(b) Sample size: A critical view would state that the present research relies on a very small sample of advertisements (n=2) to make its claims.
Though the paper is exploratory, I am not convinced that it aligns with the “grounded theory” tradition. Grounded theory is based on the idea of immersion in data to induct new conceptual categories. I see the present study as using existing typologies and categories – there are no new concepts that emerge from the research that can be applied directly to future research.