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The 10000 words ‘Critical Paper’ will focus on a contemporary advertising and/or branding issue, investigating this issue thoroughly by collating, critically analysing and commenting on the ideas and viewpoints of others, together with those of your own. This way, the emphasis could easily be on secondary research providing that you design and plan it carefully. Whilst primary research is still possible via remote data collection methods such as online questionnaires, this will require you to first submit a full ERGO (Ethical Research & Governance Online) approval application (note: all students are required to complete ERGO paperwork however, this should be fairly simple if certain data collection methods such as those involving primary research are not being undertaken).