Assignment 01

Unique number: 194050

Assignment 01 requires that you do a content analysis of eight different creative

concepts in order to identify and describe the unique characteristics of the identified
creative concepts. These creative concepts need to be found in eight different
advertisements which you select from two different publications (four different
advertisements per publication is chosen). The publications can be two magazines, or
two newspapers; one newspaper and one magazine; two different editions of the same
magazine or newspaper, et cetera.

If you do not know what creative concepts or a content analysis are, you will not be
able to do Assignment 01 and the portfolio. You first have to study the relevant sections
in the prescribed book to familiarize yourself with these aspects before attempting to
do either Assignment 01 or the portfolio.

The following guidelines may assist you in completing Assignment 01 and portfolio:

• work through the study material, tutorial letters, discussion class notes and
additional documents in order to understand Assignment 01 (and portfolio
requirements)

• consider the headings and mark scheme applicable to both Assignment 01 and
the portfolio

• study the relevant chapters and sections in the study material in order to
understand concepts and their application, other applicable principles and the
theory

• select the publications and advertisements

• present the theoretical aspects of the research to be conducted on the creative

concepts under the headings applicable to Assignment 01 as per the mark
scheme

• complete and include your self-assessment

• ensure that the document meets all the requirements

• make a photocopy (or keep a copy) of the assignment

• submit the document before the due date

TASK
Explore and describe by means of a content analysis eight different creative concepts
and their characteristics applied in eight (different) selected advertisements found in
two different publications (newspapers or magazines).
Please pay particular attention to the following aspects before you commence with this
assignment.
THIS TASK HAS NOTHING TO DO WITH PEOPLE, READERS, CONSUMERS,
PRODUCTS, OF DIFFERENCES BETWEEN PUBLICATIONS.
It ONLY has to do with identifying eight creative concepts and then describing the
characteristics of each identified creative concept.
If you refer to any aspects other than creative concepts and their characteristics, only
the technical presentation and self-assessment will be evaluated (in both the
assignment and examination).
Some students separate or see factual and emotional concepts as two different
concepts while they are grouped as one in Du Plooy.
You need to identify and describe eight different creative concepts selected from eight
different advertisements ─ explore and describe one creative concept per selected
advertisement.
The guidelines for this task are found in Du Plooy (2001:240 or in Du Plooy 2009:276–
277).
See Du Plooy (2009) tasks 5.10 and 5.11.
Refer to section 5.2.2 in the prescribed book where examples of these creative
elements are provided.
The guidelines plus our comments on the task which we undertook, are found in the
study guide, pages 158—160. You will notice that in the study guide we have divided
the “approach” into two separate elements, namely factual approach and emotional
approach. That is why the study guide lists ten creative elements.

The eight creative concepts are one topic, and the main issue deals with that topic.
Therefore, only ONE main issue is to be formulated.
When explaining the creative concepts under Theoretical approach, you have to
explain the meaning of each creative concept in your own words. Each explanation
must also be substantiated with reference to an appropriate advertisement in which
the creative concept under discussion is illustrated. In other words, if you discuss and
explain the creative concept of benefit, you can refer to a convenience store
advertising a gift voucher as an added bonus if a particular cell phone contract is taken
out with them.
Mark scheme with headings applicable to Assignment 01 (AND the portfolio)
Headings 1─9 (from MAIN ISSUE up to and including RESEARCH DESIGN) are
applicable to Assignment 01.

Please use the marks scheme as guidelines to

structure your Assignment 01 and the portfolio.

Please note:
Both Assignment 01 AND the portfolio have to be presented under the headings that
are listed in the mark scheme. This mark scheme will be used by lecturers when
assessing Assignment 01 and portfolio. All of the aspects to be discussed for the
assignment (headings 1─9) must be in context of and relate to the research that you
will do for the portfolio. Use the headings in bold as headings in your table of contents.

Each bulleted sentence requires enough information to

warrant five marks.
CRITERIA

INTRODUCTION 3

1. MAIN ISSUE
Formulate the main issue with the 5 criteria required. Does the statement identify the nature 5
of study (research design), time dimension, action(s), issue, method(s)?

2. RESEARCH CRITERIA
How is your issue investigated relevant to communication? Why is your issue researchable? 4
What makes your research feasible and ethically acceptable?

3. EXTENT
Which publications and editions are used, where (geographical boundary) will research be 4
done; when will research be done and what is the nature of the time dimension?

4. POPULATION
What are your target and accessible populations? List at least 4 population characteristics 7
that you will report on in your findings. What are the units of analysis in your research?

5. ASSUMPTIONS and SUB-ISSUES

Formulate 4 assumptions and 4 related sub-issues based on relevant factors (eg population
characteristics and units of analysis). Ensure the sub-issues are aimed at solving the main
issue. Are your 4 assumptions appropriate, logically linked to sub-issues and the main 8
research issue?

6. GOAL and OBJECTIVES

Indicate what the nature of the goal is. Indicate the nature of the objectives. Explain why and 6
how your goal and objective(s) are related to your main issue.

7. RESEARCH QUESTIONS
Formulate 4 Research Questions which are appropriate and related to your main issue. Are 8
your research questions linked to the goal, objectives, 4 assumptions and 4 sub-issues? Do
the research questions differ from the sub-issues?

8. THEORETICAL APPROACH
Define Content Analysis in your own words
Operationalise identified creative concepts in your own words. Substantiate each with an 18
appropriate example. Briefly indicate how each concept can be identified in advertisements
 9. RESEARCH DESIGN
Explain how the characteristics of (each) identified design in Du Plooy (Sections 2.5.2 and
2.5.3) are applicable to your own research.
Distinguish between inductive and deductive reasoning and explain why both are applicable
to your research
Identify and motivate objectives of your research 12

Explain why nature of your research design is both qualitative and quantitative
Describe method used to collect data. Which method will be used to analyse data

SELF-ASSESSMENT AND SELF-REFLECTION 5

Total 80

The following headings are applicable to the portfolio and need to be added to your
improved assignment 01 BEFORE submitting the final portfolio for assessment.
Your answers to the headings below have to relate to the actual research done for the
portfolio.

DATA-COLLECTION METHODS AND TECHNIQUES

• Specify your research method; discuss the method, and provide examples to indicate
how content analysis was done (what did you do?).

• Which level of measurement is applicable and why? List the creative concepts to be
analysed and described.

• What sampling method (for both the publications and advertisements) was used?
How was sampling done in both instances? (describe steps followed in detail).

• What is the sample size drawn (of the publications and of the advertisements)?
Contextualise the sample sizes against your accessible populations (publications and
advertisements).

• How was data collected? Describe the data-collection procedures/techniques applied

in detail (steps followed).

DATA ANALYSIS

• How did you analyse the qualitative (and quantitative) data? Describe the process(es)
in detail.

• Can your study be replicated? Why/why not? (consider the size of samples and
sampling method).

• Describe how coding/tallying of data was done. Include a frequency table or tally
sheet, and explain what it contains or represents.
FINDINGS

• What are the qualitative findings of your research/analyis related to each of the
advertisements and creative concepts in detail (provide evidence from analysed
advertisements). Describe characteristics of concepts identified in detail.

• Answer your sub-issues, and provide evidence from analysed advertisements in

support of each claim or statement made.

• Include eight different advertisements; identify the advertisements and institutions, or

concerns, and acknowledge the sources. Include scanned (or hard copies of)
advertisements under this heading. (only advertisements included = 1 mark). No detail = 1
mark only.

CONCLUSIONS

• Answer the research questions, provide evidence from analysed advertisements in

support of each research question’s answer.

• Formulate at least one conclusion based on research done.

Please note:

• All scanned (or hard copies of) advertisements need to be included under
the heading FINDINGS where they are discussed (NOT at the back of the
portfolio).

• If no sources are referred to in the assignment or portfolio, no mark will be

awarded for that aspect under technical presentation.

• The maximum length of the portfolio is 35 pages and 10MB (advertisements

included).
Technical presentation and minimum criteria for the evaluation of your
performance
Assignment 01 and the portfolio
Please note that you have to represent the Declaration exactly as found in
CMNALLE/301 in the front of both Assignment 01 and the portfolio.
This means you have to acknowledge CMNALLE/301 as a source, otherwise you
commit plagiarism.
Guidelines with regard to the technical aspects are found in CMNALLE/301.
The criteria applicable to the evaluation of your performance related to the technical
presentation are:
Technical presentation

• The assignment/portfolio contains a personal declaration that it is your

own work.
 • The table of contents corresponds with the numbering, headings and
subheadings in the assignment/portfolio. The correct numbering system is
used (as in die study guide) — not the alphabet, nor I, II, III, IV, nor (i), (ii),
(iii).

• All sources consulted are cited in the list of sources consulted. The
correct references techniques are used. If no sources are used, no marks
are awarded.

• The list of sources consulted is complete, alphabetical and sources are

not numbered.

• Any other aspects related to the presentation of the assignment or tasks

(eg appropriate research terminology is used and presentation does not
contain language, spelling or typing errors, or personal types of address).
Self-assessment and self-reflection
Applicable to Assignment 01 and the portfolio
Assignment 01 AND the portfolio task each have to include a self-assessment and
self-reflection comprising of one-page in which you have to answer the following
questions in terms of the assignment and your research experience:
1 What have you learnt (what knowledge have you gained) by doing the
portfolio task?
2 What skills, abilities and orientations (attitudes and values) have you
accomplished?
3 Which strengths could you apply in your future life and work environment?
4 Which shortcomings do you need to address in future?
5 To what extent have you achieved the learning outcomes formulated for
each study unit? (List the learning outcomes which you have achieved. No
marks are awarded if these are not listed).