Appendix A

Coding Scheme:

Ad I.D. Number:

Product / Company:

T.V. Station:

  1. CBLT, Toronto (CBC)
  2. WUTV, Buffalo (Fox)
  3. WGRZ, Buffalo (NBC)

Day of Week:

  1. Thursday
  2. Saturday

Type of Commercial:

  1. No Information
  2. Toys
  3. Groceries
  4. Snack Foods
  5. Restaurants
  6. Personal Hygiene
  7. Other

Dominant Setting:

  1. No Information
  2. Home/Domestic (Indoors)
  3. Paid Work Environment
  4. School
  5. Other Indoor Setting
  6. Home/Domestic (Outdoors)
  7. Other Outdoor Setting
  8. Indoors/Outdoors Equally
  9. Other

Voice Over:

  1. No Information
  2. Male
  3. Female
  4. Both
  5. Voice is Unclear

Music:
Soft Loud
1 2 3 4 5

Music:

  1. No Information
  2. Instrumental Only
  3. Female Singers
  4. Male Singers
  5. Both Male & Female Singers
  6. Voices Unclear

Gender of Main Characters:

  1. No Information
  2. Male
  3. Female
  4. Female and Male
  5. Unclear / Unknown

Species of Main Character:

  1. No Information
  2. Human
  3. Non-Human
  4. Human & Non-Human

Number of Main Characters:

  1. No Information
  2. 0
  3. 1
  4. 2
  5. 3
  6. 4 or more

Ages of Main Characters:

  1. No Information
  2. Pre-School Children
  3. School-Aged Children
  4. Teenagers
  5. Adults
  6. Pre-School Children & Teenagers
  7. Teenagers & Adults
  8. All Three

Other Characters Present:

  1. No Information
  2. Males
  3. Females
  4. Males & Females
  5. Other

Role of Main Character:

  1. No Information
  2. Expert
  3. Star / High Profile Figure
  4. Consumer
  5. Salesperson / Server
  6. Other

Role of Minor Character:

  1. No Information
  2. Mother
  3. Father
  4. Sister
  5. Brother
  6. Peer / Playmate
  7. Teacher
  8. Other

Play Activities Involved:

  1. No Information
  2. Laughing
  3. Talking
  4. Manipulating Toy
  5. Competing
  6. Fighting
  7. Building

Play Elements:

  1. No Information
  2. Care for Toy
  3. Skills / Operate / Assembly
  4. Role Play
  5. Objects Imitate Real Objects
  6. Games
  7. Narrative
  8. Manipulative / Hold Product

Behaviour Displayed:
Passive Aggressive
1 2 3 4 5

Toy Played With:

  1. No Information
  2. Traditionally Male
  3. Traditionally Female
  4. Gender Neutral
  5. Other

Colours in Setting:
Light Dark
1 2 3 4 5

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Document by David Schwindt, Copyrighted 1996.
URL: http://www.fortunecity.com/meltingpot/kamimura/130/thesis/appendix.html
Last Updated: May 29, 1996.