COMM2030: Communication Research

Commercial Codebook

You are a coder for this content analysis study. Watch the five commercials

1. “Kia Niro Hero’s Journey”

https://www.youtube.com/watch?v=KeVHmLY7YZc

2. “Hyundai First Date”

https://www.youtube.com/watch?v=AmZ1h5qTtMw

3. “M&M’S Chocolate Bar”

https://www.youtube.com/watch?v=w7FIka-jYM8

4. “H&R Block”
https://www.youtube.com/watch?v=xwtAy6lI9-A

5. “ULTRA Pure Gold”

https://www.youtube.com/watch?v=zqU8ar4gSyI

Your study topic is “commercials”. Code the following items. Code the numerical values in a separate
Excel sheet provided on Canvas.

1. Length of commercial

2. Appeal used in the commercial

1=Fear appeal
2=Hope appeal
3=Humor appeal
4=Sex appeal
5=Other appeal

3. The female character is attractive.

1=Yes
0=No

4. The female character is funny.

1=Yes
0=No

5. The female character is a

1=Main character
2=Background character

6. The female character’s age category is

1=Children
2=Young adult
3=Middle aged
4=Elderly
5=Other
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 COMM2030: Communication Research
Commercial Codebook

You need to develop a coding item related to the study. Type your own coding item below:

Submission and grading rubric (70 points):

1. your own coding item (0-30 points)
2. completed coding Excel sheet (0-40 points)

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