Table 4.

Assessment of the presentation manner of ads used by the healthy and unhealthy food products in China.

	Healthy Food n = 133		Unhealthy Food n = 347		Total Ads N = 480
Audio-Visual Technique 1	n	%	n	%	N	%
Slogan	111	83.5	299	86.2	410	85.4
Character/Mascot	59	44.4	70	20.2	129	26.9
Animation	57	42.9	90	25.9	147	30.6
Jingle	33	24.8	259	74.6	292	60.8
Ties-In	15	11.3	35	10.1	50	10.4
Subtotal	275		753		1028
Primary Theme 2	n	%	n	%	N	%
Happiness	89	66.9	259	74.6	348	72.9
Family Togetherness	88	66.2	61	17.6	149	31.0
Peer Togetherness	56	42.1	289	83.3	345	71.9
Mood Alterations	36	27.1	301	86.7	337	70.2
Product performance	28	21.1	245	70.6	273	56.9
Subtotal	297		1155		1452

¹ $x^2$ = 70.43, df = 4, p < 0.01; ² $x^2$ = 183.10, df = 4, p < 0.01.