COMMUNICATION
RESEARCH:
TECHNIQUES,
METHODS AND
APPLICATIONS.
COM3706
PORTFOLIO
EXAMINATION
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DECLARATION OF OWN WORK
I,
(NAME and SURNAME) confirm that:
this MODULE contains my own, original ideas and work
those ideas, or work, that are not my own, have been cited through the prescribed
referencing system which I have familiarised myself with in Tutorial Letter CMNALL/E/301
I have not submitted the ideas or work contained in this MODULE for any other tertiary
education credit
Policy on Research
Ethics.pdf
I have read the University’s Policy of Research Ethics
I have read and understood the PLAGIARISM POWERPOINT FOR UNDER-GRADUATE
STUDIES (available under “Additional Sources” on myUnisa)
I have familiarised myself with the library guides ON PLAGIARISM AND
ETHICS offered by Unisa’s library: https://libguides.unisa.ac.za/research-
support/plagiarism
I have read and understood Unisa’s Policy for Copyright Infringement and Plagiarism, and I
am aware that plagiarism is punishable in terms of the Copyright Act 98 of 1978 and I have
read the regulations of the University of South Africa in this respect, available online:
https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for%20admission/Docu
ments/Policy_copyright_infringement_plagiarism_16November2005.pdf
STUDENT NUMBER
SIGNATURE DATE
WITNESS DATE
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TABLE OF CONTENTS PAGE
INTRODUCTION 5
1 MAIN RESEARCH ISSUE 6
2 RESEARCH CRITERIA 6
2.1 Relevancy 6
2.2 Researchability 6
2.3 Feasibility 6
2.4 Ethical acceptability 7
3 EXTENT 7
4 POPULATION 7
4.1 Target population 7
4.2 Accessible population 8
4.3 Four population characteristics8
4.4 The units of analysis 8
5 ASSUMPTIONS AND SUB-ISSUES 8
5.1 Assumptions 8
5.2 Sub-issues 8
6 GOAL AND OBJECTIVES 9
6.1 Goal 9
6.2 Objectives 9
6.2.1 Exploratory objective 9
6.2.2 Descriptive objective 9
7 RESEARCH QUESTIONS 10
8 THEORETICAL APPROACH 10
8.1 Content analysis 10
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8.2 Eight elements of creative concepts 11
8.2.1 Benefit 11
8.2.2 Curiosity 11
8.2.3 Amplification 11
8.2.4 Claims and Proof 12
8.2.5 Action 12
8.2.6 Brand name 12
8.2.7 Appeals 12
8.2.8 Slogan 13
9 RESEARCH DESIGN 13
9.1 Methods of reasoning 13
9.1.1 Inductive reasoning 13
9.1.2 Deductive reasoning 13
9.2 Objectives of the research 13
9.3 Nature of research design 14
9.3.1 Quantitative research design 14
9.3.2 Qualitative research design 14
9. Methods used to collect data 14
10 DATA COLLECTION METHODS AND TECHNIQUES 14
10.1 Research method 14
10.2 Level of measurement 15
10.2.1 Four levels of measurement used in research 15
10.2.2 Two levels of measurement applicable to this research study 15
1.2.3 Eight creative concepts to be analysed and described 15
10.3 Sampling method 16
10.3.1 How sampling was done 16
10.4 Sample size drawn 16
10.4.1 Context of the sample sizes against accessible populations 16
10.5 Data collection procedures/techniques 17
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11 DATA ANALYSIS 17
11.1 Qualitative and quantitative data analysis 17
11.2 Replicability 18
11.3 Tallying of data 18
11.3.1 Analysis of the tally sheet 19
12 FINDINGS 19
12.1 Eight creative concepts explored and described by means of a content analysis 19
12.2 Characteristics of creative concepts with evidence from each selected 20
Advertisement, including copies of the eight advertisements used
12.3 Acceptance/rejection of assumptions 28
13 CONCLUSION 29
14 SELF-ASSESSMENT AND SELF-REFLECTION 30
SOURCES CONSULTED 31
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INTRODUCTION
This research is a cross-sectional study that study aims to explore and describe by means of a
content analysis of eight different creative concepts applied in eight different selected
advertisements found in two different publications. The eight different advertisements selected are
herbal green, sofnfree, chinaga, power gro, outsurance, Elastoplast, caivil just for kids and
HALLMARK advertisements. The advertisements were selected from two South African publications,
Drum and You magazines, purchased in Johannesburg on the 05th of May 2021. The study uses
qualitative and quantitative research methodologies to collect the data that needs to be analysed.
This research is guided by main issue, research criteria, extent, population, assumptions and sub-
issues, goal and objectives, research questions, theoretical approach, research design, data-
collection methods and techniques, data analysed, findings and a conclusion provided at the end of
the research study. The units studied in Du Plooy (2009) to further provide guidance and insight on
this research study are unit 2- Steps in the research process, unit 3- data collection: sampling,
meaning, questioning, and observing, unit 4- procedures followed when applying a research design
and interpreting research data and unit 5- research of advertising, mass-media, audiences, and
mass-media efficiency.
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1 MAIN RESEARCH ISSUE
The research conducted in this portfolio is a quantitative and qualitative, cross-sectional research
study that aims to explore and describe by means of a content analysis eight different creative
concepts and their characteristics, applied in 8 different selected advertisements found in two
different magazine publications which in this research are Drum magazine (Anniversary issue April:
2021) and You magazine (Issue 753 May: 2021).
2 RESEARCH CRITERIA
When selecting a research problem area, at least four criteria should be met, namely relevancy,
researchability, feasibility and ethical acceptability. Research issues are relevant to the researcher,
institution and the community.
2.1 Relevancy
‘’Although the question of relevance may be arguable and a matter of degree, it’s appropriateness
to communication has to be apparent or motivated in an unbiased manner’’ (Du Plooy 2009:53). The
eight different creative concepts are applicable to marketing communication and analysing this
advertising creative concepts is vital because advertisements are the best way in which advertisers
communicate with consumers through print or mass media. The eight advertisements from the two
magazines, Drum and You, being used for this content analysis form part of a marketing strategy
used in communication. Both Drum and You magazine are classified as print media and they are a
vital component of mass media. The content analysis for this research will test and evaluate how
well advertising messages are working and to follow or track any changes, purchase intent and
knowledge of the brand. It is important to study advertisements and their messages in order to
determine why people buy specific brands or products, or why people prefer certain products,
brands or services to other. This assists the researcher to understand consumer behaviour.
2.2 Researchability
Researchability refers to whether or not the problem can be solved or probable solutions anticipated
by collecting evidence (Du Plooy 2009: 53). The issue in this assignment is researchable because the
problem can be resolved or meet probable solutions by means of collecting evidence through
quantitative and qualitative research study. The data in this research can be collected by means of
drawing a representative sample of the units of analysis- eight different creative concepts and their
characteristics used in advertisements, from the target or accessible population- all
magazines/newspapers and advertisements in South Africa published between the period of April
2021 and May 2021. For the purpose of this research, the publications used to draw samples of eight
different advertisements are Drum magazine (Anniversary issue April: 2021) and You magazine (Issue
753 May: 2021). The characteristics of the creative concepts found in the 8 advertisements from
both publications will be explored and described by means of a content analysis to determine if
there are similarities, differences, trends or themes.
2.3 Feasibility
‘’The feasibility of investigating a problem area is normally dependent on the resources available.
These resources include funds for expenses, the expertise of the researcher and other investigators,
access to data, the cooperation of the people involved, and time considerations’’ (Du Plooy 2009:
53). The publications used for the research is Drum magazine and You magazine. The research is
