The assignment instructions specify, that theories should be described in the method section. When presenting the relevant theories, you should contrast psychological models (motivation/needs/values; exposure/attention/perception) with sociological or cultural models.
– The analysis section should be structured according to the analytical themes you should find in the campaign, (in turn, the analytical themes should be connected to the models and theories). Analytical themes are interesting topics, ideas or patterns, which repeatedly appear in qualitative data. The skill of finding the analytical themes when working with qualitative data is essential for your future thesis work.
– The final section (conclusion) could have been a bit more elaborated and better structured in accordance with the assignment instructions, which list the following questions:
o Overall story of the campaign
o What is the message?
o How different parts of the story contribute to the overall message
o Target group
o How the message is related to the company brand
o How the message is related to the societal context
o Link the conclusion with the purpose (from the introduction)
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