Variable

Operational definition

Basis of categories used

Gender of primary character

Is the primary character:

1. Male, 2. Female

McArthur & Resko (1975)

Bretl & Cantor (1988)

Tan et al. (2002)

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 Schneider & Schneider (1979)

Location

Where is the location of the character?

1. Home, 2. Outside, 3. Non-specific

Modified version of Bretl & Cantor (1988) Furnham & Mak (1999)