Creative Concepts Portfoliio

Topics: Advertising, Cheese, Marketing Pages: 6 (1616 words) Published: April 20, 2013
I, the undersigned, hereby declare that this is my own and personal work, except where the work(s) or publications of others have been acknowledged by means of referencing techniques. I have read and understood the Tutorial Letter CMNALLE/301 regarding technical and presentation requirements, referencing techniques and plagiarism

Michael Connelly
21st February 2013
Megan Stroud

Table of ContentsPage

* Declaration1
* Introduction3
* Magazine 14
* Advertisement 1
* Advertisement 2
* Advertisement 3
* Advertisement 4
* Magazine 26
* Advertisement 1
* Advertisement 2
* Advertisement 3
* Advertisement 4
* Conclusion8
* Sources Consulted9

Assignment 1


In this assignment, I will explore and describe by means of a content analysis nine different creative concepts and their characteristics applied in eight selected advertisements found in two different magazines. The two magazines I have chosen are the “Farmers Weekly” from October 2012, and the “Fairlady” from February 2013. I have selected these two magazines as they are very different from each other so to have diverse advertisements in my assignment.

Main Issue

The nature of the research done is qualitive, as it aims to interpret and construct the qualitative aspects of the adverts communication experience, the time dimension is

Magazine 1, “Farmers Weekly” 26 October 2012.

Magazine 1 is the Farmers Weekly from October 2012, the target audience is the male farmers of all races and ages in Southern Africa. My goal is to show the characteristic elements of 4 advertisements from the publication.

Advertisement 1.

Advertisement 1 is for “Farmtrac” the company that develops and sells tractors to the agricultural sector. Characteristic elements of this advertisement are: * It contains claims such as “World Class technology for maximum productivity”, “Powerful engine for exceptional pulling power”, “ADI* for low fuel consumption” and “Comfort maximum driving ease & control” these claims are backed up with a factual approach with the advertisers showing that they have achieved the ISO 9000 standard accredited by the Dutch Counsel for Certification, and they have achieved the ISO 9001and the ISO/TS 16949 accredited by the TUV Management Service. * It contains a slogan “Nurturing those who nurture the Nation” * The bottom of the advertisement says that there are dealerships available throughout South Africa, I believe this is a way of trying to initiate an action, indicating that there are dealerships never too far away that you can’t come and see their facility.

Advertisement 2

Advertisement 2, is an advertisement for an ”MSD Animal Health” product line called “AMITRAZ” this product line deals with cattle dips and preventative measures against ticks, and pests on cattle, goats, sheep, and ostriches. Characteristic elements of this advertisement are: * This advertisement makes use of the brand name “AMITRAZ” which is a popular name in cattle farming for the treatment of cattle pests. * The advertisement uses the factual approach by identifying individual products in the product line and detailing what each product is and what each product can do for you (as the consumer). * It contains a slogan with the last product “TAKTIC - Tried... Tested... Trusted...” * It comes with a proof in that the product must be on the shelf, and if it not you may call a number - 0828051623

Advertisement 3.

Advertisement 3, is a “Santam Insurance” advertisement for their Agricultural division. This insurance division is for farmers who want to insure their crops against theft, and natural disasters. Characteristic elements of this advertisement are: * The calculation headlining the advertisement, creates curiosity. The calculation reads 2000 000 x 4.2g hailstones @...
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