Table A1.
Appendix Analytical Coding Scheme.
| Variable | Categories | |
|---|---|---|
| (1) Story type | • Singular plot story | |
| • Embedded plot story | ||
| (2) Narrative structure | • Orientation | |
| • Complicating action | ||
| • Critical event | ||
| • Resolution | ||
| • Coda | ||
| • Evaluation | ||
| • None | ||
| (3) Narrative archetypes | (3a) | (3b) |
| • Hero | • Character | |
| • Trickster | • Brand | |
| • Helper/Supernatural Aid | ||
| • None | ||
| (4) Heroic traits and moral values | • Smart | |
| • Strong | ||
| • Caring | ||
| • Selfless | ||
| • Charismatic | ||
| • Resilient | ||
| • Reliable | ||
| • Inspiring | ||
| (5) Brand representation | • Product | |
| • Logo | ||
| • Slogan | ||
| • None | ||