Mark Davis Visser (3089 4522)

Communication Research

Com 3706

Assignment 01 (Semester 1 unique assignment number: 785317)

I, the undersigned, 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
techniques.

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

My name: Mark Davis Visser

My student number: 3089 4522

Date: 3 August 2014

A witness’ name: Justin Visser

TABLE OF CONTENTS PAGE

1 MAIN ISSUE 3

1.1 NATURE 3

1.2 TIME DIMENSION 4

1.3 ACTION (OBJECTIVES) 4

1.4 ISSUE 4

1.5 METHOD 4

2 RESEARCH CRITERIA 4

2.1 RELEVANCE 4

2.2 RESEARCHABILITY 4

2.3 FEASIBILITY 5

2.4 ETHICS 5

2.4.1 People 5

2.4.2 Data: Handling of Data 5

3 EXTENT 6

4 POPULATION 6

4.1 TARGET POPULATION 6

4.2 ACCESSIBLE POPULATION 6

4.3 POPULATION CHARACTERISTICS 7

4.4 UNIT OF ANALYSIS 7

5 ASSUMPTIONS AND SUB-ISSUES 7

6 GOAL and OBJECTIVES 8

6.1 GOAL 8

6.2 OBJECTIVES 8
7 RESEARCH QUESTIONS 9

8 THEORETICAL APPROACH 9

8.1 CONTENT ANALYSIS 9

8.2 CREATIVE CONCEPTS 10

8.2.1 Benefit

8.2.2 Curiosity 10

8.2.3 Amplification 10

8.2.4 Proof 10

8.2.5 Action 11

8.2.6 Brand 11

8.2.7 Familiarity 11

8.2.8 Slogans 11

8.2.9 Factual Approach 11

8.2.10 Emotional Approach 11

9 RESEARCH DESIGN 12

9.1 METHODS OF REASONING 12

9.1.1 Inductive 12

9.1.2 Deductive 12

9.2 OBJECTIVES 13

9.1.1 Describe 13

9.1.2 Explore 13

9.3 COLLECTION AND ANALYSIS OF DATA 13

9.4 FLEXIBILITY 14

10 DATA COLLECTION 14

10.1 CONTENT ANYLYSIS 14

10.1.1 Qualitative 14

10.1.2 Quantitative 14

10.2 MEASUREMENT 15

10.2.1 Nominal 15

10.2.2 Ratio 15

10.3 SAMPLING METHOD 16

10.4 SAMPLING CONTEXT 16

10.5 COLLECTING DATA 16

10.5.1 Quantitative methods 17

10.5.2 Qualitative methods 17

11 DATA ANYLYSIS 17

11.1 QUALITATIVE DATA ANALYSIS 21

12 FINDINGS 21

13 CONCLUSIONS 23

13.1 RESEARCH QUESTION 1 23

13.2 RESEARCH QUESTION 2 23

13.3 FURTHER RESEARCH 24

SELF-ASSESSMENT AND SELF-REFLECTION 24

SOURCES CONSULTED 25

ADDENDUMS 30

1 MAIN ISSUE

1.1 NATURE

Explore and describe, by means of qualitative and quantitative

content analysis, the characteristics of ten creative concepts
and their creative application in ten different adverts, found
in two different publications: cross sectional. How are
creative concepts used in print adverts?

1.2 TIME DIMENSION

This cross sectional is observational in nature and is known

as descriptive research, not causal or relational. Information
that is present in a population will be recorded, but
variables will not be manipulated. 1.3 ACTION (OBJECTIVES)

This type of research can be used to describe characteristics

that exist in a population, but not to determine cause-and-
effect relationships between different variables.

1.4 ISSUE

To establish and reconcile questions and answers regarding

creative concepts and the manner in which these concepts are
used in print adverts in order for the product (which is being
advertised) to become a successful seller in the consumer
market.

1.5 METHOD

The method being applied will be used to make inferences about

possible relationships or to gather preliminary data to
support further research and experimentation.

2 RESEARCH CRITERIA

2.1 RELEVANCE

Advertising is directly associated to promotion, which makes

the subject relevant to communication science.

2.2 RESEARCHABILITY

The issue can be examined by accumulating and discovering the

creative concepts of eight different advertisements from two
different magazine or newspaper publications.
2.3 FEASIBILITY

The analysis is feasible as there are not many resources

required, and it is easy and reasonably priced to purchase two
magazines.

2.4 ETHICAL ACCEPTABILITY

The research deals with eight advertisements from two

publications, it will consequently be ethically adequate
because no persons are involved, so no damage can be done.

2.4.1 Handling of data

Bias is defined as any tendency which prevents unprejudiced

consideration of a question. In research, bias occurs when
“systematic error gets to be introduced into sampling or
testing by selecting or encouraging one outcome or answer over
others”. Bias can occur at any phase of research, including
study design or data collection, as well as in the process of
data analysis and publication. Avoiding bias is very
important, because it can occur in the planning, data
collection, analysis, and publication phases of research.
Understanding research bias allows readers to critically and
independently review the scientific literature and avoid
treatments which are suboptimal or potentially harmful.

We argue that reliability and validity remain appropriate

concepts for attaining rigor in qualitative research. We argue
that qualitative researchers should reclaim responsibility for
reliability and validity by implementing verification
strategies integral and self-correcting during the conduct of
inquiry itself.

This ensures the attainment of rigor using strategies inherent

within each qualitative design, and moves the responsibility
for incorporating and maintaining reliability and validity
from external reviewers’ judgements to the investigators
themselves.

3 EXTENT
The research will be done in two magazines, namely TopCar
magazine and Autotrader magazine from 1 August 2014 and 1
October 2014 respectively . Both of these magazines deal with
new cars, car comparisons, entertainment, car racing news and
lifestyle. My motivation for selection of these two titles is
mostly because these magazines are very well known to the
public and has been in circulation for more than two decades.
I also believe that most readers buy them because of their
reliability and up-to-date information regarding the latest
motor vehicle news in South Africa. This is a cross sectional
study, done on the 2014 August 1st issues, because of their
vast variety of motor vehicle news, road tests and motorsport,
these magazines provide an extensive and in depth news
coverage of all the latest motoring information that is up to
date. The research will be done from my study desk and my
computer, because I only need the internet to serve as an
updated system to gather information needed.

Advertising research will be done to the extent that will

determine the product positioning, to assist in selection of
the target market, advertising and messages or media vehicles.

4 POPULATION

The population points to printed adverts of the magazines nl:

TopCar and Autotrader.

4.1 TARGET POPULATION

The target population are magazines which mainly consists of

the latest automobile news in South Africa as well as around
the world.

4.2 ACCESSIBLE POPULATION

Autotrader and TopCar, advertises mostly new and used cars for
sale in South Africa. I’ve decided to use these magazines
because of its popularity over the past twenty years. Apart
from motor vehicle advertisements and news in these these
magazines, numerous advertisements concerning various motor
vehicle insurance advertisements can be found.

4.3 POPULATION CHARACTERISTICS

Ads should not leave people wondering what the message was all
about or leave them having a light-bulb moment hours later and
going - ohhhh!... so that's what it's all about!
Advertisements, should never allow their brand or product to
have this 'after-effect' on the target audience. Concepts make
or break the brand/product, thus audiences should be assured
that the concept they are looking at resonates with a specific
brand essence.

4.4 UNIT OF ANALYSIS

The unit of analysis is the major entity that I am analyzing

in the study. It is the ‘what’ or ‘who’ that is being studied.
Units of analysis are essentially the things we examine in
order to create summary descriptions of them and explain
differences among them.

5 ASSUMPTIONS AND SUB-ISSUES

1. ASSUMPTION: Different advertisements use different

creative concepts.

SUB-ISSUE: Do different advertisements use different creative

concepts.

2. ASSUMPTION: Most advertisements will have slogans.

SUB-ISSUE: Will most advertisements have slogans?

3. ASSUMPTION: Advertisements should promise a benefit for

the consumer.

SUB-ISSUE: Benefits arriving as a result of a creative concept

will include, ‘whether or not the actual advertisement will
can be completely trusted with regards to its promises’.

4. ASSUMPTION: Advertisements will have labelling on it.

SUB-ISSUE: Will there be labelling in all advertisements?

 Those aspects that are applicable to the main problem
need to be recognized, to categorize sub-issues relevant to
the main research problem (GM du Plooy, 2009: 56).

6 GOALS AND OBJECTIVES

6.1 GOAL

The goal of this research is to conduct practical

communicative research to see if the theory applies to the
hands-on examples which are the advertisements. The research
is applied because the advertisements in itself, promotes and
sends many different types of messages (subliminal and
conscious) towards the prospective consumer- thus creating a
need for these advertisements to be tested for their actual
validity in terms of their promises.

Research advertising systematically gathers and analyses

information to help develop or evaluate advertising
strategies, individual ads or whole advertising campaigns.

6.2 OBJECTIVES

The objectives are to discover and define ten creative

concepts. It is exploratory because the ten different
advertisements are explored and expressive. The reasonableness
and rationality (validity) of these advertisements will be
explored and described by testing its truthfulness in relation
to real life situations whereby the promises of the
advertisement should be tried and tested. The company or
person who is responsible for the promises the advertisement
brings about, must be held accountable and liable for each
product purchased as a result of the commercial being used.

7 RESEARCH QUESTIONS

The subsequent research problems will be explained for this

research:

• Why do people read the Autotrader and TopCar magazines?

• Which content categories of Autotrader and TopCar do some
people prefer to read?

• Which specific needs of readers are satisfied by reading

the Autotrader and TopCar?

• Do some people like to read these magazines for the

purpose of knowledge/entertainment? Do some people like to
read these magazines in order to purchase the products which
are advertised?

8 THEORETICAL APPROACH

According to Joseph N. Cappella “The articles which are

discussed in a campaign make contributions to an increased
understanding of the theoretical bases for communication
campaigns. Understanding the mechanisms that activate campaign
effects and, perhaps more importantly for the discipline of
communication, the theoretical bases for the creation of
effective messages to inform, persuade, and motivate audiences
is the sine qua non of the design of effective campaigns. “

[PDF]Editor's Introduction: Theoretical Approaches

torepository.upenn.edu/cgi/viewcontent.cgi?
article=1109&context=asc...

8.1 CONTENT ANALYSIS

Content analysis is a more basic way of approaching the data

material.

Qualitative content analysis: Relies on what is seen in field

or naturalistic settings more than on statistical data
(Requires interaction)

Quantitative content analysis: Collects and reports data

primarily in numerical form. (Scientific form)

Systematic observations are applied to messages as units of

analysis, which include the ten different creative concepts
within the elected advertisements.

8.2 CREATIVE CONCEPTS

The ten creative concepts which will be analysed are as
follows:

8.2.1 Benefit

Advertisements should promise a benefit for the user or

consumer (GM du Plooy, 2009: 261). Example: “Mercedes-Benz E-
Class range gets new 9G-Tronic gearbox. More power but lower
emissions and fuel consumption.” TopCar. 1August 2014

8.2.2 Curiosity

The copy should provoke curiosity, if a new or existing

benefit is not promised (GM du Plooy, 2009: 261). Curiosity is
a desire to understand something strange or rare (GM du Plooy,
2009: 261). Example: “King Price Vehicle Insurance, For the
same insurance cover, just at the cheapest possible price that
decreases monthly...”. Autotrader. 1 August 2014

8.2.3 Amplification

The advertisement should contain an amplification of the

product/service and its benefits if these are not obvious (GM
du Plooy, 2009: 261). Example:” Autotrader: Uncover any car’s
history!” Autotrader. 1 August 2014

8.2.4 Proof

Advertisements containing claims must also contain proof to

support such claims (GM du Plooy, 2009: 261). Example:” We
also spesialize in asset refinance, reduce your rate,
instalment and even get CASH OUT!” Autotrader. 1 August 2014

8.2.5 Action

The copy should indicate what action the consumer or user is

invited to take (GM du Plooy, 2009: 262). Example: “What’s not
to like about that?” TopCar. October 2014
8.2.6 Brand

The brand name must be included in the advertisement and is

usually repeated verbally and/or visually (GM du Plooy, 2009:
263). Example: “Rolex's cutting-edge technology and extensive
expertise.” TopCar. 1 October 2014

8.2.7 Familiarity

If the product or service is not directed to the public in

broad-spectrum, the appeals used must be recognizable by the
prospective consumer or user. (GM du Plooy, 2009: 263).
Example: “for the discerning petrol head” : TopCar. 1 October
2014

8.2.8 Slogans

Products that are repeatedly purchased must have a slogan (GM

du Plooy, 2009: 263). Example: “Rolex celebrates 50 years of
the emblematic Daytona, a timepiece dedicated to racing
drivers and motorsport enthusiasts since it was first released
in 1963.” TopCar. 1 October 2014

8.2.9 Factual Approach

This is also called the straight forward approach which is

often used by means of experts to demonstrate their products
(GM du Plooy, 2009: 263)for instance: “Hippo Compare car
insurance quotes, prices and benefits from a range of
different SA car insurers. 8 out of 10 people could save an
average of R427pm* on their car insurance.”

“Hippo.co.za is free, easy and quick to use.” Autotrader. 1

August 2014

8.2.10 Emotional Approach

An emotional approach is used in advertisements to aim at

reaching people’s minds by appealing to their emotions. For
example some motor vehicle advertisements would use a slogan
(GM du Plooy, 2009: 263) such as “GWM boosts value offering
with new entry level H5 SUV: The H5 City”, when promoting a
new vehicle. Autotrader. 1 August 2014

9 RESEARCH DESIGN
 The research design is qualitative with a quantitative
component. The research design is qualitative, because the
commercials are described in depth and quantitative, because
it will organize, calculate and measure the quantities of the
advertisements that will be used.

9.1 METHOD OF REASONING

9.1.1 Inductive

Method of reasoning is inductive because advertisements will

be analyzed in order for its creative concepts and the
responses of respondents to be confirmed by the theoretical
assumptions to draw general conclusions.

9.1.2 Deductive

Method of reasoning is deductive because I will formulate

operational definitions with regards to the study of the
creative concepts used in the advertisements.

9.2 OBJECTIVES

The objective of the research design is a summary statement of

the outcome the advertisement should have on consumers thus
typically expressed as an action. And frequently focused on
what the advertisement should make the audience think, feel,
or do. (GM du Plooy, 2009:50)

9.2.1 Describe

The goal is basic communication research when a study examines

and improves theories to explain specific communication
phenomena.

The goal is applied communication research when a study

investigates practical issues, often to find resolutions for
problems that can be practically applied in everyday
situations. (GM du Plooy, 2009: 50)

9.2.2 Explore
The research design will explore the area of research with
regards to how creative concepts are designed in
advertisements which are used in print adverts.

According to (GM du Plooy, 2009: 51)”New insights will be

recognised in order to arrange social needs; to identify
concerns of communication problems; to develop hypotheses; to
confirm assumptions; or to become familiar with unknown
situations, conditions, policies and behaviours.”

9.3 COLLECTION AND ANALYSIS OF DATA

During this research, two variables nl: (i) an indication of

the numerical data that will be collected as well as (ii)the
quantities which will be counted, will be provided.

The methods/techniques going to be used to collect AND analyse

the quantitative and qualitative data will be described in
further detail with regards to section ten of this portfolio.

9.4 FLEXIBILITY

Adjustments, replacements and changes made to the conclusions

of this research will be shown in section thirteen of this
portfolio.

10 DATA COLLECTION

Data will be collected from the ten different advertisements

which are studied in this research.

10.1 CONTENT ANYLYSIS

The contents of advertisements in magazines can be analysed

using content analysis as a research method. Content analysis
is a form of qualitative research because of its tendency to
be used to analyse non-numerical data. Additionally, the
qualitative research process entails identifying categories
and patterns that emerge from the data under scrutiny.

Content analysis may be used in both qualitative as well as

quantitative research, being qualitative in the development
stages of research and quantitative where it is applied to
determine the frequency of phenomena of interest. (GM du
Plooy, 2009: 44)

10.1.1 Qualitative

The aim of qualitative content analysis is to be structured

and systematic, but still be analytic by looking at the depth
and breadth of the data being analysed.

The main strategy behind qualitative research is coding, and

the goal of coding is to take the data and rearrange them into
categories that facilitate comparison between things in the
same category and that aid in the development of theoretical
concepts.

10.1.2 Quantitative

Quantitative content analysis employs inductive, subjective,

theorygenerating processes while quantitative research deals
with processes that is deductive, objective, and theory-
testing.

Quantitative content analysis is the systematic and replicable

examination of symbols of communication, which have been
assigned numeric values according to valid measurement rules,
and the analysis of relationships involving those values using
statistical methods.

10.2 MEASUREMENT

The level of measurement refers to the relationship among the

values that are assigned to the attributes for a variable. Not
all data is created equally. Some is quantitative, and some is
qualitative. Some is continuous and some is discrete. Why is
Level of Measurement Important?

First, knowing the level of measurement helps you decide how

to interpret the data from that variable. When you know that a
measure is nominal, then you know that the numerical values
are just short codes for the longer names. Second, knowing
the level of measurement helps you decide what statistical
analysis is appropriate on the values that were assigned. If a
measure is nominal, then you know that you would never average
the data values.
10.2.1 Nominal

Nominal data deals with names, categories, or labels. Data at

the nominal level is qualitative. Data at this level can't be
ordered in a meaningful way, and it makes no sense to
calculate things such as means and standard deviations.

10.2.2 Ratio

At the ratio level of measurement, not only can sums and

differences be calculated, but also ratios. One measurement
can be divided by any nonzero measurement, and a meaningful
number will result. Many ratio scales can be described as
specifying "how much" of something (i.e. an amount or
magnitude) or "how many" (a count).

The following list of creative concepts are going to be

analysed and described:

1. Benefit

2. Curiosity

3. Amplification

4. Proof

5. Action

6. Brand

7. Familiarity

8. Slogans

9. Factual Approach

10. Emotional Approach

10.3 SAMPLING METHOD

Simple random sample is a subset of individuals (a sample)

chosen from a larger set (a population). Each individual is
chosen randomly and entirely by chance, such that each
individual has the same probability of being chosen at any
stage during the sampling process, and each subset of k
individuals has the same probability of being chosen for the
sample as any other subset of k individuals. This process and
technique is known as simple random sampling. A simple random
sample is an unbiased surveying technique.

10.4 SAMPLING CONTEXT

Analysing the content of communication, such as

advertisements, starts with a sampling process. Sampling can
be described as the selection of a subset of study elements
from the whole population or body of communication messages.
The body of advertising material available for the current
study is vast. Therefore, sampling procedures are needed to
select an appropriate and practically feasible number of
advertisements to analyse.

10.5 COLLECTING DATA

Quantitative - based on the methods used in the natural

sciences

10.5.1 Quantitative methods:

• Used to find out how much, how many, how often, to what
extent

• Aims to be objective and scientific in its approach

• Quantitative research is hypothetico-deductive in its

approach to constructing social theories

• Aims to assess and measure

• Is regarded as a way to get to the truth, to understand

the world well enough so that we might predict and control it
through identifying cause and effect relationships

10.5.2 Qualitative:

• Are concerned with opinions, feelings and experiences

• Describes social phenomena as they occur naturally - no
attempt is made to manipulate the situation - just understand
and describe

• Understanding is sought by taking a holistic

perspective / approach, rather than looking at a set of
variables

• Qualitative research data is used to help us to develop

concepts and theories that help us to understand the social
world - which is an inductive approach to the development of
theory, rather than a deductive approach that quantitative
research takes - ie. Testing theories that have already been
proposed.

11 DATA ANYLYSIS

Data will be analysed in a qualitative and quantitative

method. Replicability will be explained. A frequency table
will be added and the quantitative findings of the research
will be discussed.

The research method used will be sampling. GM du Plooy (2013:

108) “Sampling involves following a rigorous procedure when
selecting units of analysis from a target or accessible
population.” Samples of ten different advertisements selected
from two commercial magazines; namely Autotrader and TopCar
August 2014 and October 2014 editions respectively, will be
drawn in order to evaluate 10 different creative concepts. The
method of sampling will be relevant to the research as in
quantitative research, a sample of the target or accessible
population will be used as a representation of the particular
population, in this case namely Autotrader and TopCar
magazines in South Africa.

The role of the researcher in this content analysis is to

select a particular sample of the population. In this case the
researcher has chosen two magazines, published in August 2014,
Autotrader magazine. Access to the magazine will be made
available at retailers, or in this case, available at the
researcher’s home.

Three sampling categories can be distinguished: probability,

quasi-probability and non-probability sampling.
Samples of four advertisements will be drawn from Autotrader
August 2014 edition, using a simple random sample- this way
all advertisements in the magazine have an equal chance of
being selected.

The study may not be able to be replicated as the sample

magazines being used may not be available at a later stage,
given that they are outdated.

The advertisements will then be analysed in order for the

researcher to be able to explore and describe the
characteristics of the ten creative concepts listed as below;

• Advertisements should promise a benefit for the user or

consumer (GM du Plooy, 2009: 261). Example: Autorefin Vehicle
and Asset Finance facilitates the entire transaction on your
behalf including insurance and registration.” Autotrader.
1August 2014 Autorefin promises that they will assist the
buyer of the vehicle with not only the financing part of the
transaction, but also the insurance as well as the
registration. Refer to addendum 1. The concept of this
advertisement focusses on uniformity of its idea to help the
consumer in the complete process of buying a car. The
financing, insurance and registration can hereby take place in
one transaction through Autorefin. This makes the transaction
of buying a vehicle less complicated for the buyer.

• The copy should indicate what action the consumer or user

is invited to take (GM du Plooy, 2009: 262). Example: “We
Pursue the Zenith of techonglogy and quality. Autotrader.

Autotrader.August 2014. “From Zenith first generation jaw

crusher to the latest one, Zenith has been insisting on
developing the best jaw crusher that able to help customers
get much more profit. According to an in-depth study, Zenith
developed the HJ jaw crusher. It has large capacity but energy
consumption is quite low. And its excellent performance makes
it be the mainstream machine in mining and construction
industry.” Autotrader.August 2014. The creative concept here
emphasises its long history of durability, effectiveness and
reliability. Cost effectiveness in terms of the product’s
energy saving abilities is also important to mention in the
advertisement to attract more prospective buyers.
• GM du Plooy (2013: 261) “The copy should contain an
amplification of the product/service and/or its benefits if
these are not obvious.” Amplification: exaggeration and
elaboration, e.g. by adding detail “:” Autotrader: Uncover any
car’s history!” Autotrader. 1 August 2014. GM du Plooy (2013:
261) “Auto Trader Vehicle Check Is a report which allows you
to verify the vehicles details with its original manufacturer
specified details as well as other information such as repair
quote history and vehicles likely performance statistics.”
Autotrader. 1 August 2014. Refer to addendum 3

• “Advertisements that contain claims must also contain

proof to support claims, either by relying on the credibility
of the communicator (ethos) or by using an emotional appeal
(pathos) and/ or a logical argument (logos).” Claims:
assertions about a service or product supported by data We
also specialize in asset refinance, reduce your rate,
instalment and even get CASH OUT!” Autotrader. 1 August 2014.
Refer to addendum 1

Using a logical argument (Logos) “Specialised Land Rover

accessories. All accessories are available individually and
can be fitted at any time, not just when the vehicle is new.
From electric winches and snowboard carriers to child seats
and alloy wheels, we've got every accessory to personalise
your Land Rover. Autonomous driving in a long-distance
truck”/"Highway Pilot" activated – technology takes the
wheel/“Safely on the road with radar sensors, camera and
V2V/V2I communication”/“Plan the next tour while on the
move”/Overtaking is manual- Autotrader. 1 August 2014. Refer
to addendum 5. The driver retains control, relying on the
credibility of the communicator (Ethos) GM du Plooy (2013:
262) “The copy could also indicate what action the consumer or
user is invited to take (if necessary).” Action: in a
marketing context, people’s buying and consuming activities -
“Western Star and Freightliner trucks star in latest
Transformers movie” Autotrader. 1 August 2014. Refer to
addendum 4.

GM du Plooy (2013: 263) “If the product or service has a brand

name (for example Coca Cola, Vodacom, Nike, SAB, Toyota,
Castle, Clover or Nokia), this must obviously be included in
the advertisement and is usually repeated verbally and/or
visually (pictorially).” Brand: a name, term, symbol and/or
design that identifies a product or service and distinguishes
it from competing products of services.

du Plooy (2013: 263) “If the product or service is not

targeted to the public in general, the appeals used must be
identifiable by the prospective consumer or user.” Slogan: a
motto, catword, catch-phrase or (in radio or TV) a jingle
“"Super cheap insurance that decreases monthly," Autotrader.
1 August 2014. Refer to addendum 1.

“Not all advertisements need a slogan, but all products that

are repeatedly purchased need hard-sell slogans that change
with each campaign. Institutions and political parties often
decide on one slogan that is repeatedly used to establish a
corporate identity.” -- “Land Rover : Above and Beyond.
Autotrader. 1 August 2014. Refer to addendum 5

GM du Plooy (2013: 263) “Advertisers know that clients have

diverse needs and they are forced to communicate their
persuasive messages in imaginative ways. Two broad approaches
can, however, be distinguished: a factual and an emotional
approach. A factual (or straightforward) approach makes strong
claims about products and often uses demonstrations by experts
in white coats.” Factual approach: rational communication
which is logical, descriptive and/ or scientific –Land Rover
advert: “There's always an accessory to suit your lifestyle”
–“Our range of accessories adds even more individuality, style
and capability to your Land Rover. These options include
Exterior styling additions, Interior enhancements, Carrying
and towing, Alloy wheel designs and Child seat options.”
Autotrader. 1 August 2014. Refer to addendum 5

• Advertisements should promise a benefit for the user or

consumer (GM du Plooy, 2009: 261). Example: BMW i is a
comprehensive and ground-breaking concept for sustainable
mobility. It represents visionary electric vehicles and
mobility services, inspiring design and a new understanding of
premium that is strongly defined by sustainability. And it
thrills with its innovative vehicles: the all-electric BMW i3,
a locally emission-free vehicle for city driving that is
sustainably designed throughout, and the BMW i8 concept as the
future of the sports vehicle” TopCar. 1 October 2014. The
creative concept around this electric BMW is its electrically
powered low emissions and extremely fuel saving engine. “Born
electric: with the BMW i Mobility Concept, everyday travel can
be 100 % electric and a pleasure before, during and after each
journey. Because BMW i thinks beyond the vehicle – and leaves
nothing to be desired with its innovative mobility services.”
TopCar. 1 October 2014. Refer to addendum 7.

• The copy should indicate what action the consumer or user

is invited to take (GM du Plooy, 2009: 262). Example:
“Experience how the BMW i3 can electrify mobile everyday life.
TopCar.1 October.2014 . “BMW is committed to delivering
mobility for future generations by taking up the challenge of
performing in all three fields of sustainability: economic
success; social responsibility and environmental protection.”
TopCar. 1 October 2014. The creative concept here emphasises
its long history of durability, effectiveness and reliability.
Cost effectiveness in terms of the product’s energy saving
abilities is also important to mention in the advertisement to
attract more prospective buyers.

• GM du Plooy (2013: 261) “The copy should contain an

amplification of the product/service and/or its benefits if
these are not obvious.” Amplification: exaggeration and
elaboration, e.g. by adding detail “The firm claims this isn’t
just some kind of static design concept, mind you. Instead
it’s ‘a technological demonstrator representing a Lamborghini
model that could be realistically produced today’. In keeping
with contemporary trends, the LPI 910-4 is a plug-in hybrid.
And in keeping with Lamborghini naming convention it is four-
wheel drive (-4), is an ‘ibrido’ (hybrid in Italian) and
produces 910 horsepower or 678kW.” TopCar.1August 2014 Refer
to addendum 8

• “Advertisements that contain claims must also contain

proof to support claims, either by relying on the credibility
of the communicator (ethos) or by using an emotional appeal
(pathos) and/ or a logical argument (logos).” Claims:
assertions about a service or product supported by data If you
needed any reminding the Polo is the most beloved motor car in
South Africa, just take a look at these numbers. Year-to-date,
behind China and Russia, South Africa is the biggest selling
Polo market in – the – world. Sure, that figure includes the
SA-only Polo Vivo but still; 24 994 units last year beats out
all European markets, including Germany and the UK, and even
the none-European markets that Uitenhage exports Polos to:
places like Australia, New Zealand and Japan. Not too bad for
a Polo that’s been in a run out year and an overall passenger
car market down by 7.3 per cent.” TopCar. 1 October 2014.
Refer to addendum 9

Using a logical argument (Logos) “The engine fitted to the KB

comes in one 3.0 L engine model and two 2.5 L engine models,
one of them likely to feature a diesel if not all; the drive
system comes in 2WD/4WD; the choice of a 5 speed manual and 5-
speed auto will be available from launch – (TopCar. 1 October
2014.) Refer to addendum 10. “The platform will be fully and
newly redesigned to match environmental performance and safety
performance required to meet global standards.” (Ethos) GM du
Plooy (2013: 262) “The copy could also indicate what action
the consumer or user is invited to take (if necessary).”
Action: in a marketing context, people’s buying and consuming
activities - “new Polo in the process – with a 20 per cent
improvement in fuel economy and emissions going hand-in-hand
with a 40 per cent improvement in torque and an overall 18 –
20 per cent improvement in performance between the two
derivatives. What’s not to like about that?” TopCar. 1
October 2014. Refer to addendum 9.

GM du Plooy (2013: 263) “If the product or service has a brand

name (for example Coca Cola, Vodacom, Nike, SAB, Toyota,
Castle, Clover or Nokia), this must obviously be included in
the advertisement and is usually repeated verbally and/or
visually (pictorially).” Brand: a name, term, symbol and/or
design that identifies a product or service and distinguishes
it from competing products of services.

du Plooy (2013: 263) “If the product or service is not

targeted to the public in general, the appeals used must be
identifiable by the prospective consumer or user.” Slogan: a
motto, catword, catch-phrase or (in radio or TV) a jingle
"Polo - built to protect" " TopCar. 1 October 2014. Refer to
addendum 9.
GM du Plooy (2013: 263) “Advertisers know that clients have
diverse needs and they are forced to communicate their
persuasive messages in imaginative ways. Two broad approaches
can, however, be distinguished: a factual and an emotional
approach. A factual (or straightforward) approach makes strong
claims about products and often uses demonstrations by experts
in white coats.” Factual approach: rational communication
which is logical, descriptive and/ or scientific – “Crafted
from the finest raw materials and assembled with scrupulous
attention to detail, Oyster Perpetual watches benefit from
Rolex's cutting-edge technology and extensive expertise.”
TopCar. 1 August 2014. Refer to addendum 6

11.1 QUALITATIVE DATA ANALYSIS

Table 1. Frequency of creative concepts used in both magazines

using five advertisements from each: (Autotrader and TopCar)

Creative Concept Frequency Percent

Autotrader/ TopCar Autotrader /TopCar
Benefit____________________3__/__4_____________30______/___40_

Curiosity__________________3__/__3_____________30______/___30_
Amplification______________2__/__3_____________20______/___30_
Proof______________________2__/__4_____________20______/___40_
Action_____________________4__/__2_____________40______/___20_
Brand______________________10_/__10____________100_____/__100_
Familiarity________________2__/__3_____________20______/___30_
Slogans____________________3__/__1_____________30______/___10_
FactualApproach____________3__/__2_____________30______/___20_
EmotionalApproach_________ 2__/__3_____________20_____/___ 30_

Total Frequency: 34 / 27

Average Percentage: 34% / 27%

12 FINDINGS

Sub-issue 1: Do different advertisements use different

creative concepts?

Yes, different advertisements use different creative concepts.

Two examples of these are; • GM du Plooy (2013: 263) “If the
product or service has a brand name (for example Coca Cola,
Vodacom, Nike, SAB, Toyota, Castle, Clover or Nokia), this
must obviously be included in the advertisement and is usually
repeated verbally and/or visually (pictorially).” • Brand: a
name, term, symbol and/or design that identifies a product or
service and distinguishes it from competing products of
services Refer to Addendum 1

GM du Plooy (2013: 263) “If the product or service is not

targeted to the public in general, the appeals used must be
identifiable by the prospective consumer or user.” • Slogan: a
motto, catword, catch-phrase or (in radio or TV) a jingle. The
Vehicle Check Promise, if the vehicle you check is revealed to
be currently listed as stolen, we'll give you another Vehicle
Check for FREE," Autotrader. 1 August 2014” Refer to Addendum
3

Sub-issue 2: Will most advertisements have slogans?

No, motoring magazines use a number of slogans (in this study

only 30% and 27% in the Autotrader and TopCar magazines of
August 2014 respectively. This is evident in Addendum 8. • GM
du Plooy (2013: 263) “Products that are repeatedly purchased
must have a slogan (GM du Plooy, 2009: 263). Example: “Rolex
celebrates 50 years of the emblematic Daytona, a timepiece
dedicated to racing drivers and motorsport enthusiasts since
it was first released in 1963.” TopCar. 1 October 2014

“Not all advertisements need a slogan, but all products that

are repeatedly purchased need hard-sell slogans that change
with each campaign. Institutions and political parties often
decide on one slogan that is repeatedly used to establish a
corporate identity.” -- “Above and Beyond.” Land Rover
Autotrader. 1 August 2014. Refer to addendum 5

Sub-issue 3: Does all motoring advertisements promise to have

a benefits arriving as a result of a creative concept?

No, because only 30% of the advertisements which used creative

concepts found in the Autotrader 2014 August edition promised
a benefit and 40% of the creative concepts in each of the
advertisements which were analysed in TopCar 1 October 2014,
promised a benefit for the consumer.

Sub-issue 4: Will there be labelling in all advertisements?

Yes, in this study I have found that labelling of the specific
product was found 100% in each of the advertisements of both
Autotrader.August 2014 as well as TopCar . 1 October 2014
editions.

GM du Plooy (2013: 263) “If the product or service has a brand

name (for example Coca Cola, Vodacom, Nike, SAB, Toyota,
Castle, Clover or Nokia), this must obviously be included in
the advertisement and is usually repeated verbally and/or
visually (pictorially).” Brand: a name, term, symbol and/or
design that identifies a product or service and distinguishes
it from competing products of services

13 CONCLUSIONS

The below research questions may conclude the research

analysis to have found the below relating to the research of
creative concepts in ten different advertisements, The
Autotrader and TopCar magazines, August 2014 and October 2014
editions respectively.

13.1 RESEARCH QUESTION 1:

Which creative concepts are used in the selected

advertisements?

Addendum 1: Benefit, curiosity, amplification, claims,

identifiable.

Addendum 2: Curiosity, Action, Slogan.

Addendum 3: Benefit, curiosity, amplification, claims,

identifiable, Action.

Addendum 4: Benefit, curiosity, amplification, claims,

identifiable, Action, Slogan, proof, familiarity .

Addendum 5: Emotional approach, action, amplification, claims,

curiosity, proof, familiarity, Slogan.

13.2 RESEARCH QUESTION 2: Is more than one creative concept

used in all advertisements? Yes
RESEARCH QUESTION 3: If more than once creative concept is
used in some advertisements, which advertisements are they
used in? Addendum 1-10

RESEARCH QUESTION 4: Is there any particular creative concept

which is found in all advertisements? Curiosity

The research provides adequate answers to the research

questions.

A qualitative and quantitative evaluation was conducted to

explore and describe the characteristics of nine creative
concepts from ten different advertisements selected from two
commercial magazines; namely Autotrader and the TopCar, August
and October 2014 editions respectively, by means of a cross-
sectional content analysis. This evaluation concludes that the
researcher accepts the claims made in the assumptions based on
the research conducted.

13.3 FURTHER RESEARCH

• Checking the viability of new product ideas.

• Determining the comprehensibility, credibility,

uniqueness and personal relevance of a communication strategy.

• Determining the persuasiveness of the visual presentation

• To help generate hypothesis that can be further tested

quantitatively.

• To provide overall background information on a product

category.

• To investigate the effectiveness of new ideas about older

products.

• To understand emotional reactions to brands.

SELF-ASSESSMENT AND SELF-REFLECTION

1. What have I learnt: I’ve learned how the differences

between qualitative and quantitative content analysis reflects
positively on both the target audience as well as the end user
(consumer). Advertising is directly associated to promotion
and therefore I have made the assumption that products,
expensive as well as inexpensive, gets sold mainly as result
of targeted promotion.

2. Skills, abilities and orientations (attitudes and values)

which I have accomplished: Attitudes and values which I have
accomplished through this research is to conduct practical
communicative research to see if the theory applies to the
hands-on examples which are the advertisements. The objectives
I have reached is to discover and define prominent and dynamic
creative concepts.

3. Valuable strengths I could definitely apply in my future

life and work environment: According to du Plooy:
“Advertisements should promise a benefit for the user or
consumer. The copy should provoke curiosity, if a new or
existing benefit is not promised. The advertisement should
contain an amplification of the product/service.
Advertisements containing claims must also contain proof to
support such claims. If the product or service is not directed
to the public in broad-spectrum, the appeals used must be
recognizable by the prospective consumer or user. Products
that are repeatedly purchased must have a slogan.” (du Plooy,
GM, 2009.)

4. Shortcomings I need to address in future: Distinguishing

between the most applicable creative concepts with regards to
each individual product being promoted, in other words,
designing or choosing the best possible concept for the
applicable advertisement.

5. Learning outcomes:

• Different ways of knowing (obtaining knowledge).

• A conceptual model of assumptions.

• Quantitative vs Qualitative research approaches

• An application of quantitative and qualitative

approaches.

• Future research of the concept.

SOURCES CONSULTED

du Plooy, GM , 2009. Communication research: Techniques,

methods and applications. 2nd ed. Claremont: Juta.
Autotrader 2014. 1 August.

TopCar. 2014. 1 October.

University of South Africa. Department of communication. 2014.

Communication research: Tutorial letter 101/3/2014 for
COM3706.

University of South Africa. Department of communication.

20014. Communication research: Study Guide 001 for COM306D for
COM3706. Pretoria

University of South Africa. Department of communication. 2002.

Communication research: Tutorial Letter 301 for CMNALLE
301/4/2014 for COM3706. Pretoria

[PDF]Editor's Introduction: Theoretical Approaches

torepository.upenn.edu/cgi/viewcontent.cgi?
article=1109&context=asc...

ADDENDUMS

Addendum 1 (Autotrader.August 2014)

Addendum 2 (Autotrader.August 2014)

Addendum 3 (Autotrader.August 2014)

LICENCE NO.
 I agree to the vehicle Check Terms of Service
  

The Vehicle Check Promise, if the vehicle you check is revealed to be currently listed
as stolen, we'll give you another Vehicle Check for FREE.*
 

"It was easy. The results were worth every cent. Autotrader saved me from potentially
buying a lemon."
Brandon (Gauteng)

Addendum 4 (Autotrader.August 2014)

Automakers are collaborating closer and closer with entertainment franchises to preview
their new models in video games and movies, and, in the case of Western Star trucks, you
can't make a much bigger impact than one of the best-known anthropomorphic trucks on the
silver screen: Optimus Prime.

Addendum 5 (Autotrader.August 2014)

Accessories
Our range of accessories adds even more individuality, style and capability to your Land Rover. These options
include:

- Exterior styling additions

- Interior enhancements
- Carrying and towing  
- Alloy wheel designs
- Child seat options

Specialised Land Rover accessories

All accessories are available individually and can be fitted at any time, not just when the vehicle is new. From
electric winches and snowboard carriers to child seats and alloy wheels, we've got every accessory to
personalise your Land Rover. 

For full details, ask your Land Rover dealer.

Addendum 6 (TopCar. October 2014)

Addendum 7 (TopCar. October 2014)

Born electric: with the BMW i Mobility Concept, everyday travel can be 100 %
electric and a pleasure before, during and after each journey. Because BMW i
thinks beyond the vehicle – and leaves nothing to be desired with its innovative
mobility services.

Addendum 8 (TopCar. October 2014)

Leaving its ludicrous Egoista and Veneno concepts behind, for the first time in a
long time, Lamborghini has brought something unexpected to the Paris motor
show: a concept car with taste. This is the Lamborghini Asterion LPI 910-4, and it
demonstrates the raging bull’s more ‘sensual’, caring and sharing side.
Addendum 9 (TopCar. October 2014)

If you needed any reminding the Polo is the most beloved motor car in South
Africa, just take a look at these numbers. Year-to-date, behind China and Russia,
South Africa is the biggest selling Polo market in – the – world. Sure, that figure
includes the SA-only Polo Vivo but still; 24 994 units last year beats out all
European markets, including Germany and the UK, and even the none-European
markets that Uitenhage exports Polos to: places like Australia, New Zealand and
Japan. Not too bad for a Polo that’s been in a run out year and an overall
passenger car market down by 7.3 per cent. Polo - built to protect

Addendum 10 (TopCar. October 2014)

The new KB will adopt a new design

notably featuring improved aerodynamic characteristics and front end styling.
The platform will be fully and newly redesigned to match environmental
performance and safety performance required to meet global standards.

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