Communication Research
Com3706
Portfolio Assignment
Task 5.10

Semester two 2013

Table of contents
TABLE OF CONTENTS INTRODUCTION 1
1 MAIN ISSUE 1
2 RESEARCH CRITERIA 1
3 EXTENT OF THE RESEARCH ISSUE 2
4 POPULATION 2
5 ASSUMPTIONS AND SUB-PROBLEMS 3
6 GOAL AND OBJECTIVES 3
7 RESEARCH QUESTIONS 4
8 THEORETICAL APPROACH 4
9 RESEARCH DESIGN 7 CONCLUSION 8
SOURCES CONSULTED 8
ADDENDUM A: SELF-REFLECTION 9

INTRODUCTION
In this assignment the nine creative characteristics in eight different advertisements, will be explored and describe by means of content analysis.

1 MAIN ISSUE
Operational definitions of creative concepts
1 Benefit: Advertisers offers or promises a benefit of some sort. This creative characteristic is used to show how the product can satisfy the consumers wants and needs, and be beneficial to the consumer.
In the Tounghees advertisement, in the YOU magazine, a 6 month guarantee is promised. The HP advert, in the YOU magazine, promises the reader that they will be able to print twice the amount of pages at the same cost, thus promising you the benefit of saving money. Buccaneers, in the YOU magazine, promises comfort and quality. The Satiskin advert, in the YOU magazine, promises quality and PH balance.

2 Curiosity: If the advertisement does not promise new or exciting benefits, the copy should provoke curiosity (Du Ploy 2009:261).
This creative characteristic is used to get the consumers attention and arouse interest in the product or brand. The HP advertisement arouses interest with the statement “print more, pay less”, the reader becomes interested in the idea of saving money.
The Bourneville advert, in the Destiny magazine, provokes curiosity with the picture of the woman being licked like a cat during bath time. This image is strange and arouses curiosity.
The Buccaneers advert makes the statement “Making it easy for moms since 1905”, this statement provokes curiosity in the fact that they have been around for so long