Appendix Table.
Coding operationalizations
| Theme (Kappa) | Description | Common content features |
|---|---|---|
| Humor (0.68) | A humorous theme is one that is attempting to make the consumer laugh. Sometimes this is accomplished through spoof and satire of existing television shows, movies, or even other advertising campaigns. |
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| Friendship (0.81) | An ad with a friends theme will be centered on a small group of people who are clearly intimate with one another. This may be at a bar, a restaurant, at a personal house, outside, or many other locations. |
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| Artistic (0.63) | An artistic ad will clearly be focused on artistic imagery, whether focused on the product. The ad will be focused on visual stimulation primarily. |
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| Sports (0.67) | An ad with the theme of sports usually takes place at a sporting event, involves the subjects playing sports, or the subjects watching sports at home. |
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| Relax (0.70) | An ad with the theme of relaxation will typically involve a scene that is clearly different from normal, hectic life. This can include, but is not limited to, a beach scene, an outdoors scene, at the park, or any other leisure activity. Also, this theme can show how the product helps to deal with stress. |
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| Sex (0.54) | An ad with the theme of sex appeal will objectify either a female or a male as an object of pure sexuality. This often involves swimsuits, little clothing, and sexy body language. |
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| Partying (0.75) | Partying typically has a sense of anonymity, although sometimes one or two people will be singled out as central subjects of the advertisement. The location is usually at someone’s house or outdoors, somewhere where everyone is interacting at the same time. Often there are a lot of people present and a lot of alcohol viewed. |
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| Quality (0.75) | Quality will typically mentioned, with an emphasis on comparisons. Often the ad will center on the ingredients that go into the product, the process used to make it, and how it is to be consumed. Also, any reference to being voted or chosen as the best would indicate quality. |
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| Love (0.68) | An ad with the theme of love and romance will typically be focused on one man and one woman who either know each other already or are initiating contact for the first time. Subjects are more than just objects to look at, but are more often initiated in conversation and dating behavior. |
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| Manly (0.73) | An ad with the theme of manliness will typically center around values and traits praised as being manly, such as macho-ness, man time, and confidence. There may be some women in the ad, but they will be focused on the male subjects. They will typically glorify the stereotypes of typical male roles. |
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| Taste (0.54) | An ad with the theme of taste will typically talk about how the product tastes and what makes the product taste so good. It often talks about refreshment and flavor, sometimes in comparison with other products. Taste must be a main theme, not simply part of the slogan. |
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| Luxury (0.67) | An ad with the theme of luxury will usually show money, an expensive and sophisticated lifestyle, more extravagant settings, and more high-class themes. They will usually portray the subjects as being successful, giving them as examples for the consumer to aspire to be. |
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| Tradition (0.74) | Tradition typically entails a long history of the product and the success and reputation it has been able to maintain. Usually it cites some historical references in terms of the brand. It can also highlight traditional values that existed when the product originated. |
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