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Visual Strategies in U.S. and Chinese TV Ads
Unformatted Document Text:  27 Table 1: Percentages of inter-coder agreement Code Item US ads Chinese ads Visual Story Lines .80 .95 Product Comparison .95 1.00 Brand acknowledgement .80 .90 Subjective camera .85 1.00 Direct address .90 .95 Emotion Appeal .85 .90 Arousal Level .80 .90 Veneration of the elderly .95 1.00 Veneration of history/tradition 1.00 .95 Group images .85 .90 Product/service category .85 .85 Table 2: Chi-square statistics U.S. China 2 df p Visual Story Lines 46.5% (n = 93) 32% (n = 64) 8.82 1 .003** Product Comparison 7.0% (n = 14) 2.0% (n = 4) 6.87 2 .03* Subjective camera 16% (n = 32) 11% (n = 22) 2.14 1 .14 Direct address 17.5% (n = 35) 23.5% (n = 47) 2.21 1 .14 Emotion Appeal 72.5% (n = 145) 71% (n = 142) 11.67 2 .003** Veneration of the elderly 8.5% (n = 17) 10% (n = 20) .27 1 .61 Veneration of history/tradition 1.0% (n = 2) 18.5% (n = 37) 34.62 1 .00** Group images 65.5% (n = 131) 46.5% (n = 93) 14.67 2 .001*** Note: * p < .05 ** p < .01 *** p < .01 (opposite to hypothesized direction)

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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27
Table 1: Percentages of inter-coder agreement
Code Item
US ads
Chinese ads
Visual Story Lines
.80
.95
Product Comparison
.95
1.00
Brand acknowledgement
.80
.90
Subjective camera
.85
1.00
Direct address
.90
.95
Emotion Appeal
.85
.90
Arousal Level
.80
.90
Veneration of the elderly
.95
1.00
Veneration of history/tradition
1.00
.95
Group images
.85
.90
Product/service category
.85
.85
Table 2: Chi-square statistics
U.S. China
2
df p
Visual Story Lines
46.5% (n = 93)
32% (n = 64)
8.82
1
.003**
Product Comparison
7.0% (n = 14)
2.0% (n = 4)
6.87
2
.03*
Subjective camera
16% (n = 32)
11% (n = 22)
2.14
1
.14
Direct address
17.5% (n = 35)
23.5% (n = 47)
2.21
1
.14
Emotion Appeal
72.5% (n = 145)
71% (n = 142)
11.67
2
.003**
Veneration of the elderly
8.5% (n = 17)
10% (n = 20)
.27
1
.61
Veneration of history/tradition
1.0% (n = 2)
18.5% (n = 37)
34.62
1
.00**
Group images
65.5% (n = 131)
46.5% (n = 93)
14.67
2
.001***
Note: * p < .05
** p < .01
*** p < .01 (opposite to hypothesized direction)


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