Visual Communication Comparison Essay by Peter

Visual Communication
A comparative qualitative content analysis of two visual advertisement texts in a healthcare magazine.
# 95985 | 4,559 words | 7 sources | MLA | 2007 | ZA

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This paper presents a comparative qualitative content analysis of two visual texts, in the form of two advertisements for two products of male skincare, pertaining specifically to shaving. The paper bases its assessment on a motivated theoretical perspective. The paper then presents semi-structured interviews with other potential viewers of the texts to verify its findings.

Table of Contents:
The Texts to be Analysed
The Source Publication
Theoretical Perspective
Cultural Perspective
Aesthetic Perspective
Findings of Qualitative Content Analysis
Qualitative Content Analysis
Qualitative Comparative Content Analysis
Function of the Two Texts
Intended Audience
Conceptual Assumptions
Visual Elements
Genre Conventions
Connotative and denotative meaning
Visual Codes
Verification of Findings
Process of Interviewing
Questionnaire Findings

From the Paper:

"From the above comparative qualitative content analysis it could be seen that the visual texts in question were laden with meaning. Many of the findings were then verified by means of a semi-structured questionnaire interview involving two respondents for which the texts apply. The texts were found in the South African version of Men's Health magazine. The highly successful South African version of Men's Health has become a leader in the lifestyle and male magazine industries and seems set to build on their successes. These successes are built partially on the power of the visual content of the magazine and on the advertisements, as seen above, that interest viewers and bring in revenue. The findings indicate that a great amount of information is encoded into the visual aspects of such texts. A grasp on visual literacy would therefore seem invaluable in a world where advertising relies heavily on influence and persuasion based on visuals."

Sample of Sources Used:

  • Du Plooy, GM. 2001. Communication research: techniques, methods and applications. Kenwyn: Juta.
  • Fourie, PJ. 2001a. Media Studies. Volume 1: institutions, theories and issues. Cape Town: Juta.
  • Fourie, PJ. 2001b. Media Studies. Volume 2: content, audiences and production. Cape Town: Juta.
  • Lester, PM. 1995. Visual Communication: images with messages. Belmont, Calif: Wadsworth.
  • Long, R. 2005. Theoretical Perspectives: Key Concepts. Oxford: Polity Press.

Cite this Comparison Essay:

APA Format

Visual Communication (2007, June 10) Retrieved December 15, 2019, from

MLA Format

"Visual Communication" 10 June 2007. Web. 15 December. 2019. <>