Table 2.

Assessment of advertising tactics and advertising appeals of health-related information categorized as healthy and unhealthy food group in China.

	Healthy Food n = 133		Unhealthy Food n = 347		Total Ads N = 480
Advertiser’s Tactics 1	n	%	n	%	N	%
Product demonstration	111	83.5	113	32.6	224	46.7
Ad repetition	98	73.7	240	69.2	338	70.4
Celebrity endorsement	59	44.4	70	20.2	129	26.9
Peer popularity	45	33.8	214	61.7	259	54.0
Premium offerings	33	24.8	289	83.8	322	67.1
Humor employed	28	21.1	248	71.5	276	57.5
Subtotal	374		1174		1548
Advertising Appeals 2	n	%	n	%	N	%
Nutrients	87	65.4	38	11.0	125	26.0
Achievement	68	51.1	21	6.1	89	18.5
Taste/flavor/smell/texture	59	44.4	202	58.2	261	54.4
Strength/speed/power	54	40.6	234	67.4	288	60.0
Convenience	26	19.5	199	57.3	225	46.9
Novelty	17	12.8	298	85.9	315	65.6
Subtotal	311		992		1303

¹ $x^2$ = 186.02, df = 5, p < 0.01, ² $x^2$ = 361.35, df = 5, p < 0.01.