Table 3.
Content characteristics of categories with a large number of cases and views.
| Content Characteristics | Exemption (n = 20) |
Health Concerns (n = 19) |
Lifestyle (n = 7) |
Total (n = 46) |
|
|---|---|---|---|---|---|
| Main character gender | Female, n (%) | 13 (65.0) | 5 (26.3) | 2 (28.6) | 20 (43.5) |
| Male, n (%) | 7 (35.0) | 14 (73.7) | 5 (71.4) | 26 (56.5) | |
| Main character age * | 20 s, n (%) | 10 (50.0) | 3 (15.8) | 3 (42.9) | 16 (34.8) |
| 30 s, n (%) | 2 (10.0) | 5 (26.3) | 0 (0.0) | 7 (15.2) | |
| 40 s, n (%) | 2 (10.0) | 2 (10.5) | 3 (42.9) | 7 (15.2) | |
| 50 s, n (%) | 5 (42.1) | 8 (42.1) | 1 (14.3) | 14 (30.4) | |
| Over 60 s, n (%) | 1 (5.26) | 0 (0.0) | 0 (0.0) | 1 (2.2) | |
| Type of endorser | Celebrity, n (%) | 16 (80.0) | 11 (57.9) | 7 (100.0) | 34 (73.9) |
| Typical consumer, n (%) | 4 (20.0) | 7 (36.8) | 0 (0.0) | 11 (23.9) | |
| Anonymous spokesperson, n (%) | 0 (0.0) | 1 (5.3) | 0 (0.0) | 1 (2.2) | |
| Body type of the main character * | Thin, n (%) | 7 (35.0) | 3 (15.8) | 1 (14.3) | 11 (23.9) |
| Standard, n (%) | 12 (60.0) | 5 (26.3) | 6 (85.7) | 23 (50.0) | |
| Obese, n (%) | 1 (5.0) | 10 (52.6) | 0 (0.0) | 11 (23.9) | |
| Number of ads in which food appears, n (%) | 15 (75.0) | 2 (10.5) | 0 (0.0) | 17 (37.0) | |
| Food appearance time ratio (mean) | 0.42 | 0.15 | - | 0.39 | |
| Number of ads featuring physical activity of ≥3 METs, n (%) | 0 (0.0) | 2 (10.5) | 4 (57.1) | 6 (13.0) | |
| Physical activity of ≥3 METs time ratio (mean) | - | 0.37 | 0.55 | 0.49 | |
| Number of ads in which physical activity of ≥3 METs was described positively, n | - | 0 | 4 | 4 | |
* One ad in Health Concerns was excluded because no person appeared in the image.