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

1380 words 6 pages
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.
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 the
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• Indicating what action the consumer is invited to take- this creative concept invites the consumer to act after reading or seeing the advertisement. In the Lucky Star advertisement, a recipe involving one of the Lucky Star’s products is advertised followed by an invitation where consumers are invited to visit the Lucky Star’s website for more recipes. • Identifying and thereby distinguishing a product by the use of brand name- in this creative concept the name of the brand is used repeatedly throughout the advertisement in order to identify and distinguish the product from other similar products in the market. Garnier cleansing lotion is one example of this concept. In the single advertisement, the brand name Garnier appears five times.
• 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’, is used repeatedly in all its


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