...In this assignment the nine creative characteristics in eight different advertisements, will be explored and describe by means of content analysis. 1MAIN ISSUE Explore and describe, by means of qualitative and quantitative content analysis, the characteristics of nine creative concepts and their creative application in eight different adverts, found in two different publications: cross sectional. 2RESEARCH CRITERIA Relevance: Advertising is directly related to marketing, which makes the issue relevant to communication science. Researchability: The issue can be researched by collecting and exploring the creative concepts of eight different advertisements from two different magazine or newspaper publications. Feasibility:The investigation is feasible as there are not many resources necessary, and it is easy and inexpensive to purchase two magazine or newspaper publications. Ethical acceptability: The research deals with eight advertisements from two publications, it will therefore be ethically acceptable because no persons are involved, so no harm can be done. 3EXTENT The research will be done in two magazines, namely the YOU magazine and Destiny both from January 3rd, 2013. Both of these magazines deal with fashion, beauty, entertainment, food and lifestyle. This is a cross sectional study, done on the 2013 January 3rd issues, because of their vast variety of advertisements that can be analysed. The...
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...RESEARCH CRITERIA 3 3.1 Relevance 3 3.2 Researchability 3 3.3 Feasibility 3 3.4 Ethics 3 3 EXTENT OF RESEARCH 3 4 POPULATION 3 5.5 Target population 3 5.6 Accessible population 4 5.7 Population characteristics 4 5.8 Unit of analysis 4 5 ASSUMPTIONS 4 6 GOAL AND OBJECTIVES 4 7 RESEARCH QUESTIONS 5 8 THEORETICAL APPROACH 5 9 RESEARCH DESIGN 6 9.1 Method of reasoning 9.2 Objectives 9.3 Collection/analysis of data 9.4 Flexibility 10 DATA COLLECTION METHODS AND TECHNIQUES 6 10.1 Research Method 10.2 Levels of measurement 10.3 Sampling method 10.4 Contextualisation of the sample 10.5 Collection of data 11 DATA ANALYSIS 7 11.1 Qualitative analysis 7 11.2 Quantitative analysis 7 11.3 Reliability 7 11.4 Coding 7 12 Findings 8 13 Conclusion 18 SELF-ASSESSMENT AND SELF-REFLECTING 20 SOURCES CONSULTED...
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...Instructor BAS Gender Display in Fashion Magazines Advertisements Introduction Images in advertising that depict stereotypical gender roles and displays have long been a major concern in the field of gender studies. Before beginning research of gender display in advertisements, it is imperative to understand that advertising is a significant agent of socialization in modern industrialized societies (Kang, 1997), and is often used as a tool to maintain certain social constructions, such as gender. According to Rohlinger, the bodies in advertisements represent an ideal that individuals seek to achieve, and thus create the foundation for a masochistic relationship with one’s own body (Rohlinger, 2002). This statement is confirmed by the increasing rate of body dissatisfaction, greater weight concern, the development of eating disorders and lower self-esteem. Moreover, gender is a routine, methodical, and recurring accomplishment that actually surfaces in everyday human interaction (West and Zimmerman, 1987), and gender relations are learned through these advertisements, which essentially serve as a distorted reflection of the real world. These sexualized and stereotypical gender images are teaching the viewers a vast array of social cues, a certain way to interpret social reality, and are eventually reconstructing the definition of femininity and masculinity. Various studies have been done regarding the covert ways that magazine advertisements construct masculinity and femininity...
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...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...
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...that needs thorough analysis in order to determine the implication brought about by the depiction of sex and sexuality through the use of print media. The depiction of human sexuality can be separated into two parts, male and female sexuality. These two forms vary according to the differences in the gender of the persons involved. Objective: The main objective of this paper is to study, keenly, the research methods used in two literatures, and to provide an analysis of the literatures on sexual imagery. The two literatures were compiled by different people to show how various forms of male and female sexuality are constructed in different publications. The two articles are similar because they both talk about the depiction of women in various forms of print advertisements especially in magazines. However, as Sexuality focuses mostly on the sexuality and people’s view of sex, as well as, their feelings and preferences in sex, The European Journal of Marketing, focuses mostly on the picture of women that is painted representing women as either sexual objects or feminine sexual goddesses. The European Journal of Marketing also focuses on the position of women and their sex roles in the community. In the article, the various sex roles that women play have been reviewed. It has also compared the power of women, in sex, over men, and that of men over women as well. *Fravid and Braun (2006) what was the Benefits of this approach/ disadvantages of the content analysis they conducted in...
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...Hip-hop began as a form of African-American street culture in New York City during the 1970s (Watkins, 2001), but the art has expanded to become a multi-billion dollar industry (Atkinson & Halliday, 2003), mostly due to the success of rap music, the most widely publicized and marketed aspect. Media such as television and magazines are responsible for hip-hop’s global recognition today, allowing everyone from the United States to Germany and Korea to embrace the culture (Bennett, 1999). Hip-hop culture has made an enormous transition from its beginning stages to its current state. Early hip-hop reduced inner-city gang violence, as aspects such as the break dancing and rapping acted as positive outlets for at-risk youth, but the emergence of “gangsta” and commercial rap during the 1990s severely lessened the emphasis on non-violence (Watkins, 2001). Today, media associate hip-hop culture with drugs, sex, and violence (Yousman, 2003). This research paper will analyze advertisements in hip-hop magazines, with the aim of discovering how women are depicted. Specifically, this paper will examine how the majority of advertisements within three major hip-hop magazines in the United States depict women in a manner that both reinforces male dominance in American society and depicts women as sexual objects. This paper will also explain and demonstrate how the media images are functioning according to Professor George Gerbner’s cultivation theory. Several scholarly sources deal with hip-hop...
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...Properly promoting and positioning a brand takes extensive market research analysis and recognition of who the brands target market is. From there, an advertisement can be created that the target market will be drawn to. A successful advertisement has the capability to create a want or need for the product within the consumer. Successful advertising can propel a brand or company to success, or it can create the collapse and disintegration of its image. The advertisement must stay true to the brand’s image while simultaneously be interesting enough to draw in new potential consumers. Through the analysis of a Louis Vuitton and an Etienne Aigner advertisement from ELLE Magazine, it is simple to pinpoint the success of the Louis Vuitton advertisement and the pitfalls of the Etienne Aigner advert. The Louis Vuitton advertisement depicts Michelle Williams, an accredited actress and style icon, with an iconic Louis Vuitton monogram print bag casually slung over her shoulder. It is simple, and tasteful. The image is not extremely exciting but the subdued, cool coloring of Michelle Williams is striking in comparison to the warm camel tones of the bag, creating an arresting image. It is clear in this advertisement that the product that is trying to be sold is the bag. In comparison the Etienne Aigner advertisement is less straightforward in what it is trying to sell. The ad contains a brown fur and leather boot positioned horizontally at the top of the page and a table with a few...
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...AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS Abstract This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels. In order to conduct a data-driven study, the author builds a corpus of 60 English advertisements. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods ads, technical equipment ads, service ads, similarities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of language. This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts which respectively analyze language features at lexical, syntactic and discourse levels. The conclusion of this paper is drawn from the data analysis. In the analysis, examples from the corpus will be given; figures, tables and graphs will also be offered to make the paper understandable and persuasive. It is hoped that the study can shed light on the language features of advertisements and also provide help to copy writers and advertising English learners. KEYWORDS: English Advertisements, Lexical, Syntactic, Discourse,Similarities, Differences Acknowledgement Sincere thanks go to Dr. Wei Naixing for his insightful guidance and earnest help all through the searching, analysis and...
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...Executive Summary Problem Jasmin Rawlinson director of marketing at Porsche Canada requires guidance on how alter Canadians perception and behavior to favor winter driving. In addition, she must decide which mediums to choose for her 2010 marketing campaign. Analysis Porsche is an established luxury car manufacturer, who has recently opened a Canadian office. Canadians affluent communities consider Porsches the most prestigious Cars. Porsche customers are high-income individuals. Alternatives Porsche can choose to abandon the marketing plan for winter equipment, and avoid possibly wasting money. Alternatively, if Porsche chooses to create a marketing campaign, it must be decided whether to target the mass-market, or a high-income audience. Criteria The marketing campaign must stay within the 500,000-dollar budget. Porsche must sell 5,773 units in order to break-even. Porsche advertisements must be consistent cross-country. Recommendation Porsche should create a marketing campaign targeting towards a high-income audience. This strategy aligns with Porsches existing marketing mix, and will generate the company additional revenues. Problem Jasmin Rawlinson, director of marketing at Porsche Canada, is creating her marketing plan for the year of 2010. She is faced with the task of marketing winter equipment to Canadian consumers who prefer to keep their Porsches indoors during winter. Jasmin knows from an engineering standpoint, that Porsche vehicles are suitable...
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...Product Market Analysis Introduction to Communication May 26, 2013 Product Market Analysis Deciding which product to purchase once the decision to make the purchase can often be a difficult task. Today’s media outlets offer a high level of advertising and product marketing. Information released from product advertisement is often true and sometimes false, sadly there is definitely a high amount of false advertisement. Knowing which advertisements are what they are claiming to be can be almost impossible. Completing research on the desired product and choosing the company that makes the highest quality product while offering a competitive price is the best way to proceed. The marketing for recumbent bicycles does not use every media outlet that is available for advertising. Most of the advertising for recumbent bicycles is through the Internet and magazines. Another method of advertising used is through the use of celebrities, such as Lance Armstrong. Advertisement through product placement is also used in movies and television. Word of mouth advertising has also been a source for sales in relation to these bicycles. These types of bicycles...
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...Growth in the print magazine industry has slowed due to the increasing availability of publications on the internet. The past decade has seen an increasing trend towards reading news/articles online and companies are responding to this increased digital audience by providing their magazines available online as well as in print. However, magazine growth has outpaced other major media over the past 10 years and many brands are still loyal towards magazine advertising, as numerous research studies show that value magazine advertising the most compared to other media . The Magazine – “Four Four Two” I will be discussing a Gillette advertisement which was placed in the May 2009 issue of Four Four Two magazine. Four Four Two is a football (soccer) magazine launched in 1994 by Haymarket Media Group, a worldwide publishing company. The product positioning statement of Four Four Two is, “The Ultimate Football Magazine”, therefore they want the readers to perceive their magazine as the ‘complete package’ for any football fan. This is consistent with the magazine’s title, Four Four Two, which takes its name from the traditional football formation; considered the ‘standard’ in the sport. Four Four Two’s sole focus is football, “the ultimate football magazine for the ultimate football fan ” and it has built itself into one of football’s most trusted brands through its high-quality interviews with the best players and coaches, providing in-depth knowledge into the worldwide sport...
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...In my rhetorical analysis of the CoverGirl advertisement I analysis three rhetorical tools that are strongly conveyed to me. The advertisement uses these rhetorical tools to further persuaded audiences to buy the CoverGirl product and even stick with the brand. In this analysis I will cover the rhetorical appeals that try to convince viewers that the product is superior, the use of myth and how it is used to strengthen the persuasiveness of the advertisement, and the rhetorical situation of the advertisement. Let us move onto rhetorical appeal Rhetorical appeal is a very good way to structure any persuasive document and when used correctly it can service its purpose well. Let’s analysis how this persuasive advertisement uses rhetorical appeal. Pathos in this advertisement is very straight forward; it wants the view to be curious but also excited with a hint of wonder or in other words it wants “to raise emotions” (Aristotle, n.d. p. 146) within a viewer. The use of Taylor Swift along with the mention of more bang for your buck, since this cream can beat ones that cost $180, would draw on a viewer’s emotion and cause them to be persuaded because their idol is advertising a product that she, Taylor Swift, is using daily to perfect her skin and it isn’t an expensive designer brand. Next we will focus on logos and its use in this advertisement. Logos is the “logical appeals [that] stress the reasonableness” (Aristotle, n.d p. 146). This advertisement relies heavily on...
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...MCS 3620: Marketing Communications IMC Plan Report Group 7 November 27th, 2014 Table of Contents Introduction…………………………………………………………………………………Page 3 Situation Analysis…………………………………………………………………………...Page 3 i. Market Analysis ii. Market Environment iii. Consumer Analysis iv. Competitor Analysis TOWS Analysis……………………………………………………………………………..Page 5 Marketing Objectives………………………………………………………………………..Page 7 Marketing Strategies………………………………………………………………………...Page 8 i. Target Market ii. Positioning iii. Competitive Approach Target Audience……………………………………………………………………………Page 11 Proposed Budget…………………………………………………………………………...Page 12 Overall Communication Objectives………………………………………………………..Page 13 Overall Creative Strategy…………………………………………………………………..Page 13 Creative Execution………………………………………………………………………....Page 15 Media Strategies……………………………………………………………………………Page 18 Activity Schedule…………………………………………………………………………..Page 21 Plan Assessment and Evaluation…………………………………………………………...Page 22 Bibliography………………………………………………………………………………..Page 23 Introduction Tesla was created in 2003 in the Silicon Valley by a group of engineers including current CEO, Elon Musk. They created the first fully electric vehicle and then released the Model S in 2012 which came to market as the first fully electric luxury vehicle. The Model S can drive 426 kilometers on a single charge. Tesla tapped into a market that is still expanding and growing with more and more...
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...List of References Title | Keywords | Model / Variables | Impact Of Celebrity Endorsed Advertisements On Consumers (Anjum, et al., 2012) | Advertisements, Brand, Brand equity, Celebrity, Credibility, Endorsed | Celebrities Endorsement (Appendix 1) | Celebrity endorsement, brand credibility and brand equity (Spry, et al., 2009) | Celebrities ,Product endorsement, Brands, Australia | Celebrities Endorsement Conceptual Framework (Appendix 2) | Global Beauty Industry Trends In The 21ST Century (Łopaciuk & Łoboda, 2013) | global beauty industry, global market for cosmetics and toiletries products | Global Cosmetic Trends (Appendix 3)Global Retail Trends (Appendix 4) | Effective Advertising and its Influence on Consumer Buying Behavior (Ghulam Shabbir Khan Niazi, 2012) | Environmental response, Emotional response, Consumer buying behavior | Research Model (Appendix 5) | Exploratory analysis of global cosmetic industry major players ,technology and market trends (Kumar, 2005) | Cosmetic industry; Toiletry industry; Cosmetic industry analysis; SWOT analysis; Cosmeceuticals; Globalization | Global Market Size (Appendix 6) | An Exploratory Study of the Types and Roles of Skincare Advertising Visuals in Magazines (Hingorani, 2008) | Skincare Advertising, Visuals, Magazine Advertisements | Advertisement Elements (Appendix 7) | On the relationship between store image, store satisfaction and store loyalty (Josée Bloemer, 1997) | store image, store satisfaction and store...
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...Outline Product: Multiplx Chanel Perfume Client: Chanel Introduction [ADA] Chanel was founded in 1910. It has a long history in the fashion industry. As a market leader, it shows continuous innovation to defend its market share from market challengers, e.g. Gucci, Dior, etc. COCO believed that product innovation can keep consistency of brand image. Chanel’s perfume contributes nearly 40% of the global perfume industry. Adding new element and advanced technology into perfume are seen as a valuable creation perfume history thus enhances the competitiveness of Chanel. Communication Market Analysis Opportunity analysis In the perfume industry, there is only pure essence of a single scent in a bottle. Using the same scent in different occasions is boring, drab and tedious. Hence, a 3-in-one perfume can be designed and offered to tap the high income level of office ladies whose life is with all the glamour, wealth and splendid. They display a keen interest in everything new. With more flavors, the perfume can improve their mood to feel refreshed and even as a self-confidence improver. Consumer markets Market segmentation by consumer groups: Demographics -Gender: Since the establishment of Chanel’s perfume in 1870, it mainly targeted at women. It is found that Chanel has great potential to further develop such upscale perfume for women. -Age: The main target of Chanel is consumers who aged from 30 to 45. From the emphasis of mature and exquisite design of the...
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