Research Paper: Content Analysis of Nine Creative Concepts Found in Magazine Advertisements.

1392 Words Sep 25th, 2012 6 Pages
1 MAIN ISSUE
This research is a quantitative, cross-sectional, exploratory and descriptive content analysis of selected advertisements from two different magazines published in August 2012 using the nine different creative concepts as main emphasis.
2 RESEARCH CRITERIA
The main research problem deals with the use of creative concepts in advertisements which is a mass media issue and therefore contributes to the existing knowledge in communication studies. The issue is also of interest to the researcher as a media studies student. The main issue is researchable because it can be resolved by the collection of evidence. The research is feasible as the magazines relating to the problem area of the research are within the means of
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Content analysis is a research technique focused on the actual content of media texts including internal features. Du Plooy, GM (2009:261-264) identifies eight creative concepts: • Provoking curiosity- in this creative concept a desire to understand something unusual is provoked by the body copy,’ for an example’, in a Jaguar advertisement the body copy implies that the XF, XJ and XK models of Jaguar do things that machines cannot do.
• Promising a new or existing benefit for the user- in this creative concept the user of the product is promised an additional benefit for using or purchasing a product. ‘For an example’, the DKNY perfume advertisement promises an additional benefit to users. The advertisement claims a partnership with an organisation (CARE) that is helping to lift women all over the world out of poverty and as a result the fragrance is portrayed rightly so as more than a fragrance.
• Amplification of the product- this creative concept is used to explain or describe an element of the product that is not obvious. In an advertisement of FOREVER MARK diamonds, amplification concept is applied when the advertisement explains that the Forever Mark diamonds carry an exclusive Forever mark which according to the body copy only less than one percent of the world’s diamonds can carry that inscription or mark.
• Endorsing product claims- in this creative concept the advertisement support

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