Variable | Operational definition | Basis of categories used |
Gender of primary character | Is the primary character: 1. Male, 2. Female | |
Product type | What type of product is being advertised? 1. Food, 2. Health and Cosmetic, 3. Electronics, 4. Services, 5. Household, 6. Other products | Modified version of |
Location | Where is the location of the character? 1. Home, 2. Outside, 3. Non-specific | Modified version of |