Table 2.
Emotional imagery, marketing elements, and advertisement disclosure presented in 79 milk formula brand variant ads.
| Coding category and option | Occurrencea, n (%) | |
| Emotional imagery |
|
|
|
|
Beautiful natural environment, pasture | 16 (20) |
|
|
Parental love | 11 (14) |
|
|
Happy child | 7 (9) |
|
|
Relieved mother, pregnant women | 5 (6) |
|
|
Satisfied baby drinking milk bottle or holding formula can | 4 (5) |
| Marketing elements |
|
|
|
|
Branding elements | 79 (100) |
|
|
Online shop | 75 (95) |
|
|
Special price promotions | 39 (49) |
|
|
Competitions, prizes, and giveaways | 27 (34) |
|
|
Delivery | 23 (29) |
|
|
Coupons | 20 (25) |
|
|
Bonus packs | 17 (22) |
|
|
Cartoon characters/spokes characters | 16 (20) |
|
|
Sampling | 14 (18) |
|
|
Celebrity endorsement | 5 (6) |
|
|
Sponsorships and partnerships | 4 (5) |
| Advertisement disclosure | 32 (41) | |
aSome brand variants contained more than one emotional imagery or marketing element.