Research Outline

Topics: Advertising, Scientific method, Research Pages: 9 (1713 words) Published: February 9, 2013
Liezel weber



Task 5.10

The use of characteristic elements of advertising within print media


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 reference techniques.

I have read and understood Tutorial Letter CMNALLE/301/2011 regarding technical and presentation requirements, referencing techniques and plagiarism.

Liezel Weber



D Janse van Rensburg


Index page

1. Main Issue4

2. Research Criteria4

3. Extent4

4. Population4

5. Assumptions and sub-issues5

6. Goal and objectives5

7. Research questions6

8. Theoretical approach6

9. Research design7


Sources consulted8

1Main Issue

This study is qauntative and qualive in nature and the aim is to explore and describe the use of characteristic elements of advertising (creative concepts) within sampled print media advertisements through content analysis within a cross sectional timeframe.

2Research Criteria

Advertising is an extremely competitive and global market that is very costly, thus the correct message needs to be conveyed. This study explores whether the use of characteristic elements within advertising can aid in communicating the correct message/concept through content. Different advertisements have been sampled from different media publications and will be compared to test the main issue. There are no ethical issues pertaining to this study as there are no humans involved. The correct methods have been applied in referencing and this study is my own.


There are many different magazines and newspapers freely available in South Africa (and globally) containing a range of beauty and self-care product advertisements all conveying different messages through different creative concepts.

Only the advertisements appearing in FHM and Elle magazines and The Sunday times and The Citizen newspapers circulated in the week of 30/07/2012 – 05/08/2012 in South Africa will be analysed.

This is a cross-sectional study as the FHM, Elle, Sunday times and Citizen circulated within the week of 30/07/2012 -05/08/2012 that will be used contained the largest variety of beauty and self-care product advertisements to be analysed.


Eight samples of advertisements appearing in the FHM and Elle magazines and the Sunday Times and the Citizen newspaper circulated within the week of 30/07/2012 – 05/08/2012 were selected as the accessible population.

Population characteristics:

• All samples make use of photographs

• All samples have text in the advertisement

• Selected samples have the brand prominent in each

• Selected samples all make use of one or more advertising characteristics in the copy

The units of analysis are:

• The amount of creative concepts used within an advertisement

• The different creative concepts is the prominent in each advertisements

• the creative concept found in all advertisements

• Element research to evaluate the advertisement as a whole

5Assumptions and sub-issues

The following assumptions are made:

5.1Different advertisements make use of different creative concept

5.2Beauty and self-care product advertisements tend to use more than one creative concept

5.3The brand (a creative concept) is evident in all advertisements

5.4All advertisements make use of photos and creative text to support and tie in with the creative concept...
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