Table 3.

Assessment of advertising tactics and advertising appeals of health-related information categorized as local and global brand food group in China.

	Local Brand n = 199		Global Brand n = 281		Total Ads N = 480
Advertiser’s Tactics 1	n	%	n	%	N	%
Ad repetition	148	74.4	163	58.0	311	64.8
Peer popularity	113	56.8	166	59.1	279	58.1
Celebrity endorsement	80	40.2	49	17.4	129	26.9
Product demonstration	70	35.2	140	49.8	210	43.8
Humor employed	40	20.1	121	43.1	161	33.5
Premium offerings	8	4.0	69	24.6	77	16.0
Subtotal	449		708		1167
Advertising Appeals 2	n	%	n	%	N	%
Taste/flavor/smell/texture	110	55.3	157	55.9	267	55.6
Nutrients	79	39.7	26	9.3	105	21.9
Strength/speed/power	32	16.1	31	11.0	63	13.1
Novelty	23	11.6	113	40.2	136	28.3
Achievement	16	8.0	17	6.0	33	6.9
Convenience	4	2.0	26	9.3	30	6.3
Subtotal	264		370		634

¹ $x^2$ = 81.22, df = 5, p < 0.01; ² $x^2$ = 95.71, df = 5, p < 0.01.