Research Paper: Content Analysis of Nine Creative Concepts Found in Magazine Advertisements.
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 …show more content…
• Identifying the product with the targeted market- when this creative concept is used in an advertisement, the body copy will try to associate the product with its target market. ‘For example’ in the Dove soap advertisement, the dove soap is identified as a soap for extra sensitive skin associating people with sensitive skins with the soap. • Using a slogan repeatedly to establish a corporate identity- this creative concept is used repeatedly with each campaign to the point where an institution is identified by the slogan. In the Standard bank advertisement, the slogan, ‘Moving forward’,