
The main research problem deals with the use of creative concepts in advertisements which is a mass media issue and therefore contributes to the existing knowledge in communication studies. The issue is also of interest to the researcher as a media studies student. The main issue is researchable because it can be resolved by the collection of evidence. The research is feasible as the magazines relating to the problem area of the research are within the means of the researcher. In this research inter- coder reliability which addresses ethical acceptability is maximised by the fact that the focus of assessment is the manifest content of advertisements rather than the latent or connotative levels. Furthermore the advertisements were randomly selected from August 2012 issues of Destiny and True love magazines to avoid any bias in sampling.
3 EXTENT
Different creative concepts are used in advertisements which are a major form of communication in business. These advertisements are often if not always, found in magazines which are readily available throughout the world. As a result the issue occurs widely and is prevalent world-wide. Two different South African magazines from the same month will serve as the sources for the research conducted. The eight selected advertisements found in August 2012 issues of Destiny and True Love magazines will be discussed. The Destiny and True Love magazines are selected because they represent a wide range of readership and demographic categories in South Africa. The August issue of the magazines is selected because the research is cross-sectional and is conducted during the month of August.
4 POPULATION
The target population are all
This research is a quantitative, cross-sectional, exploratory and descriptive content analysis of selected advertisements from two different magazines published in August 2012 using the nine different creative concepts as main emphasis.
2 RESEARCH CRITERIA
The main research problem deals with the use of creative concepts in advertisements which is a mass media issue and therefore contributes to the existing knowledge in communication studies. The issue is also of interest to the researcher as a media studies student. The main issue is researchable because it can be resolved by the collection of evidence. The research is feasible as the magazines relating to the problem area of the research are within the means of the researcher. In this research inter- coder reliability which addresses ethical acceptability is maximised by the fact that the focus of assessment is the manifest content of advertisements rather than the latent or connotative levels. Furthermore the advertisements were randomly selected from August 2012 issues of Destiny and True love magazines to avoid any bias in sampling.
3 EXTENT
Different creative concepts are used in advertisements which are a major form of communication in business. These advertisements are often if not always, found in magazines which are readily available throughout the world. As a result the issue occurs widely and is prevalent world-wide. Two different South African magazines from the same month will serve as the sources for the research conducted. The eight selected advertisements found in August 2012 issues of Destiny and True Love magazines will be discussed. The Destiny and True Love magazines are selected because they represent a wide range of readership and demographic categories in South Africa. The August issue of the magazines is selected because the research is cross-sectional and is conducted during the month of August.
4 POPULATION
The target population are all