Variables | Operational definition | Basis of categories used |
Credibility | The character is credible because s/he is portrayed as the: 1. Authority, 2. User | |
Role | What is the role/occupation of the character: 1. Professional, 2. Non-professional | Modified version of |
Arguments | What is the basis of the argument used? 1. Facts, 2. Opinions, 3. None | |
Rewards | What rewards are offered to users of the product? 1. Practical, 2. Self-improvement, 3. Pleasure, 4. None given | |
Frustration | Does the character show any frustration? 1. Yes, 2. No | |
Humour | Is the advertisement intended to be humorous? 1. Yes, 2. No For humorous advertisements, the role of the primary characters are: 1. Female professional (role reversal), 2. Female non-professional 1. Male professional, 2. Male non-professional (role reversal) | Modified version of |
Sexualisation | Is the character portrayed as an object of sexual/physical attraction? 1. Yes, 2. No |
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