Variables

Operational definition

Basis of categories used

Credibility

The character is credible because s/he is portrayed as the:

1. Authority, 2. User

Furnham & Bitar (1993)

Role

What is the role/occupation of the character:

1. Professional, 2. Non-professional

Modified version of Tan et al. (2002)

Arguments

What is the basis of the argument used?

1. Facts, 2. Opinions, 3. None

Furnham & Bitar (1993)

Rewards

What rewards are offered to users of the product?

1. Practical, 2. Self-improvement, 3. Pleasure, 4. None given

Furnham & Bitar (1993)

Furnham & Paltzer (2010)

Frustration

Does the character show any frustration?

1. Yes, 2. No

Gilly (1988)

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 Bretl & Cantor (1988)

Sexualisation

Is the character portrayed as an object of sexual/physical attraction?

1. Yes, 2. No