Do not copy this assignment verbatim or you will be flagged for
plagiarism. This document contains the answers for the COM3706
semester 1 assignment 1 question. Please use this document as a
guide. Goodluck!
1
,Main issue
This is a qualitative, qualitative, and cross-sectional study that has the objective to
delve into and to illustrate the various concepts which include the characteristics that
have been applied in eight different advertisements from two publications using the
process content analysis. The two chosen publications are the YOU magazine (14
January 2022 ed.) and the Drum magazine (9 February 2022 ed.).
Research Criteria
Relevance
The research problem has to be relevant to communication regardless of whether
the goal is applied or basic research. Both the Drum magazine and You magazine
form part of the mass communication industry. The research aims to explore and
describe messages being conveyed in these advertisements.
Researchability
According to Du Plooy (2009:53) regardless of whether the identified problem area is
researchable or not depends on whether the problem merits scientific research.
There are various articles readily available by the publications Drum and the YOU
magazine. For this reason, the research can be done through the investigation of 8
articles.
Feasibility
The research is feasible as information has been made easily accessible by both
publications YOU and the Drum magazine. The You magazine can be purchased at
a local store for R36 or can be accessed online. The You magazine releases new
content on a weekly basis. The Drum magazine is R36 and is available at most
stores and can be accessed online. The Modern Wellness Magazine releases new
content every week.
Ethical acceptability
The ethical acceptability of a research is determined as to whether or not suitable
procedures were followed, such as voluntary participation of subjects and informed
consent. According to Du Plooy (2009) intracoder reliability tests are used when a
researcher is conducting research on their own. Data must be analysed twice, a
week apart, to make sure that data is not misinterpreted. This method will ensure
that the creative concepts in the advertisements are accurately identified and
defined. The fundamental goal of intercoder reliability tests is to ensure that data is
collected and handled in a fair and unbiased manner.
As a researcher, when conducting research, I analysed the 8 advertisements over
the period of two weeks to ensure ethical acceptability. The first analysis was
conducted on the 15th of January 2022, where I identified the creative concepts in my
chosen advertisements. The second analysis took place on the 27th of February
2022. This ensured that my research was handled and gathered without bias and
with honesty.
2
, Extent
The research was carried out on Drum magazine, 9 February 2022 ed., and the You
magazine, 14 January edition weekly edition. The research is a cross-sectional study
and was conducted from the 15th of January 2022 to the 27th of January 2022
between 10am and 8pm in Fourways, Sandton in Johannesburg, South Africa as it is
the place where the researcher is currently residing.
Population
A population can be described as an entire group of individuals or set of objects as
well as events that the researcher wants to study. A population is made up of all the
factors that the researcher is interested in.
Target population
This study's target population consists of the four advertisements picked from Drum
magazine and You magazine. Both publications included a wide range of adverts,
but the researcher picked the ones that expressed the most creative concepts.
Accessible population
The accessible population for this study are all 8 chosen advertisements that have
been selected by the researcher. Four advertisements have been published by Drum
and the other four advertisements have published by You.
Population characteristics
Population characteristics refers to the various creative concepts that have been
applied to the advertisement (University of South Africa, 2021: 17).
• All eight of the chosen advertisements have catchy slogans.
• All chosen advertisements make use of photographs and attractive text.
• All of the advertisements have been published by a magazine.
• All chosen advertisements are written in English.
Unit of Analysis
The units of analysis of the chosen advertisements are their creative concepts and
characteristics.
Assumptions & Sub-issues
Assumption 1: Each advertisement in the Drum magazine has more than one
creative concept.
Sub-issue 1: How many creative concepts have been used in the advertisements
published Drum Magazine?
Assumption 2: The advertisements in the You magazine use alluring text and
memorable phrases.
Sub-issue 2: Do the attractive texts and catchy phrases advertisements in the You
magazine attract the audience’s attention?’
3
plagiarism. This document contains the answers for the COM3706
semester 1 assignment 1 question. Please use this document as a
guide. Goodluck!
1
,Main issue
This is a qualitative, qualitative, and cross-sectional study that has the objective to
delve into and to illustrate the various concepts which include the characteristics that
have been applied in eight different advertisements from two publications using the
process content analysis. The two chosen publications are the YOU magazine (14
January 2022 ed.) and the Drum magazine (9 February 2022 ed.).
Research Criteria
Relevance
The research problem has to be relevant to communication regardless of whether
the goal is applied or basic research. Both the Drum magazine and You magazine
form part of the mass communication industry. The research aims to explore and
describe messages being conveyed in these advertisements.
Researchability
According to Du Plooy (2009:53) regardless of whether the identified problem area is
researchable or not depends on whether the problem merits scientific research.
There are various articles readily available by the publications Drum and the YOU
magazine. For this reason, the research can be done through the investigation of 8
articles.
Feasibility
The research is feasible as information has been made easily accessible by both
publications YOU and the Drum magazine. The You magazine can be purchased at
a local store for R36 or can be accessed online. The You magazine releases new
content on a weekly basis. The Drum magazine is R36 and is available at most
stores and can be accessed online. The Modern Wellness Magazine releases new
content every week.
Ethical acceptability
The ethical acceptability of a research is determined as to whether or not suitable
procedures were followed, such as voluntary participation of subjects and informed
consent. According to Du Plooy (2009) intracoder reliability tests are used when a
researcher is conducting research on their own. Data must be analysed twice, a
week apart, to make sure that data is not misinterpreted. This method will ensure
that the creative concepts in the advertisements are accurately identified and
defined. The fundamental goal of intercoder reliability tests is to ensure that data is
collected and handled in a fair and unbiased manner.
As a researcher, when conducting research, I analysed the 8 advertisements over
the period of two weeks to ensure ethical acceptability. The first analysis was
conducted on the 15th of January 2022, where I identified the creative concepts in my
chosen advertisements. The second analysis took place on the 27th of February
2022. This ensured that my research was handled and gathered without bias and
with honesty.
2
, Extent
The research was carried out on Drum magazine, 9 February 2022 ed., and the You
magazine, 14 January edition weekly edition. The research is a cross-sectional study
and was conducted from the 15th of January 2022 to the 27th of January 2022
between 10am and 8pm in Fourways, Sandton in Johannesburg, South Africa as it is
the place where the researcher is currently residing.
Population
A population can be described as an entire group of individuals or set of objects as
well as events that the researcher wants to study. A population is made up of all the
factors that the researcher is interested in.
Target population
This study's target population consists of the four advertisements picked from Drum
magazine and You magazine. Both publications included a wide range of adverts,
but the researcher picked the ones that expressed the most creative concepts.
Accessible population
The accessible population for this study are all 8 chosen advertisements that have
been selected by the researcher. Four advertisements have been published by Drum
and the other four advertisements have published by You.
Population characteristics
Population characteristics refers to the various creative concepts that have been
applied to the advertisement (University of South Africa, 2021: 17).
• All eight of the chosen advertisements have catchy slogans.
• All chosen advertisements make use of photographs and attractive text.
• All of the advertisements have been published by a magazine.
• All chosen advertisements are written in English.
Unit of Analysis
The units of analysis of the chosen advertisements are their creative concepts and
characteristics.
Assumptions & Sub-issues
Assumption 1: Each advertisement in the Drum magazine has more than one
creative concept.
Sub-issue 1: How many creative concepts have been used in the advertisements
published Drum Magazine?
Assumption 2: The advertisements in the You magazine use alluring text and
memorable phrases.
Sub-issue 2: Do the attractive texts and catchy phrases advertisements in the You
magazine attract the audience’s attention?’
3
