COM3706
EXAM PACK
, lOMoARcPSD|18222662
2
TABLE OF CONTENTS
PAGE
DECLARATION 3
1. MAIN ISSUE 4
2. RESEARCH CRITERIA 4
3. EXTENT 4
4. POPULATION 5
5. FOUR ASSUMPTIONS AND FOUR SUB-ISSUES 5
Assumptions 5
Sub-issues 6
6. GOAL AND OBJECTIVES 6
7. FOUR RESEARCH QUESTIONS 6
8. THEORETICAL APPROACH 6
9. RESEARCH DESIGN 7
10. DATA COLLECTION METHODS AND TECHNIQUES 8
11. DATA ANALYSIS 10
12. FINDINGS 11
Assumptions 18
13. CONCLUSION 19
SOURCES CONSULTED 22
SELF-ASSESSMENT AND SELF- REFLECTION 23
, lOMoARcPSD|18222662
3
DECLARATION
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 regarding technical and presentation
requirements, referencing techniques and plagiarism.
AS Mtshali
50960555
28/04/2017
N.Mtshali
, lOMoARcPSD|18222662
4
1. MAIN ISSUE
This research is a qualitative and quantitative cross sectional analysis were we will explore
and describe creative concepts and their characteristics, found in eight different
advertisements, taken from Destiny magazine and Sunday Times newspaper by means of a
content analysis.
2. RESEARCH CRITERIA
Relevance to communication: The main issue is relevant to communication as magazines
and newspapers (publications) are a form of print and mass media. The type of messages
found in advertisements are that of a persuasive nature (Du Plooy 2009:265-267).
Researchability: An issue is researchable when there is availability of data. Data in this
research can be collected when we explore the different creative concepts and their
characteristics in the selected advertisements.
Feasibility: The two publications that will be used to conduct the research is Destiny
magazine, November 2016: Issue 106 and Sunday Times newspaper: 12 February 2017.
Destiny magazine retails at R30.90 and the Sunday Times newspaper was received through a
monthly subscription. The magazine came with a full, free makeup product (L’OréalInfallible
24H Stay Fresh Foundation) that retails at R200. This made it feasible as the magazine
retailed at R30.90 and it included a product that costs R200.
Ethics: Ethical acceptability can be ensured by the method used to conduct the research as
well as the sampling method. The research will be conducted by means of a content analysis
and the sampling method is convenience.
3. EXTENT
The research will be conducted in Johannesburg in March 2017. The publications that will be
used to conduct the research is Destiny magazine, November 2016: Issue 106 and the
Sunday Times newspaper: 12 February 2017. The reason why two different print mediums (a
magazine and a newspaper) from two different time periods (November 2016 and February
2017) will be used, is to evaluate whether the creative concepts found in magazine
advertisements differ from those found in newspapers and if these time periods influence
the content of advertisements. The research is of a cross-sectional nature as specific
editions and publications will be used and the entire research will be conducted in 4 weeks.
EXAM PACK
, lOMoARcPSD|18222662
2
TABLE OF CONTENTS
PAGE
DECLARATION 3
1. MAIN ISSUE 4
2. RESEARCH CRITERIA 4
3. EXTENT 4
4. POPULATION 5
5. FOUR ASSUMPTIONS AND FOUR SUB-ISSUES 5
Assumptions 5
Sub-issues 6
6. GOAL AND OBJECTIVES 6
7. FOUR RESEARCH QUESTIONS 6
8. THEORETICAL APPROACH 6
9. RESEARCH DESIGN 7
10. DATA COLLECTION METHODS AND TECHNIQUES 8
11. DATA ANALYSIS 10
12. FINDINGS 11
Assumptions 18
13. CONCLUSION 19
SOURCES CONSULTED 22
SELF-ASSESSMENT AND SELF- REFLECTION 23
, lOMoARcPSD|18222662
3
DECLARATION
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 regarding technical and presentation
requirements, referencing techniques and plagiarism.
AS Mtshali
50960555
28/04/2017
N.Mtshali
, lOMoARcPSD|18222662
4
1. MAIN ISSUE
This research is a qualitative and quantitative cross sectional analysis were we will explore
and describe creative concepts and their characteristics, found in eight different
advertisements, taken from Destiny magazine and Sunday Times newspaper by means of a
content analysis.
2. RESEARCH CRITERIA
Relevance to communication: The main issue is relevant to communication as magazines
and newspapers (publications) are a form of print and mass media. The type of messages
found in advertisements are that of a persuasive nature (Du Plooy 2009:265-267).
Researchability: An issue is researchable when there is availability of data. Data in this
research can be collected when we explore the different creative concepts and their
characteristics in the selected advertisements.
Feasibility: The two publications that will be used to conduct the research is Destiny
magazine, November 2016: Issue 106 and Sunday Times newspaper: 12 February 2017.
Destiny magazine retails at R30.90 and the Sunday Times newspaper was received through a
monthly subscription. The magazine came with a full, free makeup product (L’OréalInfallible
24H Stay Fresh Foundation) that retails at R200. This made it feasible as the magazine
retailed at R30.90 and it included a product that costs R200.
Ethics: Ethical acceptability can be ensured by the method used to conduct the research as
well as the sampling method. The research will be conducted by means of a content analysis
and the sampling method is convenience.
3. EXTENT
The research will be conducted in Johannesburg in March 2017. The publications that will be
used to conduct the research is Destiny magazine, November 2016: Issue 106 and the
Sunday Times newspaper: 12 February 2017. The reason why two different print mediums (a
magazine and a newspaper) from two different time periods (November 2016 and February
2017) will be used, is to evaluate whether the creative concepts found in magazine
advertisements differ from those found in newspapers and if these time periods influence
the content of advertisements. The research is of a cross-sectional nature as specific
editions and publications will be used and the entire research will be conducted in 4 weeks.
