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.
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4.3 Population characteristics * Advertisements use different creative concepts. * Some advertisements use language in creative concepts, others do not. * Some advertisements use text and pictures in creative concepts. * Some advertisements use text only, others use only pictures.
4.4 Units of analysis: * For this research, creative concepts in advertisements are used as the units of analysis.
5 ASSUMPTIONS AND SUB-ISSUES
Assumption: Different advertisements use different creative concepts
Sub-issue: Do different advertisements use different creative concepts?

Assumption: Fitness and weight loss advertisements use more than one creative concept per advertisement
Sub- issue: Do fitness and weight loss advertisements use more than one type of creative concept?

Assumption: Each advertisement applies more than one creative concept
Sub-issue: Does each advert apply more than one creative concept?

Assumption: Branding is the creative concept found in all advertisements
Sub issue: Is branding found in all of the advertisements?

* 6 GOAL AND OBJECTIVE
6.1 Goal
The goal of this study is to explore and describe the characteristics of creative concepts in selected advertisements thereby contributing to the existing knowledge in communication. (Du Plooy 2009:50).
6.2 Objectives
6.2.1 Assess the use of different creative concepts by different