CONTENT ANALYSIS OF CREATIVE CONCEPTS PAGE DECLARATION 2
1 MAIN RESEARCH ISSUE 3
2 RESEARCH CRITERIA 3
3 EXTENT OF RESEARCH ISSUE 3
4 POPULATION 4
5 ASSUMPTIONS/SUB-ISSUES 4
6 GOAL/OBJECTIVE 5
7 RESEARCH QUESTIONS 5
8 THEORETICAL APPROACH 5
9 RESEARCH DESIGN 8
10 DATA COLLECTION 10
11 DATA ANALYSIS 13
12 QUALITATIVE FINDINGS 17
13 CONCLUSION 27
14 SELF ASSESSMENT AND SELF REFLECTION 28
SOURCES CONSULTED 29

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.

Name: YB
Student number: Date: 01/04/2016
A witness name: M B

MAIN RESEARCH ISSUE
To explore and describe by means of a cross sectional content analysis of eight different creative concepts and their characteristics applied in eight different advertisements selected from Women’s Health and YOU published in 2012 and 2010 respectively.
RESEARCH CRITERIA
2.1 Relevance * The main premise of the approach is the study of content. Documents are studied to understand culture, they can be conceptualized as the process and the array of objects, symbols, and meanings that make up social reality shared by members of a society. For our purposes, a large part of culture consists of documents such as news articles, books, TV shows, films, magazines and newspapers. * A document can be defined as any symbolic representation that can be recorded or retrieved for analysis. * Print advertisements which are the objects of this research portfolio can be recorded (published) and retrieved