Creative Concepts Essay

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DECLARATION

I, the undersigned, I 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 and techniques.

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

TABLE OF CONTENTS PAGE
DECLARATION
1 MAIN ISSUE 1
2 RESEARCH CRITERIA 1
3 EXTENT 1
4 POPULATION 1-2
5 ASSUMPTIONS AND SUB-ISSUES 2
6 GOAL AND OBJECTIVES 2
7 RESEARCH QUESTIONS 2-3
8 THEORECTICAL APPROACH 3-4
9 RESEARCH DESIGN 4
10 DATA-COLLECTION METHODS AND TECHNIQUES 4-5
10.1 The research method 4-5
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Assumption 3
Each advertisement applies more than one creative concepts.
• Sub-issue
Does each advertisement apply more than one creative concept? Assumption 4
Academic advertisements use more than one creative concept per advertisement.
• Sub-issue
Do academic advertisements use more than one creative concept per advertisement?

6 GOAL AND OBJECTIVES
The nature of the goal is applied because practical issues are investigated and the objectives is to explore and describe creative concepts appearing in all selected advertisements by determining the characteristics of creative concepts in selected advertisements.

7 RESEARCH QUESTIONS
• Which creative concepts are used in selected advertisements??
• Is more than one creative concept used in all advertisements?
• If more than one creative concept is used in some advertisements, which advertisements are they used in?
• Is there any particular creative concept which is found in all advertisement?
8 THEORETICAL APPROACH

Content analysis is the images, content and text that are found in advertisements and its message.

• Benefit – stand to gain something extra
Example: Ponds advertisement found in the Drum magazine: Stand a chance to win 1 of 40 bursaries plus receive R5 off your next purchase of Ponds lasting oil control vanishing cream.

• Curiosity – A desire to know about people or things
Example: IQ academy advertisement found in Drum
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