Name and Surname:



CONTENT ANALYSIS OF CREATIVE CONCEPTS 1

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TABLE OF CONTENTS PAGE

1 INTRODUCTION 3

2 MAIN RESEARCH PROBLEM 3

3 RELEVEVANCY, RESEARCHABILITY, FEASIBILITY AND ETHNICAL ACCEPTABILITY 3

3.1 Relevancy 3

3.2 Researchability 3

3.3 Feasibility 3

3.4 Ethical acceptability 3

4 THE EXTENT OF THE PROBLEM 3

5 POPULATION 4

6 ASSUMPTIONS AND SUB-ISSUES 5

7 GOAL AND OBJECTIVES 5

7.1 Goal 5

7.2 Objectives 5

8 RESEARCH QUESTIONS 6

9 THEORETICAL APPROACH 6

9.1 Content analysis 6

9.2 Creative concept research 6

10 RESEARCH DESIGN 8

10.1 Characteristics of quantitative designs 8

10.2 Characteristics of qualitative designs 9

11 DATA-COLLECTION METHODS AND TECHNIQUES 10

11.1 Research method 10

11.2 Levels of measurement 10

11.3 Sampling method and sample size 11

12 DATA ANALYSIS 12

12.1 Data analysis method 12

12.2 Tallying sheet 13

12.3 Creative concepts found in magazines 14

13 FINDINGS 15

14 CONCLUSIONS 21

15 SELF-ASSESSMENT AND SELF-RELFECTION 22

SOURCES CONSULTED 23

ADDENDUM A: ADVERTISEMENTS 24

INTRODUCTION

Advertisement is the major tool used globally to introduce new products and increase awareness, sales and profit by all commercial institutions, whether they are profit orientated, charitable, governmental or non-governmental.

In Advertisement, applied research is used to measure the effectiveness of the advertisement content, whether it meets the expectations that it is intended for or not. Applied research is used to answer specific research questions.

MAIN RESEARCH PROBLEM

A qualitative and quantitative evaluation of the creative concepts used in advertisements in the YOU and the DRUM magazine for the month of June 2011: a cross-sectional content analysis.

RELEVEVANCY, RESEARCHABILITY, FEASIBILITY AND ETHNICAL ACCEPTABILITY

1 Relevancy

The research problem, a qualitative and quantitative evaluation of the creative concepts used in advertisements, is relevant to communication. Advertisements are a communication tool used to disseminate information through channels such as print media, radio and televisions and internet. Therefore, the research problem qualifies as a research study in communication science.

2 Researchability

Probable solutions to the research problem, which is a qualitative and quantitative evaluation of the creative concepts used in advertisements, can be ascertained through data collection.

3 Feasibility

The feasibility of researching the problem was possible as the resources which include funds for expenses, the expertise of the researcher, and time were available. Only two inexpensive and widely available magazines were used for the research.

4 Ethical acceptability

The research did not involve studying people; therefore, there was no risk of any harm to people. To meet ethnical requirements, a representative sample of the advertisements used was drawn.

THE EXTENT OF THE PROBLEM

Different creative concepts are used in advertisements found in many different magazines which are readily available world-wide and in South Africa.

The cross-sectional research was conducted using the following two South African produced magazines:

• YOU Magazine. 2011. 23 June:236. Johannesburg: Media24.

• DRUM Magazine. 2011. 16 June:975. Johannesburg: Media24.

Although the magazines, DRUM and YOU, are produced by particular companies, the advertisements used in the research appear in other magazines as well. The research was limited to the DRUM (2011. 16 June:975. Johannesburg: Media24) magazine and YOU (2011. 23 June:236. Johannesburg: Media24) magazine used for the research.

The research was conducted in Cape Town, South Africa, where the researcher lives, during the month of June 2011. The research was done during this time for the only reason that the researcher was on a sabbatical from work, which I prudently planned to meet the deadline for submission.

Only one creative concept per advertisement was analysed.  As a result, four creative concepts (Benefit, Curiosity, Amplification of service, Claim) from YOU magazine and four creative concepts (Action, Brand name, Factual Approach, Slogan) from DRUM magazine were analysed.

POPULATION

Population parameters are characteristics of the units of analysis that are relevant to the research (Du Plooy 2009:56).

Population parameters of the research are discussed below.

• Target population:

Target population is the actual population to which we want to generalise results (Du Plooy 2009:109).

The target population for research was all magazines and advertisements produced in South Africa.

• Accessible population:

Accessible is the units of analysis in the target population to which the researchers have access (Du Plooy 2009:109).

The accessible population were the June 2011 editions of YOU and DRUM magazines, including all advertisements used in both magazines.

• Units of analysis:

Units of analysis are the smallest elements investigated (Du Plooy 2009:56).

For this research, creative concepts in advertisements were used as the units of analysis.

• Population characteristics:

The population characteristics for the units of analysis are as follows:

o Advertisements use differing creative concepts.

o Companies advertising the same product, such as cell phones, use the same creative concepts but in a different manner.

o All advertisements are in English.

o Advertisements have text as well as pictures.

o Advertisements use both males and females.

ASSUMPTIONS AND SUB-ISSUES

The term “assumption” can be used to refer to a postulate (a principle assumed to be true or false for the purpose of developing a theory) or a hypothesis (a principle or statement of conclusion that is tested experimentally or by a series of observations) (Du Plooy 2009:56).

A sub-issue is a question on the formulated assumption (COM306D/102/03/2011:61).

• Assumption:

Different magazines use advertisements with different creative concepts.

Sub-issue: Do different magazines use advertisements with different creative concepts?

• Assumption:

Each advertisement uses more than one creative concept.

Sub-issue: Does each advertisement use more than one creative concept?

• Assumption:

Action is the creative concept used in all advertisements repeatedly.

Sub-issue: Is action used in all of the advertisements repeatedly?

• Assumption:

Cell phone advertisements use the same creative concepts.

Sub-issue: Do cell phone advertisements use the same creative concepts?

GOAL AND OBJECTIVES

2 Goal

A goal is applied, when practical issues are investigated, often to find solutions for problems that can be applied in practice (Du Plooy 2009:50).

The goal of this research is applied communication research as it aims to analyse a practical communication issue, namely the creative elements used in advertisements, and to explore solutions to the communication issue (Du Plooy 2009:50).

3 Objectives

Explanatory objectives explore an unknown area of research that can be based on any one or more of the following: to obtain new insights as part of a pre-test or pilot test; to identify key concepts; to identify key stakeholders; to prioritise social needs; to identify consequences of communication problems; to develop hypothesis; to confirm assumptions; or to become familiar with unknown situations, conditions, policies and behaviours (Du Plooy 2009:50-51).

The objectives of this study are exploratory in that it will explore the use of creative elements in different advertisements.

This study also aims to confirm the postulated assumptions that have been formulated and to gain insight into the use of creative elements in advertisement.

The research is also descriptive in that it aims to describe the particular characteristics of a phenomenon, namely the way in which creative elements are used in advertisements (Du Plooy 2009:50).

RESEARCH QUESTIONS

A research question is a question of which the answer will help to solve the main issue formulated by the research. The research questions should be logically linked to the formulated assumptions and sub-issues (COM306D/102/03/2011:62).

The following research questions, which are logically linked to the formulated assumptions and sub-issues, were formulated:

• Are different creative concepts used in advertisements?

• If different creative concepts are used in advertisements, does this apply to both magazines?

• Is action used in all advertisements repeatedly?

• Are the same creative concepts used in cell phone advertisements?

THEORETICAL APPROACH

1 Content analysis

Content analysis can be described as an analysis of written or verbal responses and/or audio-visual materials.

Content analysis is a methodology applied to explore, describe and infer characteristics of messages (Du Plooy, 2009:213).

Content analysis is used in various types of communication research, such as the analysis of mass-media content, transcripts of group discussions, or in organisational communication, the analysis of memos, electronic mail, transcripts of meetings and policy documents (Du Plooy, 2009:213).

Cross-sectional content analysis was used to conduct a qualitative and quantitative evaluation of the creative concepts used in advertisements in the YOU and the DRUM magazine for the month of June 2011.

4 Creative concept research

Creative Concepts can be researched and formulated using characteristics elements of advertisements (Du Plooy, 2009:226-230).

This research deals with the nine creative concepts used in advertisements; the creative concepts will be discussed below (based on a discussion by Du Plooy, 2009:261).

o Benefit

Benefit is the act of giving someone a gain as appreciation for using a particular product. An advertisement should be able to give an advantage or use by using a particular product (Du Plooy, 2009:261-264).

Example: “Cut the cost, not the cover” (Budget Insurance Brokers) (YOU, 2011:50).

o Curiosity

This is a state of having eagerness to know something. An advertisement should be able to trigger exaggerated interest to buy or do something about the product being advertised (Du Plooy, 2009:261-264).

Example: “National Start something day, 2nd September” (Sanlam) (YOU, 2011:12).

o Amplification

This is an exaggerated detail about a product in order to intensify its use. Too many details are added about the product that is very hard to resist for the consumer (Du Plooy, 2009:261-264).

Example: Nissan NP200 Bakkie

“Now offering the highest level of safety in its segment with the introduction of features such as BAS, dual airbags and air conditioning, even on our entry level models. Further peace of mind is provided with our first in class *6 year/150 000 km warranty across the range. The range offers the most comprehensive line up in the half-ton segment with class-leading payload 9800KG) and load box dimensions. With its fuel efficient 1.6 petrol and 1.5 dCi engine diesel engine, this bakkie is way ahead of the pack. Nissan NP200. No Ordinary Safety. No Ordinary Warranty. No Ordinary Bakkie (Nissan)” (DRUM, 2011:24).

o Claims

To claim is to declare facts about a product. To claim is to make it known that, without any doubt, the product will measure up to its potential (Du Plooy, 2009:261-264).

Example: “No more coughs. Now is the time to enjoy your life. This is claimed by use of emotional appeal (BIOTECH LABORATORIES)” (DRUM, 2011:45).

o Action

This is to instruct, command and influence a person to do as you say. It is very authoritative and prompts you to act now not later (Du Plooy, 2009:261-264).

Example: “Call 0860 327 327 or visit liberty.co.za (Liberty Life Insurance)”

(YOU, 2011:17).

o Brand

This is the name given to a certain product that makes it distinct to other products. It identifies itself from other products. It gives a product some kind of uniqueness (Du Plooy, 2009:261-264).

Example: “Eskom” (YOU, 2011:50).

o Appeal

This is an urgent request used to persuade a person to do something. It urges a person to act as requested. It works on the emotions that make it hard to resist (Du Plooy, 2009:261-264).

Example: “Is your car vehicle out of warranty? Choose the Bosch Service Maintenance Policy” (Bosch Service) (YOU, 2011:35).

o Slogan

A slogan is a distinctive cry, phrase, or motto of any party, group, manufacturer, or person; catchword or catch phrase.

Slogans are used for products that are repeatedly used and need hard sell. They can change with each campaign (Du Plooy, 2009:261-264).

Example: “Reach new heights” (Vodacom).

Previously their slogan was “Always in touch” (Vodacom) (DRUM, 2011:33).

o Corporate identity

This is visual identity that is used to identify the distinctiveness of an organization (Du Plooy, 2009:261-264).

Example: [pic] (ABSA Bank) (absa.co.za).

o Factual and emotional appeal

A factual is a straight forward approach that makes strong claims about the product. It often uses demonstrations from professionals. Emotional appeals works and is directed on people’s emotions. It is used for advertisements that deal with health, finance, legal and funeral schemes (Du Plooy, 2009:261-264).

Example (Factual appeal): “UCAN do it yourself……” (Game) (DRUM, 2011:23).

Example (Emotional appeal): “Plan for tomorrow. Live for today.” Liberty) (YOU, 2011:28).

The creative elements discussed above, were used to analyse the eight advertisements that were selected for purpose of this research (Du Plooy 2001:226).

RESEARCH DESIGN

Qualitative and quantitative research was chosen as the suitable research design for this study.

One way of differentiating qualitative research from quantitative research is that largely qualitative research is exploratory, while quantitative research hopes to be conclusive.

Quantitative data are of the kind that may lead to measurement or other kinds of analysis involving applied mathematics, while qualitative data cannot necessarily be put into a context that can be graphed or displayed as a mathematical term.

1 Characteristics of quantitative designs

The results of content analysis of creative concepts can be counted and numerically measured.

o Method of reasoning

The method of reasoning was born from the qualitative and quantitative nature of the research.

For the quantitative aspect of the research, general assumptions were made, from which conclusions were derived after analysing the numerical results. Du Plooy (2009:86), stated that quantitative designs are usually based on deductive reasoning, which begins with general assumptions, that identify the constructs, variables and relationships to be measured, and derives a conclusion about particular instances with the initial generalisation.

The research was also inductive because of the analysis of creative concepts found in the selected advertisements. Inductive reasoning is described by Du Plooy (2009:33) as the formulation of findings by moving from specifics (data, responses or observations) to establishing patterns which are compared or contrasted, to formulating general conclusions.

o Data-collection

Data-collection was done by means of a content analysis performed on selected advertisements. Occurrences of the selected creative concepts were researched and tabulated into a Tally table. Nominal level of measurement was used to indicate which of the creative concepts were used in the sampled advertisements, by denoting whether a creative concept was present or absent in each advertisement.

o Data analysis

Numerous statistical techniques is one of the methods that can be used to analyse data obtained via a quantitative.

For this research, the results were represented in numbers as well as describing the characteristics of the concepts identified. The results were counts of the creative concepts that were used in all selected advertisements.

2 Characteristics of qualitative designs

Qualitative research aims to interpret and construct the qualitative aspects of communication experiences (Du Plooy, 2009:30). Please stop making quotes at the start of each paragraph. It takes up too much space, all that information is known to us and if you quote, you need to indicate how the content of that quote applies to your own research

A qualitative design explores areas where limited or no prior information exists and/or to describe behaviours, themes, trends, attitudes, needs or relations that are applicable to the units analysed (Du Plooy, 2009:88).

o Method of reasoning

Qualitative designs are usually, but not necessarily based on inductive reasoning.

Assumptions were first formulated, that identified the creative concepts and the relationships between the creative concepts that were analysed. From the research results conclusions were then made to assert the assumptions.

This method of reasoning, which employs analysis, can be classified as inductive reasoning. Inductive reasoning is described by Du Plooy (2009:33) as the formulation of findings by moving from specifics (data, responses or observations) to establishing patterns which are compared or contrasted, to formulating general conclusions.

o Data-collection

Data collection can be achieved using methods that include participant observation; qualitative content analysis; open-ended questions in questionnaires, or in interview schedules, or in moderator guides in focus-group interviews.

For this research, data was collected through qualitative content analysis of the creative concepts found in the selected YOU and DRUM magazine advertisements. Content analysis of the creative concepts involved describing the characteristics of the creative concepts that were researched on.

o Data analysis

The qualitative nature of this research was explored by means of a content analysis of the creative concepts used in the YOU and DRUM magazine advertisements.

Content analysis of the eight selected YOU and DRUM magazine advertisements was achieved by first selecting eight creative concepts to research on, identifying the creative concepts in those advertisements and describing each creative concept that was identified.

Content analysis is supported as a method of data analysis by Du Plooy (2009:89), who states that the method used to analyse data obtained via a qualitative design usually centres on content analysis, which is an analysis of written or verbal responses and/or audio-visual materials.

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DATA-COLLECTION METHODS AND TECHNIQUES

1 Research method

Cross-sectional content analysis was the sole research method used to conduct a qualitative and quantitative identification, evaluation and description of the characteristics of the creative concepts used in advertisements in the YOU and the DRUM magazine for the month of June 2011. The creative concepts included:

▪ Benefit

▪ Curiosity

▪ Amplification

▪ Claim

▪ Action

▪ Brand name

▪ Appeal(s)

▪ Slogan

▪ Factual approach

▪ Emotional approach

Content analysis can be described as an analysis of written or verbal responses and/or audio-visual materials. Content analysis, as written by Du Plooy (2009:213), can be used in various types of communication research, such as the analysis of mass-media content, transcripts of group discussions, or in organisational communication, the analysis of memos, electronic mail, transcripts of meetings and policy documents.

No assistants were used to conduct the research because the amount of information (creative concepts in eight advertisements from two magazines) which was examined was large enough to be handled by one individual.

3 Levels of measurement

When content analysis is applied in researching discrete variables, nominal level of measurement is the appropriate method of measurement to apply.

Nominal level of measurement, as described by Du Plooy (2009:127), involves allocating numerals (or any other symbols) to variables so that they can be identified, named or labelled.

For this research, nominal level of measurement was used to indicate which of the creative concepts were used in the sampled advertisements, by denoting whether a creative concept was present or absent in each advertisement. This method of measurement enhanced the analysis of the creative concepts.

A numerical system qualifies to nominal level of measurement it is exhaustive, mutually exclusive and each category can be labelled with a different numeral.

o Exhaustive

One of the variables used in this research was creative concepts. The number of categories of creative concepts that can be researched is exhaustive. There are only nine categories of creative concepts available for research.

According to Du Plooy (2009:128), the categories in which a variable is divided must be exhaustive.

o Mutually exclusive

Du Plooy (2009:128), states that the categories, in which a variable is divided, must be mutually exclusive, meaning that all units of analysis of a sample must fall within one and only one category. For example, for this research a creative concept is either present in an advertisement (category 1) or absent from an advertisement (category 2), which is denoted in the tally table by the following symbols:

/ Creative concept is present

O Creative concept is absent

o Labelling

For this research, which was a content analysis, the eight advertisements and two magazines were labelled. The rows in tally tables were used to represent the creative concepts that were investigated, while the symbols “/” and “O” indicated the presence or absence of the creative concepts in each advertisement.

/ Creative concept is present

O Creative concept is absent

The DRUM and YOU magazines that we used were labelled DR and YO respectively. The eight advertisements were also given labels as shown below:

KEY

DR DRUM magazine

YO YOU magazine

1 MTN (DR)

2 PnP (DR)

3 Adcock Ingram (DR)

4 Via Afrika publishers (DR)

5 YOU Life Plan (YO)

6 Aspen Pharmacare (YO)

7 Stork (YO)

8 PEP Cell (YO)

4 Sampling method and sample size

Scanning through the two magazines, it became apparent that they contained many advertisements from different institutions.

To ensure that all creative concepts were represented in the final eight advertisements, a purposive sample of eight non-cellphone advertisements per magazine was drawn of all advertisements that carried more than 50% of all the creative concepts. Each of the selected advertisements was numbered and pieces of paper with these numbers were placed in a bowl. A random sample of three advertisements per magazine was then selected from the bowl, by blindly fishing out three pieces of papers (three numbers).

The two step sampling procedure means the findings cannot be generalised to all the advertisements in the two magazines because a random sample was not drawn from all the advertisements. A random sample was drawn from a purposive sample of all only those advertisements that had more that applied more than 50% of the creative concepts.

A purposive sample is a non-probability type of sample which is not representative of any target or accessible population (of advertisements) (COM306D/102/03/2011:32).

For the two cellphone advertisements, one from each magazine, a systematic random sample was drawn by selecting the first cellphone advertisement found in each magazine.

These two sampling methods applied, provided the eight advertisements in total, four from each magazine, which were then used for the research.

o Sample size

Four advertisements per magazine, totalling eight, were selected and used for analysis.

The four advertisements selected from DRUM magazine were MTN, PnP, Adcock Ingram and Via Afrika Publishers. The other four advertisements selected from YOU magazine were YOU Life PLAN, Aspen Pharmacare, Stork and PEP Cell.

The accessible population were the June 2011 editions of YOU and DRUM magazines, including all advertisements used in both magazines.

Six advertisements were selected that had more than 50% of all the creative concepts. These were PnP, Adcock Ingram and Via Afrika Publishers from DRUM magazine and YOU Life PLAN, Aspen Pharmacare and Stork from YOU magazine.

Two cellphone advertisements MTN from DRUM magazine and PEP Cell from YOU magazine were selected using the systematic random sampling method. They were not checked for their creative concepts content before selection.

DATA ANALYSIS

The two step sampling procedure used means the findings cannot be generalised to all the advertisements in the two magazines because a random sample was not drawn from all the advertisements. Therefore since the sample was not representative and too small, the study cannot be replicated.

1 Data analysis method

The quantitative portion of the research had its interpreted in numbers. These results were counts of the creative concepts that were used in all selected advertisements.

The qualitative nature of this research was explored by means of a content analysis of the creative concepts used in the YOU and DRUM magazine advertisements.

Content analysis can be described as an analysis of written or verbal responses and/or audio-visual materials. Content analysis, as written by Du Plooy (2009:213), can be used in various types of communication research, such as the analysis of mass-media content, transcripts of group discussions, or in organisational communication, the analysis of memos, electronic mail, transcripts of meetings and policy documents.

Content analysis of the eight selected YOU and DRUM magazine advertisements was achieved by first selecting eight creative concepts to research on, identifying the creative concepts in those advertisements and describing each creative concept that was identified. Identification of each creative concept was accomplished by using the theory behind each creative concept to identify if the creative concept existed in the advertisement. Using the creative concept theory, the characteristics of each creative concept was then described.

2 Tallying sheet

The tally table was used to tabulate the absence or presence of creative concepts in the eight advertisements that were drawn from the following YOU and DRUM:

▪ YOU Magazine. 2011. 23 June:236. Johannesburg: Media24.

▪ DRUM Magazine. 2011. 16 June:975. Johannesburg: Media24.

The eight advertisements from YOU and DRUM magazines were first categorized. A tally table was then created with the nine creative concepts. The tally table carried the frequencies with which the creative concept occurred in the advertisement. The frequencies, with which each creative concept occurred, were compared and converted to percentages. By summarising the similarities versus differences, together with analysing the percentage calculations of the frequencies, the findings were formulated.

The columns represent the eight advertisements that were drawn from the YOU and DRUM magazines. The rows represent the creative concepts that were investigated, whereas the “/” and “O” symbols indicate the presence or absence of the creative concepts in each advertisement.

The key below, explains the meanings of the symbols used in the table.

KEY

DR DRUM magazine

YO YOU magazine

1 MTN (DR)

2 PnP (DR)

3 Adcock Ingram (DR)

4 Via Afrika publishers (DR)

5 YOU Life Plan (YO)

6 Aspen Pharmacare (YO)

7 Stork (YO)

8 PEP Cell (YO)

/ Creative concept is applied

O Creative concept is absent

Table1.1:

Number of creative concepts applied in eight advertisements

|CREATIVE|1 |2 |

|CONCEPTS| | |

| | |MTN |PnP |Adcock Ingram |Via Afrika publishers |

|1 |Action |“So bring you ID and proof of |“Remember to swipe you |“Visit out mobi site at |“Go to |

| | |residence, or affidavit thereof, |card to earn rewards |m.coldsandflu.co.za” |to make your own |

| | |to your nearest MTN store, |today” | |dedication” |

| | |selected retailer or MTN event | | | |

| | |today!” | | | |

| | |“To check your RICA status, dial | | | |

| | |*131*44” | | | |

|2 |Brand Name |“MTN” |“PnP” |“Adcock Ingram ” |“Via Afrika Publishers” |

|3 |Slogan |“everywhere you go” |“Inspired by you” |“Your friendly pharmacist. The |“Our Teachers, Our Future”|

| | | | |cold + flu specialist” | |

|4 |Factual Approach|“Time is running out! If you |“There is nothing more |“L.C.C cough syrup and ointment| |

| | |don’t RICA all your MTN |comforting on a cold day |is produced by Adcock Ingram , | |

| | |PayAsYouGo, contract and data SIM|than a steaming bowl of |a leading South African | |

| | |cards before 30 June 2011, you |soup” |pharmaceutical company” | |

| | |will be disconnected” | | | |

o Action

This is to instruct, command and influence a person to do as you say. It is very authoritative and prompts you to act now not later (Du Plooy, 2009:261-264).

Action creative concept was present in all four advertisements MTN, PnP, Adcock Ingram and Via Afrika Publishers.

MTN: “So bring you ID and proof of residence, or affidavit thereof, to your nearest MTN store, selected retailer or MTN event today!” (DRUM, 2011).

“To check your RICA status, dial *131*44” (DRUM, 2011).

PnP: “Remember to swipe you card to earn rewards today” (DRUM, 2011).

Adcock Ingram: “Visit out mobi site at m.coldsandflu.co.za” (DRUM, 2011).

Via Afrika Publishers: “Go to to make your own dedication” (DRUM, 2011).

o Brand

This is the name given to a certain product that makes it distinct to other products. It identifies itself from other products. It gives a product some kind of uniqueness (Du Plooy, 2009:261-264).

Brand creative concept was present in all four advertisements MTN, PnP, Adcock Ingram and Via Afrika Publishers.

MTN: “MTN” (DRUM, 2011).

PnP: “PnP” (DRUM, 2011).

Adcock Ingram: “Adcock Ingram” (DRUM, 2011).

Via Afrika Publishers: “Via Afrika Pulbishers” (DRUM, 2011).

o Slogan

A slogan is a distinctive cry, phrase, or motto of any party, group, manufacturer, or person; catchword or catch phrase. Slogans are used for products that are repeatedly used and need hard sell. They can change with each campaign (Du Plooy, 2009:261-264).

Slogan creative concept was present in all four advertisements MTN, PnP, Adcock Ingram and Via Afrika Publishers.

MTN: “everywhere you go” (DRUM, 2011).

PnP: “Inspired by you” (DRUM, 2011).

Adcock Ingram: “Your friendly pharmacist. The cold + flu specialist” (DRUM, 2011).

Via Afrika Publishers: “Our Teachers, Our Future” (DRUM, 2011).

o Factual and emotional appeal

A factual is a straight forward approach that makes strong claims about the product. It often uses demonstrations from professionals. Emotional appeals works and is directed on people’s emotions. It is used for advertisements that deal with health, finance, legal and funeral schemes (Du Plooy, 2009:261-264).

Factual and emotional appeal creative concept was present in all three advertisements MTN, PnP, Adcock Ingram and not present in Via Afrika Publishers

MTN: “Time is running out! If you don’t RICA all your MTN PayAsYouGo, contract and data SIM cards before 30 June 2011, you will be disconnected” (DRUM, 2011).

PnP: “There is nothing more comforting on a cold day than a steaming bowl of soup” (DRUM, 2011).

Adcock Ingram: “L.C.C cough syrup and ointment is produced by Adcock Ingram , a leading South African pharmaceutical company” (DRUM, 2011).

3 Creative concepts found in you magazine

• Table 1.3:

Creative concepts found in YOU magazine (2011. 23 June:236. Johannesburg: Media24) advertisements

|No. |Creative Concept |YOU Advertisements |

| | |YOU Life PLAN |Aspen Pharmacare |Stork |Pep cell |

|1 |Benefit |“Enjoy Life with peace of mind”|“Win 1 of 15 cards each loaded |“Win with Stork” |“Rica and keep your |

| | | |with 5000!” | |number 4 EVA!” |

|2 |Curiosity |“Plus accommodation and travel | |“Cash up for grabs” |“Rica and avoid losing |

| | |benefits” | | |your number.” |

|3 |Amplification |“YOU Life Plan entitles you to |“Celebrating generations of care”| | |

| | |fantastic discounts of | | | |

| | |thousands of rands that ensure | | | |

| | |you can easily afford that | | | |

| | |special holiday” | | | |

|4 |Claims |“The YOU Life Plan offers not |“When colds and coughs strike, |“Every month until |“It’s easy. It’s free |

| | |only a funeral policy but also |trust Lennon’s range of winter |December Stork is giving|and you could WIN your |

| | |many living benefits including |products to help you take care of|away R2500” |share of R4 million in |

| | |spectacular holiday and travel |your loved ones. Affordable, | |airtime, cellphone or |

| | |discounts” |effective and trusted for | |cash” |

| | | |generations” | | |

This research deals with the nine creative concepts used in advertisements; the creative concepts will be discussed below (based on a discussion by Du Plooy, 2009:261).

o Benefit

Benefit is the act of giving someone a gain as appreciation for using a particular product. An advertisement should be able to give an advantage or use by using a particular product (Du Plooy, 2009:261-264).

Benefit creative concept was present in all four advertisements YOU Life PLAN, Aspen Pharmacare, Stork and PEP Cell.

YOU Life PLAN: “Enjoy Life with peace of mind” (YOU, 2011).

Aspen Pharmacare: “Win 1 of 15 cards each loaded with 5000!” (YOU, 2011).

Stork: “Win with Stork” (YOU, 2011).

PEP Cell: “Rica and keep your number 4 EVA!” (YOU, 2011).

o Curiosity

This is a state of having eagerness to know something. An advertisement should be able to trigger exaggerated interest to buy or do something about the product being advertised (Du Plooy, 2009:261-264).

Curiosity creative concept was present in three advertisements YOU Life PLAN, Stork and PEP Cell and not present in Aspen Pharmacare.

YOU Life PLAN: “Plus accommodation and travel benefits” (YOU, 2011).

Stork: “Cash up for grabs” (YOU, 2011).

PEP Cell: “Rica and avoid losing your number.” (YOU, 2011).

o Amplification

This is an exaggerated detail about a product in order to intensify its use. Too many details are added about the product that is very hard to resist for the consumer (Du Plooy, 2009:261-264).

Amplitication creative concept was present in two advertisements YOU Life PLAN and Aspen Pharmacare and not present in Stork and PEP Cell.

YOU Life PLAN: “YOU Life Plan entitles you to fantastic discounts of thousands of rands that ensure you can easily afford that special holiday” (YOU, 2011).

Aspen Pharmacare: “Celebrating generations of care” (YOU, 2011).

o Claims

To claim is to declare facts about a product. To claim is to make it known that, without any doubt, the product will measure up to its potential (Du Plooy, 2009:261-264).

Claims creative concept was present in all four advertisements YOU Life PLAN, Aspen Pharmacare, Stork and PEP Cell.

YOU Life PLAN: “The YOU Life Plan offers not only a funeral policy but also many living benefits including spectacular holiday and travel discounts” (YOU, 2011).

Aspen Pharmacare: “When colds and coughs strike, trust Lennon’s range of winter products to help you take care of your loved ones. Affordable, effective and trusted for generations” (YOU, 2011).

Stork: “Every month until December Stork is giving away R2500” (YOU, 2011).

PEP Cell: “It’s easy. It’s free and you could WIN your share of R4 million in airtime, cellphone or cash” (YOU, 2011).

CONCLUSIONS

1 Assumptions and sub-issues

The research findings dismissed and confirmed some of the research assumptions. The research questions used were valuable in mitigating the research assumptions.

From the research findings the following assumptions turned to be accepted:

• Different magazines use advertisements with different creative concepts.

Four creative concepts, (action, brand name, slogan and factual approach) were analysed from two DRUM advertisements (Adcock Ingram and Via Afrika Publishers).

Table 1.2 shows that the four creative concepts (action, brand name, slogan and factual approach) were used in all two DRUM advertisements (Adcock Ingram and Via Afrika Publishers) expect for “factual approach” which was not used in the Via Afrika publishers advertisement. Analysis of the creative concepts follows:

o Action

Action creative concept was present both advertisements Adcock Ingram and Via Afrika Publishers.

Adcock Ingram: “Visit out mobi site at m.coldsandflu.co.za” (DRUM, 2011).

Via Afrika Publishers: “Go to to make your own dedication” (DRUM, 2011).

o Brand

Brand creative concept was present in both advertisements Adcock Ingram and Via Afrika Publishers.

Adcock Ingram: “Adcock Ingram” (DRUM, 2011).

Via Afrika Publishers: “Via Afrika Pulbishers” (DRUM, 2011).

o Slogan

A slogan is a distinctive cry, phrase, or motto of any party, group, manufacturer, or person; catchword or catch phrase. Slogans are used for products that are repeatedly used and need hard sell. They can change with each campaign (Du Plooy, 2009:261-264).

Slogan creative concept was present in both advertisements Adcock Ingram and Via Afrika Publishers.

Adcock Ingram: “Your friendly pharmacist. The cold + flu specialist” (DRUM, 2011).

Via Afrika Publishers: “Our Teachers, Our Future” (DRUM, 2011).

o Factual and emotional appeal

Factual and emotional appeal creative concept was present in Adcock Ingram and not present in Via Afrika Publishers

Adcock Ingram: “L.C.C cough syrup and ointment is produced by Adcock Ingram , a leading South African pharmaceutical company” (DRUM, 2011).

This qualitative analysis of the data from table 1.2 shows that different advertisements use different creative concepts.

• Each advertisement uses more than one creative concept.

All eight creative concepts, (action, brand name, slogan and factual approach, benefit, curiosity, amplification and claim) were analysed from four DRUM advertisements (MTN, PnP, Adcock Ingram and Via Afrika Publishers) and from four YOU advertisements (YOU Life PLAN, Aspen Pharmacare, Stork and PEP Cell).

Analysis of the data from table 1.2 and table 1.3 shows that different advertisements from both magazines use different creative concepts. Analysis of the creative concepts follows:

Table 1.2 shows that the four creative concepts (action, brand name, slogan and factual approach) were used in all four DRUM advertisements (MTN, PnP, Adcock Ingram and Via Afrika Publishers) expect for “factual approach” which was not used in the Via Afrika publishers advertisement.

o MTN

MTN advertisement used all four creative concepts (action, brand name, slogan and factual approach).

Action: “So bring you ID and proof of residence, or affidavit thereof, to your nearest MTN store, selected retailer or MTN event today!” (DRUM, 2011).

“To check your RICA status, dial *131*44” (DRUM, 2011).

Brand: “MTN” (DRUM, 2011).

Slogan: “everywhere you go” (DRUM, 2011).

Factual and emotional appeal “Time is running out! If you don’t RICA all your MTN PayAsYouGo, contract and data SIM cards before 30 June 2011, you will be disconnected” (DRUM, 2011).

o PnP

PnP advertisement used all four creative concepts (action, brand name, slogan and factual approach).

Action: “Remember to swipe you card to earn rewards today” (DRUM, 2011).

Brand: “PnP” (DRUM, 2011).

Slogan: “Inspired by you” (DRUM, 2011).

Factual and emotional appeal: “There is nothing more comforting on a cold day than a steaming bowl of soup” (DRUM, 2011).

o Adcock Ingram

Adcock Ingram advertisement used all four creative concepts (action, brand name, slogan and factual approach).

Action: “Visit out mobi site at m.coldsandflu.co.za” (DRUM, 2011).

Brand: “Adcock Ingram” (DRUM, 2011).

Slogan: “Your friendly pharmacist. The cold + flu specialist” (DRUM, 2011).

Factual and emotional appeal: “L.C.C cough syrup and ointment is produced by Adcock Ingram , a leading South African pharmaceutical company” (DRUM, 2011).

o Via Afrika Publishers:

Via Affrika Publishers advertisement used three creative concepts (action, brand name, and slogan) and did not use factual approach.

Action: “Go to to make your own dedication” (DRUM, 2011).

Brand: “Via Afrika Pulbishers” (DRUM, 2011).

Slogan: “Our Teachers, Our Future” (DRUM, 2011).

Table 1.3 shows that the four creative concepts (benefit, curiosity, amplification and claim) were used in all four YOU advertisements (YOU Life PLAN, Aspen Pharmacare, Stork and PEP Cell) except for “amplification” which was not used in the Stork and PEP Cell advertisements.

o YOU Life PLAN

YOU Life PLAN advertisement used all four creative concepts (benefit, curiosity, amplification and claim).

Benefit: “Enjoy Life with peace of mind” (YOU, 2011).

Curiosity: “Plus accommodation and travel benefits” (YOU, 2011).

Amplification: “YOU Life Plan entitles you to fantastic discounts of thousands of rands that ensure you can easily afford that special holiday” (YOU, 2011).

Claims: “The YOU Life Plan offers not only a funeral policy but also many living benefits including spectacular holiday and travel discounts” (YOU, 2011).

o Aspen Pharmacare

Aspen Phamacare advertisement used three creative concepts (benefit, amplification and claim) and did not use curiosity.

Benefit: “Win 1 of 15 cards each loaded with 5000!” (YOU, 2011).

Amplification : “Celebrating generations of care” (YOU, 2011).

Claims: “When colds and coughs strike, trust Lennon’s range of winter products to help you take care of your loved ones. Affordable, effective and trusted for generations” (YOU, 2011).

o Stork

Stork advertisement used three creative concepts (benefit, curiosity and claim) and did not use amplification.

Benefit: “Win with Stork” (YOU, 2011).

Curiosity: “Cash up for grabs” (YOU, 2011).

Claims: “Every month until December Stork is giving away R2500” (YOU, 2011).

o PEP Cell

Pep Cell advertisement used three creative concepts (benefit, curiosity and claim) and did not use amplification.

Benefit: “Rica and keep your number 4 EVA!” (YOU, 2011).

Curiosity: “Rica and avoid losing your number.” (YOU, 2011).

Claims: “It’s easy. It’s free and you could WIN your share of R4 million in airtime, cellphone or cash” (YOU, 2011).

The following assumptions turned out to be false:

• Action is the creative concept used in all advertisements repeatedly.

The “action” creative concept was analysed from four DRUM advertisements (MTN, PnP, Adcock Ingram and Via Afrika Publishers).

Table 1.2 shows that the “action” creative concept was used twice in the MTN advertisement and once in the PnP, Adcock Ingram and Via Afrika publishers advertisements.

Analysis of action creative concept from DRUM advertisements (MTN, PnP, Adcock Ingram and Via Afrika Publishers) follows:

MTN: “So bring you ID and proof of residence, or affidavit thereof, to your nearest MTN store, selected retailer or MTN event today!” (DRUM, 2011).

“To check your RICA status, dial *131*44” (DRUM, 2011).

PnP: “Remember to swipe you card to earn rewards today” (DRUM, 2011).

Adcock Ingram: “Visit out mobi site at m.coldsandflu.co.za” (DRUM, 2011).

Via Afrika Publishers: “Go to to make your own dedication” (DRUM, 2011).

Analysis of the data from table 1.3 shows that the “action” creative

concept is used repeatedly in some advertisements.

• Cell phone advertisements use the same creative concepts.

Eight creative concepts, (action, brand name, slogan, factual approach, benefit, curiosity, amplification and claim) were analysed from one DRUM cellphone advertisement (MTN) and one YOU cellphone advertisement (PEP Cell).

Table 1.4 shows that MTN advertisement used seven (action, brand name, slogan, benefit, curiosity, amplification and claim) out of eight creative concepts. PEP Cell advertisement used four (action, brand name, curiosity and claim) out of eight creative concepts.

KEY

/ Creative concept is applied

O Creative concept is absent

Table1.4:

Creative concepts applied in cellphone advertisements (MTN and PEP Cell)

|CREATIVE CONCEPTS |MTN |PEP Cell |

|Benefit |/ |O |

|Curiosity |/ |/ |

|Amplification |/ |O |

|Claim |/ |/ |

|Action |/ |/ |

|Brand name |/ |/ |

|Appeal(s) |/ |/ |

|Slogan |/ |O |

|Factual approach |/ |O |

|Emotional approach |O |O |

|TOTAL |9 |5 |

|PERCENTAGE (%) |90 |50 |

NB: Percentages are round up to the full number.

Analysis of the data from table 1.4 shows that cellphone advertisements from both magazines use different creative concepts.

2 Research questions

Please look at the mark scheme and present the information as required on the mark scheme. You have to address the issues as they are listed on the mark scheme under the correct headings or no marks can be awarded. Assumptions, sub-issues and research questions are addressed under the Conclusion.

Please also note that the Findings are a description of the characteristics that you found in each advertisement, supported by reference to the advertisements and concept to illustrate how each concept’s characteristics are evident in the selected advertisement.

o Are different creative concepts used in advertisements?

Quantitative analysis:

Four creative concepts, (benefit, amplification, slogan and factual approach) were analysed from two DRUM advertisements (Adcock Ingram and Via Afrika Publishers).

KEY

/ Creative concept is applied

O Creative concept is absent

Table1.5:

Number of creative concepts applied in DRUM (2011. 16 June:975. Johannesburg: Media24) advertisements

|CREATIVE CONCEPTS |Adcock Ingram |Via Afrika Publishers |

|Benefit |/ |O |

|Amplification |/ |O |

|Slogan |/ |/ |

|Factual approach |O |/ |

Information from table 1.5 which is derived from table 1.1 shows that DRUM advertisements (Adcock Ingram and Via Afrika Publishers) used a variety of creative concepts.

o Adcock Ingram did not use factual approach.

o Via Afrika Publishers did not use benefit and amplification.

Quantitative analysis therefore shows that advertisements use varied creative concepts.

Qualitative analysis:

Four creative concepts, (action, brand name, slogan and factual approach) were analysed from two DRUM advertisements (Adcock Ingram and Via Afrika Publishers).

KEY

Empty cells show the absence of the respective creative concept from the advertisement.

Table1.6:

Number of creative concepts applied in DRUM (2011. 16 June:975. Johannesburg: Media24) advertisements

|No. |Creative Concept |DRUM Advertisement |

| | |Adcock Ingram |Via Afrika publishers |

|1 |Action |“Visit out mobi site at |“Go to to make your own |

| | |m.coldsandflu.co.za” |dedication” |

|2 |Brand Name |“Adcock Ingram ” |“Via Afrika Publishers” |

|3 |Slogan |“Your friendly pharmacist. The cold + flu|“Our Teachers, Our Future” |

| | |specialist” | |

|4 |Factual Approach |“L.C.C cough syrup and ointment is | |

| | |produced by Adcock Ingram , a leading | |

| | |South African pharmaceutical company” | |

Information from table 1.6 which is derived from table 1.1, shows that DRUM advertisements (Adcock Ingram and Via Afrika Publishers) used a variety of creative concepts.

o Adcock Ingram used all four creative concepts (action, brand name, slogan and factual approach).

o Via Afrika Publishers did not use factual approach.

This qualitative analysis shows that different advertisements use different creative concepts.

• If different creative concepts are used in advertisements, does this apply to both magazines?

Quantitative analysis:

All creative concepts were analysed from DRUM advertisements (MTN, PnP, Adcock Ingram and Via Afrika Publishers) and YOU advertisements (YOU Life PLAN, Aspen Pharmacare, Stork and PEP Cell).

KEY

/ Creative concept is applied

O Creative concept is absent

Table1.7:

Number of creative concepts applied in DRUM (2011. 16 June:975. Johannesburg: Media24) advertisements

|CREATIVE CONCEPTS |MTN |PnP |Adcock Ingram |Via Afrika Publishers |

|Benefit |/ |/ |/ |O |

|Curiosity |/ |O |/ |/ |

|Amplification |/ |O |/ |O |

|Claim |/ |/ |/ |/ |

|Action |/ |/ |/ |/ |

|Brand name |/ |/ |/ |/ |

|Appeal(s) |/ |/ |/ |O |

|Slogan |/ |/ |/ |/ |

|Factual approach |/ |/ |O |/ |

|Emotional approach |O |O |O |O |

|TOTAL |9 |7 |8 |6 |

|PERCENTAGE (%) |90 |70 |80 |60 |

NB: Percentages are round up to the full number.

Information from table 1.7 which is derived from table 1.1 shows that DRUM advertisements (MTN, PnP, Adcock Ingram and Via Afrika Publishers) used a variety of creative concepts.

o MTN did not use emotional approach (90% used).

o PnP did not use curiosity, amplification and emotional approach (70% used).

o Adcock Ingram did not use factual approach and emotional approach (80% used).

o Via Afrika Publishers did not use benefit amplification, appeal and emotional approach (60% used).

KEY

/ Creative concept is applied

O Creative concept is absent

Table1.8:

Number of creative concepts applied in YOU (2011. 23 June:236. Johannesburg: Media24) advertisements

|CREATIVE CONCEPTS |YOU Life PLAN |Aspen Pharmacare |Stork |PEP Cell |

|Benefit |/ |/ |/ |O |

|Curiosity |/ |/ |/ |/ |

|Amplification |/ |O |O |O |

|Claim |/ |/ |O |/ |

|Action |/ |/ |/ |/ |

|Brand name |/ |/ |/ |/ |

|Appeal(s) |/ |/ |O |/ |

|Slogan |O |/ |/ |O |

|Factual approach |O |/ |/ |O |

|Emotional approach |/ |O |O |O |

|TOTAL |8 |8 |6 |5 |

|PERCENTAGE (%) |80 |80 |60 |50 |

NB: Percentages are round up to the full number.

Information from table 1.8 which is derived from table 1.1, shows that YOU advertisements (YOU Life PLAN, Aspen Pharmacare, Stork and PEP Cell) used a variety of creative concepts.

o YOU Life Plan did not use slogan and factual approach (80% used).

o Aspen Pharmacare did not use amplification and emotional approach (80% used).

o Stork did not use amplification, claim, appeal(s) and emotional approach (60% used).

o PEP Cell did not used benefit, amplification, slogan, factual approach and emotional approach (50% used).

Quantitative analysis therefore shows that advertisements in both magazines use varied creative concepts.

Qualitative analysis:

All eight creative concepts, (action, brand name, slogan and factual approach, benefit, curiosity, amplification and claim) were analysed from four DRUM advertisements (MTN, PnP, Adcock Ingram and Via Afrika Publishers) and four YOU advertisements (YOU Life PLAN, Aspen Pharmacare, Stork and PEP Cell).

Table 1.7 shows that the four creative concepts (action, brand name, slogan and factual approach) were used in all four DRUM advertisements (MTN, PnP, Adcock Ingram and Via Afrika Publishers) expect for “factual approach” which was not used in the Via Afrika publishers advertisement.

Table 1.8 shows that the four creative concepts (benefit, curiosity, amplification and claim) were used in all four YOU advertisements (YOU Life PLAN, Aspen Pharmacare, Stork and PEP Cell) except for “amplification” which was not used in the Stork and PEP Cell advertisements.

Analysis of the data from table 1.7 and table 1.8 shows that different advertisements from both magazines use different creative concepts.

o Is action used in all advertisements repeatedly?

Quantitative analysis:

All advertisements (8 – 100%) used the action creative concept.

KEY

DR DRUM magazine

YO YOU magazine

1 MTN (DR)

2 PnP (DR)

3 Adcock Ingram (DR)

4 Via Afrika publishers (DR)

5 YOU Life Plan (YO)

6 Aspen Pharmacare (YO)

7 Stork (YO)

8 PEP Cell (YO)

/ Creative concept is applied

O Creative concept is absent

Table1.9:

Repeated use of action in advertisements

|CREATIVE |1 |2 |3 |

|CONCEPTS | | | |

|1 |Action |“So bring you ID and proof of residence, or |“Register your SIM card at PEP for free.” |

| | |affidavit thereof, to your nearest MTN |“SMS RICA and your name to 33018 and you |

| | |store, selected retailer or MTN event |could win your share!” |

| | |today!” | |

| | |“To check your RICA status, dial *131*44” | |

|2 |Brand Name |“MTN” |“PEP Cell” |

|3 |Slogan |“everywhere you go” |“All airtime always at discount prices” |

|4 |Factual Approach |“Time is running out! If you don’t RICA all | |

| | |your MTN PayAsYouGo, contract and data SIM | |

| | |cards before 30 June 2011, you will be | |

| | |disconnected” | |

|1 |Benefit |“Stay connected. Stay world-class” |“Rica and keep your number 4 EVA!” |

|2 |Curiosity |“Time is running out!” |“Rica and avoid losing your number.” |

|3 |Amplification | | |

|4 |Claims |“No RICA. No connection” |“It’s easy. It’s free and you could WIN your |

| | | |share of R4 million in airtime, cellphone or |

| | | |cash” |

All eight creative concepts, (action, brand name, slogan and factual approach, benefit, curiosity, amplification and claim) were analysed from one DRUM cellphone advertisement (MTN) and one YOU cellphone advertisement (PEP Cell).

Table 1.10 shows that all seven creative concepts (action, brand name, slogan and factual approach, benefit, curiosity and claim) were used in both advertisements (MTN and PEP Cell) expect for “factual approach” which was not used in the “PEP Cell” advertisement. The “amplification” creative concept was not used at all in both advertisements (MTN and PEP Cell).

Analysis of the data from table 1.10 shows that cellphone advertisements from both magazines use different creative concepts.

SELF-ASSESSMENT AND SELF-RELFECTION

1. What are the most important things that you have learnt from doing this assignment?

This assignment has given me a better understanding of how advertisements are shaped for different target population and at the same time how bias and assumptions can affect the advertisement.

2. What knowledge and skills have you developed and/or gained by doing the assignment?

I have learnt a lot about the nature of advertisement how then are constructed for different target populations.

3. What part of the assignment did you enjoy most, and why?

I enjoyed a lot going through the magazines comparing all the advertisements. It was really interesting to understand all the differences.

4. What part of the assignment did you find difficult or did not enjoy? Suggest possible reasons.

It was very difficult to figure out some definitions. The guide book uses some of them in examples without proper explanations. I had to dig deep to understand the meanings.

5. What knowledge and/or skills that you have gained by doing your assignment will you be able to apply in your job situation and/or social life.

Presently I am working in a medical field. I will use this knowledge for my future work as I am planning to change my career.

6. If you were one of the lectures of this module, what mark would you give out of 100 for your assignment? Give reasons for the mark you would give yourself.

This assignment deserves a mark of 70 out of 100. The research was conducted comprehensively in line with the research theory after so many false starts.

My first assignments were so embarrassing. I really worked hard on this one. I consulted widely on how to present research work.

SOURCES CONSULTED

1. Adcock Ingram advertisement. 2011. DRUM, 16 June:975

2. Aspen Pharmacare advertisement. 2011. YOU, 23 June:236

3. CMNALLE/301.2011. Pretoria: University of South Africa.

4. Department of Communication Science, COM306D. 2011. Communication Research, Tutorial Letter 102/2011, Semester 1 and 2: University of South Africa.

5. DRUM Magazine. 2011. 16 June:975. Johannesburg: Media24.

6. Du Plooy, GM, (2ed). 2009. Communication research: Techniques, methods and applications. Welton, Cape Town: Juta & Co Ltd.

7. Du Plooy, Trudie, (2ed). 2009. Only study guide for COM306D: Communication Research. Pretoria: University of South Africa.

8. MTN advertisement. 2011. DRUM, 16 June:975

9. PEP Cell advertisement. 2011. YOU, 23 June:236

10. PnP advertisement. 2011. DRUM, 16 June:975

11. Stork advertisement. 2011. YOU, 23 June:236

12. Via Afrika publishers advertisement. 2011. DRUM, 16 June:975

13. absa.co.za, (ABSA Bank).

14. YOU Life Plan advertisement. 2011. YOU, 23 June:236

15. YOU Magazine. 2011. 23 June:236. Johannesburg: Media24.

ADDENDUM A: ADVERTISEMENTS

1. MTN advertisement. 2011. DRUM, 23 June:975.

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2. PnP advertisement. 2011. DRUM, 23 June:975.

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3. Adcock Ingram advertisement. 2011. DRUM, 23 June:975.

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4. Via Afrika advertisement. 2011. DRUM, 23 June:975.

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5. YOU Life Plan advertisement. 2011. YOU, 16 June:236.

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6. Stork advertisement. 2011. YOU, 16 June:236.

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7. Aspen Pharmacare advertisement. 2011. YOU, 16 June:236.

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8. PEP Cell advertisement. 2011. YOU, 16 June:236.

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