Communication Research and Advertising Essay

1 MAIN ISSUEContent abstract of different fictive constructs and their characteristics using up in eight selected ads found in both publications hebdomad bothy magazines mystify and You of July 11, 2013.1.1Main figure criteriaCreative c at peerless timepts use in the advertisement depart play a meaningful role whether the app arnt motion succeeds or not. Pictures, text and captions atomic digit 18 but rough of the few items that ar commitd to structure the advertisement. In opposite instances, advertisers use unique restoration lines which enable them to be a attenuated above the rest.1.1.1Nature of enquiryThe inquiry approach is both qualitative and quantitative. The use of narrative data on the study prompted the adoption of qualitative approach. The quantitative approach came as a precede of a data that was counted and numerically measured.1.1.2Time holdingThe nature of the inquiry is cross-sectional. The study is conducted through the use of July 11, 201 3 editions of Drum and You. Both are every week magazines. Therefore research findings are limited to the abovementi superstard period.1.1.3ActionExploratory and descriptive studies are utilize to determine characteristics of seminal ideas use in selected advertisements for the research project. square off morepta endureing narrative report1.1.4IssueThe issue at authorise is to look at notional concepts utilize by several(a) advertisers from the selected advertisements start out in the July 11, 2013 editions of Drum and You.1.1.5MethodA fill analysis of two publications Drum and You and promotional pass ons carried through the use eight selected advertisements.2RESEARCH CRITERIA either study conducted has to meet research criteria. It had to be relevant, researchable, cost- in force(p) and should not violate acceptable h superstarst standards.2.1RelevanceDrum and You form part of the print media which re main(prenominal) vital comp angiotensin-converting enzyment of mass communication. Advertisers also utilise these platforms to reach bug out to the target market. As a result of that, the research issue is relevant and meets the criteria for communication research.2.2ResearchabilityEvery newspaper and magazine carries various advertisements. Advertisers pay for the space booked in the publication. The study bequeath therefore be tardily conducted due to the emergence number of businesses that used these platforms to assist their intimatelys and services. Every advertisement has atleast a fanciful concept.2.3FeasibilityDrum and You urinate been readily addressable. There were other daily and weekly newspapers to choose from. The same goes about magazines there were weekly and monthly magazines which were available at a designerable cost. 1 has chosen these two publications as they were already in the nabion. They form part of detectives rhythmic weekly and monthly read.Decision to choose the two publications was somehow put to work by the content they offer. The other one carries women issues while the next one is for soccer enthusiasts.2.4Ethical acceptabilityAdvertisements used entrust be acknowledged in the sources consulted section. The same allow apply about publications that carried them, Drum and You.3EXTENTTwo publications have been chosen to conduct the research they are July 11, 2013 editions of Drum and You both are weekly magazines. The study analyses fanciful concepts applied in the advertisements.3.1Brief punctuate of the publicationsIt is compulsive to know about the publications used for the study. In this research we use everyday weekly publications.3.1.1DrumDrum is a family magazine mainly aimed at blackened readers and contains market news, entertainment and feature articles. It was established in 1951 as Afri give the sack Drum by former test cricketer and author Bob scrunch and Jim Bailey. In 2005 Drum was described as the first black lifestyle magazine in Africa. Drums heyd ay in the mid-fifties fell between the Defiance Campaign and the tragedy at Sharpeville. This was the decade of potential inglorious emergence, the decade when the Freedom Charter was written. The aim was to promote an equal society. The Nationalist government responded with apartheid crackd declares and treason trials. Drum was a initiationate of naivety, optimism, frustration, defiance, courage, dancing, drink, jazz, gangsters, exile and death. The magazine described the world of the urban bootleg the culture, the colour, dreams, ambitions, hopes and struggles. The spikelet of the magazine was crime, investigative reporting, sex (especially if across the colour line) and sport. This was fleshed out by imaginative photography. The formula worked and made for compulsive reading. Each issue of Drum was read by up to nine people, passed from open to hand on the streets, in the clubs or on the trains. It became a symbol of Black urban life. About 240000 copies were distributed e ach month across Africa. This was more than any other Afri brush aside magazine. 3.1.2YouYou is a southwest African family magazine which is aimed at demographically diverse federation African English-speaking readers of different ethnicities with coverage on current yetts and interesting people. It has two sister magazines Huisgenoot (aimed at albumin and Coloured Afrikaans-speakingreaders) and Drum. The You magazine was launched in 1987 by Nasionale Pers, which later became Media24. You is published in ness townspeople. The publication covers human interest articles, celebrity news, both topical anaesthetic and international current affairs.3.2Geographical boundaryThe study willing be conducted in Bloemfontein, Free State. The researcher is based in the Free State corking hence the reason for the study to be conducted in the area.3.3Nature of the date dimensionThis is a cross-sectional study which will be conducted through the use of Drum and You July 11, 2013 editions. Drum has variety of advertisements targeting general society, from body lotions to luxury vehicles. You on the other hand had advertisements such(prenominal) as education, mens wellness promotions and cellphones. The study will be conducted between July and September 2013.3.3.1Motivation for choice of timeBoth copies of Drum and You have been purchased a few weeks after one has registered for the course parley Research (COM3706). Advertisements which met basic requirements for the assignment were readily available. This is the main reason why the choice of time is relevant to pursue the study.4POPULATION match to Van Rensburg (2010150) a macrocosm can be defined as the entire conference of persons or set of objects and events the researcher wants to study.4.1Target population accord to Du Plooy, GM (2009109) target population is the actual population to which the study is used to generalise results.The population for the study has to be all the newspapers and magazines from wh ich various advertisements were reviewed beforehand a final decision was taken by the researcher. Eventually two publications Drum and You were set. Four advertisements have been selected from each publication. Both copies have carried umpteen other advertisements but the assignments requirement is to select respectable four of them from a copy.The researcher has gone through weekly and pass newspapers. They included Sowetan, Daily Sun, The Citizen, The New Age, Mail & Guardian, City Press and sunlight Times. On the other hand magazines included KickOff, Move, Real, Soul, True Love, Drum and You.4.2Accessible populationIn this regard, the accessible population is the publications from which the sample will be worn for the study. Drum and You are conveniently available for the researcher to get word advertisements that will be analysed for research purposes.4.3Population characteristicsAdvertisements comprise various creative concepts to make whizz of the meaning and messag es conveyed to the target market. Therefore various population parameters have been used to achieve advertisers goal with the published promotion. In the study, we have seen how pictures, punchy headlines, well- anatomyed texts, among others, were used to outline different creative concepts. Below is the list of four population characteristics that one reported about in the research findings. Colour codes applied advertise Photographs Body copy Text visuals4.4Units of analysisThe smallest units that were analysed for the study, among others, include well-designed texts to differentiate real products from that of their competitors. Pictures of the advertised products were also attached.In Drum, DSTV, Rajah, Playtex and Edgars advertisements have been identifiedfor the research. On the other hand, in You the researcher has identified advertisements of Kentucky Fried Chicken (KFC), Samsung, Dermalex and Regal deary Health.Various eye-catchers have been applied in the advertisement s used for the study. Subheadings were punchy, but we cannot support if they were indeed factual. Headlines and pictures seemed to complement each other. So far, headings that promised customers benefit step forwarded to work the best. unmatchable has analysed pictures and graphics used, slogans, text applied, including headlines used in the advertisement.The abovementioned elements form a backbone in making sense of creative concepts.5ASSUMPTIONSLingerie designers use juvenile, well-favored ladies in their promotional campaigns to drive the message home that their underwears will make them look stunning and energetic.Advertisers use slogans to catch the attention of consumers and thus ensuring that they easily recall their products. And more importantly, they were able to differentiate them from those of their competitors.Amplification creative concept becomes a must when advertisers promote expensive goods such as cars. post names are repeated more than once in the advertiseme nts and this is do through the use of well-designed texts, logotypes and pictures.5.1Sub issuesDo lingerie designers use young and gorgeous ladies to promote their wears?Do advertisers use slogans to get the attention of consumers in order to ensure that they recall their products and not confuse them with those oftheir competitors?Is an working out creative concept a must when advertisers promote expensive goods such as cars?Do brand names get repeated more than once in the advertisements through the use of well-designed texts, logos and pictures?6GOAL and OBJECTIVESThe study seeks to investigate practicable issues which are creative concepts used in advertisements.6.1Nature of the goalThe nature of the research is applied goal. The researcher has investigated how creative concepts can be more good in the advertisements. The study is more practical as one had to cut advertisements from both Drum and You magazines before they could be converted into soft mutation via the use of a scanner.6.2Relationship of goal to the main issueBy its own nature applied communication research is descriptive and explorative. This is also the show window with the study the researcher is persuading.The explanatory objective is as a result of practical exercises to be conducted throughout the course of the study. The descriptive objective is as a result of determining how creative concepts will be applied in the selected advertisements from Drum and You.7RESEARCH QUESTIONSDoes the use of young models in lingerie effective to attractive customers and connect them with the benefits of the advertised underwears?Can advertisement de put outr the good message to the intended audience even if the slogan was not applied to the optimum use?Why is it so vital to use elaborateness creative concept over others when promoting expensive goods such as vehicle?What is the role played by headlines, pictures and copy text in transport the advertisement message?8THEORETICAL APPROACHThe th eory that is applicable for the study will be explained through both connotative and explicit. Some of the creative concepts used are attached to literal meaning while others are figurative.For instance, some beauty products claimed that they will enhance the skin of young ladies and they will appear more attractive than ever before after using their lotions. The use of young models offered the literal meaning as one could easily bloke with what was seen on the photo accompanying the advertisement. syndicates and Johnsons African Nurture are case in point in this regard. figural meaning, for example, can be seen in the Toyota Etios advertisement. The words such as, Take your grin for a test drive. It was a figurative expression that one will be happy to drive the car and the testimony of that can be found in the test drive.8.1What each creative concept meanPink is the feminine colour. The Ponds and Johnsons African Nurture advertisements made use of the colour as they promote wom ens beauty products.The happy looking ladies, who have been used as the faces of these products, somehow, were a sign of the benefit that comes with their use.The promise of benefit was one of the central creative concepts. The ladies were used as a proof to the claim that was made by the advertisers that their products will do wonders for the users.Another colour that was used by the advertisers was yellow. The denotative meaning of the colour was happiness. The Toyota Etios advertisement promised users some excitement as they will be smiling. The yellow colour was used extensively in the background of the advertisement.The same colour yellow was used heavily in even so another Johnsons African Nurture advertisement. We have seen a group of young gorgeous ladies, mostly dressed in yellow dresses, overjoyed after using the beauty-enhancing product.A factual approach was applied that one can hammer on was in the SuperSport advertisement of HD-PVR Decoder. Action pictures of footba llers such Orlando Pirates striker Benni McCarthy and Chelsea forward Fernando Torres have been used to back up the story.Over and above watching high definition pictures on television, viewing audience will have the benefit of watching best football matches in Europe the live coverage of Barclays Premier conference, Spanish La Liga, Germans Bundesliga, South Africas Premier Soccer League and the UEFA Champions League matches.Slogans on the other hand form a vital component. The advertisements of Peugeot, Toyota and Ponds were among those that have used this creative concept to back up their brands.A detailed explanation of the new Toyota Etios summed up the use of amplification creative concept in the advertisement. Users were informed in not so many words about the benefits of the car and which features have been installed.Both the Johnsons African Nurture advertisements were loaded with the appeal creative concept. They were specifically targeted at African women.The SuperSpor t advertisement provokes curiosity while it also had the slogan on, human beings of champions. They urge readers and welcome them to the nextlevel. It was a metaphor used to urge readers to use HD PVR Decoder for better and quality television pictures.The Scorpion judicial Protection advertisement urged the consumers to take action by enlisting their legal services from as little as R39. Clients were also provided with an sms number for promote clarity.A classic example of the use of brand name in the advertisement was visible in the Peugeot promotion. It was repeated with words and pictorially with the logo emblazoned.9RESEARCH DESIGNThe research design is both qualitative and quantitative.9.1Qualitative designThe design is relevant as the study will identify and quiz various creative concepts used on eight selected advertisements. Effectively this also serves to examine elements that distinguished various advertised products from those of their competitors. Creative concepts r emain fundamental heftiness of each advertisement.The critical aspect in this regard is the fact that the design is all about analysing content from, among others, pictures, texts, messages used from selected advertisements for the purpose of the study.The study will go further to analyse data by comparing findings from all identified advertisements. The researcher will look at the similarities and differences spotted on the selected advertisements.The comparative analysis comes as a result of explanations of similarities and differences found in eight selected advertisements which prompt the study. This, after having realised how various advertisers use creative concepts in getting messages across.9.2Quantitative designThe researcher will count the number of creative concepts applied in each an every single advertisement selected. The figures will be presented on the tally tag.The tally sheet will show in detail which advertisement that has used many creative concepts compared to others. However, we cannot make a claim directly that there was a commonplace and obvious creative concept appearing most often or less often in any advertisement.9.3Inductive reasoningThis was applicable as the researcher has interpreted the collected data for the study. For example, the use of certain colours such pink and purpose would best be aligned with femininity. This was the reason why Playtex has resorted to these colours for their advertisement.9.4Deductive reasoningThe researcher looks on how general assumptions tie in to the advertisement messages are applied. For instance, creative concepts remain the lifeblood of each an every advertisement.9.5Methods and techniques to collect qualitative dataThe researcher will read and look intently on how advertisements are crafted. How the graphics, pictures, headline texts and words, among others, are put together in building creative concepts and eventually producing the advertisements.We get to record the meaning even thou gh connotative and denotative messages are delivered to draw the attention of the readers. One had to understand the style and language used and its relevance to the advertisement.The researcher looks on how certain colour codes are applied to ensure certain advertisements live to the theme of the promoters.9.6Methods and techniques to collect quantitative dataContent analyses of various advertisements as well as inferential statistics of the number of creative concepts used were fundamental in this regard.As outlined earlier, the outcomes to this fact had been presented in the tally sheet as appeared in the data analysis section.10CONCLUSIONS11SELF-ASSESSMENT AND REFLECTIONSLearntSkillsShortcomingsOutcomesSOURCES CONSULTEDBarker, R & Angelopulo, G. 2009. Integrated Organisational dialogue. Cape Town Juta. Du Plooy, T. 2001. Communication research. Only study guide for COM306D. Pretoria University of South Africa. Du Plooy, GM. 2009. Communication research Techniques, methods and a pplications. Cape Town Juta. Fourie, PJ (ed). 2009. Media Studies Volume 3 Media content and media audiences. Cape Town Juta. Johnsons African Nurture advertisement. 2012a. Real, August 2. Johnsons African Nurture advertisement. 2012b. Real, August 47. Koekemoer, L (ed). 2005. Marketing Communications. Cape Town Juta. Peugeot advertisement. 2012. KickOff, August 5.Ponds advertisement. 2012. Real, August 51.Reid, J & Van Heerden, M (eds). 2009. Media studies media content and media audiences. Only study guide for COM303A. Pretoria University of South Africa. Scorpion sub judice Protection advertisement. 2012. KickOff, August 22. SuperSport advertisement. 2012. KickOff, August 83.Toyota advertisement. 2012. Real, August 111.University of South Africa. 2012. Department of Communication Science. CMNALLE. Important guidelines and Information regarding your studies University of South Africa. University of South Africa. 2012. Department of Communication Science. Communication Research. T utorial garner 101/2012Semesters 1 and 2 University of South Africa. University of South Africa. 2012. Department of Communication Science. Communication Research. Tutorial Letter 102/2012 Semesters 1 and 2 University of South Africa. University of South Africa. 2012. Department of Communication Science. Communication Research. Tutorial Letter 103/2012 Semesters 1 and 2 University of South Africa. Van Rensburg, GH. 2010. Research in the neighborly sciences. Only study guide for RSC2601. Pretoria University of South Africa. Vaseline advertisement. 2012. KickOff, August 17.SELF-ASSESSMENT AND SELF-REFLECTIONThe researcher has learnt about effective techniques of how to collect research data, analyse and interpret for both the research proposal and the final study. One has also been able to identify and solve research problems.Important skills earned from the study were to understand how advertisements can use more than one creative concept to convey the message to the users. The con cepts used completed each other and pointed out to different angles of the final output. It goes without saying that one has managed and was able to interpret print advertisements accurately.To get to understand subproblems and underlying assumptions in the research study and how to formulate relevant research questions.In addition to that, the researcher is now able to craft relevant research designs that are appropriate for investigating the main research problem.A notable shortcoming of the study was that it could not address all the problems identified as the advertisements were already been printed. But could only make certain inputs. repayable to the changes in the market, researchers were prompted to always come with the ways and ideas of overcoming these challenges and gauging the emotions of consumers.