Coding Book Two (Character Analysis)

GENERAL:

Coder -- number assigned to each ad coder

Recording date -- month, date, and year of recording ads

Channel -- number of channel on which ads were recorded

        Thai-- 3, 5, 7, 9

        U.S.-- ABC = 5, CBS = 8, and NBC = 3

Country -- number of the country where the ads were recorded

        Thai -- 1

        U.S. -- 2

Description -- record the name of product/ service/company/ program which is being advertised

Ads# -- number of advertisement which is coded.  For every calendar date, ad# will start from one (1)

Description -- describe a main or leading character who is being analyzed which means a performer who plays the most important role in advertisement (Any character who shown in close-up or dominating the screen, or shown at both opening and end of spot, include any character who speak, or shown 50% or more of time).

Character ID# -- number of the character who is being analyzed.  For more than one character of one ad, use alphabet with that ad# (start from a, b, c,...e.g., la, lb, lc or 2a, 2b...).

1. Gender: The sex of main or leading character who is being analyzed in advertisement

        0--Unable to determine/no gender (e.g., alien, robot)

        1--Female

        2--Male

2. Age: The age of the character who is being analyzed

        0--Unable to determine (e.g., robot, alien)

        1--O-5 years old

        2--6-12 years old

        3--13-20 years old

        4--21-35 years old

        5--36-50 years old

        6--51-75 years old

        7--76 years old and up

3. Race: The race of the character who is being analyzed

        0--Unable to determine/no race (e.g., alien, robot)

        1--Black (African descent) 

        2--Native American (U.S. Indian)

        3--Hispanic

        4--Thai

        5--Other Asian

        6--Middle Eastern

        7--White (European descent)

        8--Other

4. Spokesperson status: The status of the character who talks to viewer

        0--Not a spokesperson (does not talk to viewer)

        1--Real-life celebrity spokesperson

        2--Real-life spokesperson (average person, not famous, and not an actor)

        3--Company owner or manager spokesperson

        4--l'Unknown" actor performing as spokesperson

        5--Other

5. SES (Socio-economic status): Report or estimate the character's SES.

        0--Unable to determine

        1--Upper/upper middle class: An individual who is well-to-do or moderately well to do; this individual typically has a high level job, and will not be dependent on his/her weekly or monthly income in order to live.

        2--Middle class: An -individual who works for a living, has all the necessities and some luxuries, but is dependent on his/her working for his/her livelihood.

        3--Working class/lower class: An individual who does not have the necessities of life, or just barely has the necessities and no luxuries. He/she may be unemployed and on public assistance.

6. occupation of character as shown in ad:

        00--None indicated

        01--Character plays celebrity

        02--Character plays model

        03--Salesperson

        04--Secretary/clerical

        05--Businessperson

        06--Athlete

        07--Cook/maid/servant

        08--Farm

        09--Student

        10--Housewife

        11--Teacher/Instructor

        12--Owner

        13--Customer

        14--Doctor

        15--Other

7. Proximity and Touching/Physical contact: The state or fact of being touched or physical contact between male and female adults.

        0--No physical contact or touching by or to this character

        1--Initiator

        2--co-participant

        3--Recipient

        These numbers are to be applied to each of the following:

                hh: holding hand

                caw: caressing body parts above the waist

                cbw: caressing body parts below the waist

                kltl: kissing (lips to lips)

                kas: kissing body parts above shoulders

                kaw: kissing body parts above the waist

                kbw: kissing body parts below the waist

                ce: clothed embrace

                ne: naked embrace

                oth: other

8. Social Roles: The relationships between characters are indicated in advertisement as well as the role

        O-Not indicated

        1--Indicated

        These numbers are to be applied to each of the following:

                - friend

                - child

                - parent

                - spouse

                - boyfriend/girlfriend

                - other relative (e.g., grandparent, aunt, uncle, etc.)

9. Nudity: The condition of being unclothed

        0--Clothed

        1--Naked

        These numbers are to be applied to each of the following:

                - shoulder

                - back

                - chest

                - legs

                - buttocks

10. Sexual Appeal: Uses a sexually provocative character in advertisement to provoke a sexual response (the character tries to be sexy or behave in a sexy way). The character doesn't have to be pretty.

        0--No sexual appeal by character

        1--Character uses sexual appeal