Table A1.
Coding Categories and Inter-coders’ Reliability.
| Brand Origin (Global vs. Local) (1.0) |
| Global brand means the advertiser is from the World Brand Lab; while the advertiser of local brand is from China brands database. |
| Product Categories (0.9) |
| Fast food (restaurants), sweetened drinks (<30% fruit) and soda drinks, fruit juice/vegetable juice/water, other beverages (coffee/tea/energy drinks/soft drinks/others), cookies/desserts/snack foods, convenient processed food (pre-prepared food/processed meals/readymade food/frozen meals for heating up/others), candy/chocolate/gum, dairy (milk/soybean milk/yogurt/others), rice/grain/cereals (cornflakes, muesli)/pasta, meat/fish/poultry, breads, cakes/pastries, condiments, others. |
| Health-Related Claims: Yes/No (0.88) |
| Yes: if advertisements provided a visual presentation or verbal statement indicating a beneficial relationship between a nutrient or other healthy substance in the product and/or brand. At least one of these criteria needed to be met in order for the advertisement to be coded. |
| Healthy vs. Unhealthy food (0.92) |
| Healthy food: government recommends this food, comprising essential vitamins and minerals, or nutritional levels of saturated fat, sodium, and sugar. |
| Unhealthy food: is food that we need to limit our intake of, or consume in moderate proportions to prevent overweight and obesity (high in undesirable nutrients-fat, sugar, salt- and or energy). |
| Advertiser’s Tactics |
| Ad repetition: is often repeated by broadcasting frequently on TV (0.81) |
| Product demonstration: show how a branded product works; tangible features only without associated with free gifts or material benefits (0.90) |
| Peer popularity: product consumption is associated with peer acceptance or being better than one’s peer. It also shows young viewers who are playing with each other (0.91) |
| Premiums offering: show a freebie when purchasing a product (0.90) |
| Humor employ: the narrative is supposed to be funny for the viewer (0.93) |
| Celebrity endorsement: involves a well-known person using his or her fame to help promote a product (0.94) |
| Persuasive Appeals |
| Product appeals |
| Novelty: new launch, feature of the product is new (0.91) |
| Nutrients: claim the product is nutritious or provide a visual presentation or verbal statement indicating a beneficial relationship between a nutrient or other substance in the product (0.93) |
| Convenience: product is accessible, easy to prepare or consume (0.91) |
| Taste/flavor/smell/texture: description of product’s sensory characteristics (0.92) |
| Emotional appeals |
| Strength/speed/power: product consumption will enhance physical performance, speed, or energy (0.97) (e.g., sports performance, stamina) |
| Achievement: product consumption is linked with being better than one’s peers or able to obtain a desired goal (0.88) |
| Others: Adult approval or disapproval; magic/fantasy; miscellaneous (0.81) |
| Presentation Manner |
| Audio-visual techniques (can code more than one technique) |
| Animation: use animation elements, both 2-D and 3-D (0.90) |
| Jingle: the product has to be mentioned, praised, described, or otherwise endorsed in the song (0.97) |
| Slogan: a catchphrase shown textually or mentioned verbally (0.94) |
| Tie-ins: a tie-in with a movie, TV show, website or other activities (0.98) |
| Character/mascot: involving a well-known mascot or cartoon character the average viewer would recognize (0.98) |
| Primary Theme |
| Happiness: the general mood of the ad is happy; avoids any significant description of the product itself (0.98) |
| Product performance: reflects emphasis on the product’s particular tangible and intangible features or capabilities (0.92) |
| Mood alterations: include surprise, create/enhance positive feelings or remove negative feelings (0.91) |
| Peers togetherness: product consumption is associated with making friends, fitting in, and peer acceptance (0.98) |
| Family togetherness: product is beneficial to all ages or the consumption is associated with happy family (0.98) |