COMMUNICATION RESEARCH
(COM3706)
PORTFOLIO
STUDENT NUMBER:
Semester 1: Assignment 03
Unique assignment number: 609218
by
Janny Musiko Charles
,TABLE OF CONTENTS Page
1 MAIN ISSUE 1
2 RESEARCH CRITERIA 1
2.1 Relevance 1
2.2 Researchability 2
2.3 Feasibility 2
2.4 Ethical acceptability 2
3 EXTENT 2
4 POPULATION 3
4.1 Target population 3
4.2 Accessible population 3
4.3 Population characteristics 3
4.4 Unit of analysis 3
5 ASSUMPTIONS and SUB-ISSUES 4
5.1 Four assumptions & Four sub-issues 4
6 GOAL and OBJECTIVES 4
6.1 Nature of goal 4
6.2 Objectives 5
7 RESEARCH QUESTIONS 5
8 THEORETICAL APPROACH 5
9 RESEARCH DESIGN 8
9.1 Inductive and deductive reasoning 8
9.2 Objectives of research 9
9.3 Why nature of design is qualitative and quantitative? 9
9.4 Data collection method and method of analysis 10
10.1 Steps of critical content analysis 10
10.2 Levels of measurement 10
10.3 Sampling method 11
10.4 Contextualising samples 12
,10.5 Steps of data collection 12
11 DATA ANALYSIS 13
11.1 How the quantitative and qualitative data was analysed 13
11.2 Replication of the study 14
11.3 Tally sheet 14
12 FINDINGS 15
12.1 Qualitative findings 15
12.2 Accept or Reject Assumptions 24
13 CONCLUSION 25
SOURCES CONSULTED 28
ADDENDUM A: SELF-ASSESSMENT AND SELF-REFLECTION 29
, INTRODUCTION
The focus of this assignment will be a content analysis of eight different
creative concepts and their characteristics that will be found in eight
advertisements from two separate publications. The publications identified
for the advertisements are April/May 2021 True Love magazine and May
2021 Woman & Home magazine. According to Du Plooy (2009:213) content
analysis is a methodology applied to explore, describe and infer
characteristics of messages. The content analysed will range from pictures
and graphics used, slogans, text applied, including headlines used in the
advertisements.
1. MAIN ISSUE
A quantitative and qualitative, cross-sectional study which aims to explore
and describe different creative concepts and their characteristics applied in
eight different selected advertisements in two different publications –
April/May 2021 True Love magazine and May 2021 Woman & Home
magazine by means of a content analysis.
2. RESEARCH CRITERIA
2.1 Relevance
The topic of creative concepts in adverts is relevant to communication
because advertising is an important subject in communication studies and
the major source of income for most publications. Advertisers know that
clients have diverse needs, and they are forced to communicate their
persuasive messages in imaginative ways (Du Plooy 2009:263). The
content analysis will explore and describe different creative concepts
used in advertisements and their characteristics.
1
(COM3706)
PORTFOLIO
STUDENT NUMBER:
Semester 1: Assignment 03
Unique assignment number: 609218
by
Janny Musiko Charles
,TABLE OF CONTENTS Page
1 MAIN ISSUE 1
2 RESEARCH CRITERIA 1
2.1 Relevance 1
2.2 Researchability 2
2.3 Feasibility 2
2.4 Ethical acceptability 2
3 EXTENT 2
4 POPULATION 3
4.1 Target population 3
4.2 Accessible population 3
4.3 Population characteristics 3
4.4 Unit of analysis 3
5 ASSUMPTIONS and SUB-ISSUES 4
5.1 Four assumptions & Four sub-issues 4
6 GOAL and OBJECTIVES 4
6.1 Nature of goal 4
6.2 Objectives 5
7 RESEARCH QUESTIONS 5
8 THEORETICAL APPROACH 5
9 RESEARCH DESIGN 8
9.1 Inductive and deductive reasoning 8
9.2 Objectives of research 9
9.3 Why nature of design is qualitative and quantitative? 9
9.4 Data collection method and method of analysis 10
10.1 Steps of critical content analysis 10
10.2 Levels of measurement 10
10.3 Sampling method 11
10.4 Contextualising samples 12
,10.5 Steps of data collection 12
11 DATA ANALYSIS 13
11.1 How the quantitative and qualitative data was analysed 13
11.2 Replication of the study 14
11.3 Tally sheet 14
12 FINDINGS 15
12.1 Qualitative findings 15
12.2 Accept or Reject Assumptions 24
13 CONCLUSION 25
SOURCES CONSULTED 28
ADDENDUM A: SELF-ASSESSMENT AND SELF-REFLECTION 29
, INTRODUCTION
The focus of this assignment will be a content analysis of eight different
creative concepts and their characteristics that will be found in eight
advertisements from two separate publications. The publications identified
for the advertisements are April/May 2021 True Love magazine and May
2021 Woman & Home magazine. According to Du Plooy (2009:213) content
analysis is a methodology applied to explore, describe and infer
characteristics of messages. The content analysed will range from pictures
and graphics used, slogans, text applied, including headlines used in the
advertisements.
1. MAIN ISSUE
A quantitative and qualitative, cross-sectional study which aims to explore
and describe different creative concepts and their characteristics applied in
eight different selected advertisements in two different publications –
April/May 2021 True Love magazine and May 2021 Woman & Home
magazine by means of a content analysis.
2. RESEARCH CRITERIA
2.1 Relevance
The topic of creative concepts in adverts is relevant to communication
because advertising is an important subject in communication studies and
the major source of income for most publications. Advertisers know that
clients have diverse needs, and they are forced to communicate their
persuasive messages in imaginative ways (Du Plooy 2009:263). The
content analysis will explore and describe different creative concepts
used in advertisements and their characteristics.
1
