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Date Submitted: 09/10/2015 09:33 PM
advertisements, four from each publication (Du Plooy:54-55).
The advertisements were selected on the basis of the creative concepts that they represent (from both publications) and as such it can be clearly stated that no intentional or unintentional harm was done in the process. The advertisements were also selected since they met the minimum conditions for research criteria and it is therefore possible to do a cross-sectional analysis.
The research was commenced from Monday, 28 July 2014 till Monday, 11 August 2014 to adhere to the required time frame as stipulated for any type of research.
4.POPULATION
Due to the research criteria benchmarked (as indicated under point 2) and the fact that any true scientist must try not to compromise the research findings, it must be noted that the target population might not always be available. Therefore, when representing a test sample a clear distinction between the target population and the accessible population needs to be drawn.
In this case the issue can be resolved by agreeing upon the precision with which the decided model sample will be drawn, the level of confidence and the amount of sampling error that will be tolerated (Du Plooy:109).
4.1Target and accessible populations
The criteria for this assignment is stipulated as having “nothing to do with people, readers, consumers, products or differences between publications. It only has to do with identifying eight creative concepts…” (University of South Africa 2004:20).
The target population can therefore be defined as all possible publications and advertisements in the geographical area of South Africa.
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The accessible population is the two required publications (magazines and newspapers) and the eight selected advertisements as applied in those advertisements.
4.2Four population characteristics
There need to be four distinct population parameters shared in order to get a realistic representation...