Coding Form One (Ad/Spot Analysis)
| Coder____________________ | Date________________________ |
| Channel___________________ | Country______________________ |
| DESCRIPTION__________________________________________________________ | |
| ADS# | _______ |
| PACING | |
| - cuts | _______ |
| -dissolves | _______ |
| - wipes | _______ |
| MUSIC | _______ |
| VOICE OVER | _______ |
| PRODUCT TYPE | _______ |
| PRODUCT PROMINENCE | _______ |
| THE WAY OF PROMOTING | |
| - more inform | _______ |
| -more emotion | _______ |
| -pro shown | _______ |
| -pro in use | _______ |
| -pro demo | _______ |
| -image ad | _______ |
| -slice of life | _______ |
| -physio. | _______ |
| -safety | _______ |
| -social | _______ |
| -esteem | _______ |
| -self-act. | _______ |
| PRODUCT COMPARISON | _______ |
| SLOGAN | _______ |
| ANIMATION/OTHERS | _______ |
| DVE | _______ |
| COMPUTER ANIMATION | _______ |
| TIME LENGTH | _______ |
| COLOR | _______ |
| PERSONAL PRODUCT | _______ |
| USING ADS TO PROMOTE | _______ |
| DOMESTIC INTER ADS | _______ |
| HUMOR | |
| -slapstick | _______ |
| -disparage | _______ |
| -parody ads | _______ |
| -parody media | _______ |
| -animal-human | _______ |
| -grown up | _______ |
| -child | _______ |
| -child misbehave | _______ |
| -dark humor | _______ |
| -human out of ord. | _______ |