Appendix 1: Coding Sheet
Technical Data/General Information
1. Ad Number ____
2. Issue Date (given in full) 3. Magazine Type/Category
__1. Finance and Business __2. General Interest __3. Travel/Food/Lifestyle 4. Magazine Name
__1. Business Weekly 商業周刊 __2 Common Wealth 天下雜誌 __3. Business Today 今周刊 __4. Next Magazine 壹週刊 __5. China Times Weekly 時報周刊 __6. Soft-d\s
__7. TRAVELCOM行遍天下 __8. az Travel 旅遊生活雜誌
__9. Taipei Walker
5. Airline Name
__1. Air China __2. Cathay Pacific __ 3 China Airlines __3. Emirates _ __4.EVA Air __5. Hong Kong Airlines __6. Other airline
6. Subject/topic of the ad:
__1. Corporate ad __2. Offer/promo
__3. News __4. CSR 5. Image/Reputation
Country of Origin
7. Airline’s country of origin
__1. China __2. Hong Kong __3. Japan __4. Korea __5. Philippines __6. Singapore __7. Taiwan __8. Other country
8. Ethnicity of the leading performer
__1. Asian __2. Hispanic (or Latino)
__3. Black (or African American) __4. White (Caucasian) __5. White (Middle East)
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9. Nationality of the leading performer
__1. China __2. Japan __3. Hong Kong __4. Korea __4. Philippines __5. Singapore __6. Taiwan __6. Other country __7. Undetectable
10. Leading performer represents the airline’s country of origin/ bears indicators of national identity
__1. Yes __ 0. No
11. Celebrity representing airline’s country of origin:
__1. Yes __0. No
Name of celebrity (if app) ___________________
12. Symbols (non-human) and human subjects embodying national identity:
__1. Yes __0. No
__1. National Flag __2. National Colors
__3. National Flora/Fauna __4. Landscapes/Sights/Historical Objects __5. Traditional Handicrafts __6. National Cuisine
__7. Folk Costumes/Traditional Outfit __8. National Heroes __9. Themed Planes/Airports __10. Other (Specify)
13. COO observed in the ad*
__1. Yes __ 0. No
* Yes, if at least one of the categories numbering from 9 to 12 got “Yes” answer.
Advertising appeals:
14. Advertising Appeal: Rational vs. Emotional*
Rational: __1. Yes __0. No
__1. Benefit __2. Cheapness/Economy
__3. Convenience/Comfort __4. Effectiveness/Quality __5. Modernity/Technology __6. Safety
__7. Uniqueness __8. Labor
Emotional: __1. Yes __0. No
__1. Adventure __2. Aesthetic __3. Care/Nurturance/Warmth
__4. Family __5. Hedonism __6. Romance
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__7. Sensuousness/Sex __8. Status __9. Tradition __10. Youth
* If both rational and emotional appeals are found in the ad, main theme is to be considered as being more valuable
Cultural Values:
15. Ad’s mentality belonging: Eastern vs. Western*
Eastern: __1. Yes __0. No
__1. Group Consensus __2. Soft-sell
__3. Veneration of the Elderly/Traditional __4. Status __5. Oneness with Nature
Western: __1. Yes __0. No*
__1. Individual and Independence __2. Hard-sell __3. Youth/Modernity __4. Product Merits __5. Manipulation of Nature
* If both Eastern and Western values are found in the ad, main theme is to be considered as being more valuable
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1. Ad number: number of ad in issue of publications 2. Issue date: day, month and year of publication issue 3. Magazine type/category
4. Magazine name
4.1. Business/Finance magazines: target business people, focuses on business and economic news, financial information, market analytics, trends, corporate profiles, etc.
4.2. General Interest magazines: providing information for an educated, but non-specialist audience. No background knowledge or expertise is assumed. Articles usually provide a broad coverage of topics of current interest.
4.3. Travel/Food magazines: publications featuring destinations, adventures, city guides, travel tools, travel and lifestyle trends, industry news, advices, photos, reviews, national cuisines, food traveling, etc.
5. Airline name: full official name of the carrier written in the form used by the airline (e.g. EVA Air)
6. Subject/topic of the ad: the reason why an airline advertises
1. Corporate ad: the ad about the company itself: promotion of corporate website and benefits of online booking, routes and destinations, staff, etc.
2. Offer/promo: hot deals offered by the airline:
2.1. Special tariffs (“Taipei – Bangkok round-trip flight for only NT$
6999”)
2.2. Opportunities for class upgrade (“Upgrade your flying class with less miles on all European directions”)
2.3. Sales (“Only during three days 25% off on all East Asia directions”) 2.4. Holiday offers (“Buy two tickets as a gift for Valentine’s day and get 30% off”)
2.5. Loyalty programs specialties (“Earn more miles when purchasing business class tickets”)
3. News: launch of a new destination; new airliner to join the airline’s fleet;
new services (e.g. innovative boarding technique – "Smart Boarding" – by KLM)
4. Travel encouraging: ads aimed at making people eager to travel (e.g.
showing pictures of great holidays, adventure opportunities, conveying travel mood, or promoting the idea of traveling).
Country of Origin
7. Airline’s country of origin: a country where the airline’s fleet is based, home airport and headquarters are located.
8. Ethnicity of the leading performer: whether the main character of the ad belongs to Asian, Hispanic (or Latino), Black (or African American), White (Caucasian), or White (Middle East)
9. Nationality of the leading performer:
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In some cases it might be difficult to define the nationality, e.g. for a person with Middle Eastern face in can be hard to say what country he/she belongs to.
In this case it can be presumed that the person represents the airline’s country of origin if the region is the same (e.g. Middle East looking woman in the ad of the Emirates is to be coded as Emirati)
10. Leading performer represents the airline’s country of origin: If not determined precisely, but the appearance of the leading performer represents the typical face of the race, it should be coded as “yes” (e.g. Asian looking men in the ad for Cathay Pacific should be determined as Hong Kong citizen and therefore coded “Yes”).
Leading character bears indicators of national identity (airline’s country of origin): whether main character of the ad is somehow shown to belong to the airline’s country of origin (cabin crew members portrayed in the ad can wear uniform with national colors or folk/ethnic elements as a part of apparel design, etc.)
11. Celebrity representing airline’s country of origin: famous person from show business, politics, literature, etc. known also for his/her belonging to a certain country
Name of celebrity (if app)
12. Symbols (non-human) and human subjects embodying national identity:
National identity is retrieved through the elements intended to unite people by creating visual, verbal, or iconic representations of the national people, values, goals, or history. These symbols can be direct/official (national flag, national colors, abstract symbols: national flora/fauna, etc.) and indirect/unofficial (well-known sights/landscapes in a country, traditional handicrafts, national cuisine, folk costumes, national heroes, etc. – e.g. Eifel Tower in the Air France ad)
13. COO observed in the ad: yes, if at least one of the categories numbering from 9 to 12 got “Yes” answer.
Advertising Appeals:
14. Appeal: Rational vs. Emotional: values conveyed in the ad appeal either to rational or to emotional part of the human nature.
14.1. Rational Appeals (based on attributes and quality of the product or service, this approach deals with appealing to the consumer’s logic and persuades the consumer to choose the desired result):
14.1.1. Benefits: Advantages/additional values consumer gets when using a certain airline
14.1.2. Cheapness/Economy: Ad emphasizes value-for money deals, low fares, and affordable tariffs
14.1.3. Convenience/Comfort: Ad focuses on services/personnel care that help passengers feel cozy and relaxed
14.1.4. Effectiveness/Quality: The emphasis on the excellence of
facilities/services/performance (award-winning, industry top-ranked, etc.)
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14.1.5. Modernity/Technology: Ad focuses on advanced and sophisticated equipment, innovative services, up-to-date achievements of the industry used by the airline
14.1.6. Safety: The reliability and security of operations emphasized
14.1.7. Uniqueness: Incomparable and unparalleled features of the airline emphasized, often including phrases "We're the only one that offers you..."
14.1.8. Labor: Respect and dedication for people’s labor and skills, e.g. emphasis on cabin crew stories in the ad
14.2.Emotional Appeal (advertising technique aimed to stimulate people’s emotions rather than sense of the practical or impractical; it appeals to consumer’s psychological, social, or emotional needs)
14.2.1 Adventure: Offering unusual experiences, representing flight as a journey;
motion/activity that conveys excitement
14.1.2. Aesthetic: Visuals of high artistic value used to advertise the airline (e.g. Air France 2011 ad campaign portraying the French art of travel with passion and emotion: it delivers a poetic metaphor of flight and embodies the Air France brand promise: “Making the sky the best place on Earth” via a couple dancing on the mirror reflecting only the sky and dancers)
14.1.3. Care/Nurturance/Warmth: Taking care of passengers (e.g. attention of flight attendants)
14.1.4. Family: Emphasis on family life and family members: family scenes, kids, happy moments – family gatherings, meeting parents, etc.)
14.1.5. Hedonism: Pleasure orientation, sensual gratification of sensory experiences:
how the products can appeal to the sensory aspects of consumer experience with or without the functional/benefits proposition
14.1.6. Romance: The idea of love and attraction between sexes, characters are pictures with partner with obvious romantic theme (embrace, kiss, intense gaze, etc. E.g. couple sleeping in the aircraft with their heads pillowed on the other's shoulder)
14.1.7. Sensuousness/Sex: Erotic/glamorous models, references to sensual emotions 14.1.8. Status: indicators of status, prestige; feelings of trendsetting and pride;
luxurious settings, elegant atmosphere; membership in exclusive groups;
suggestion that being a client of the airline can elevate the position or the rank of the consumer in the eyes of others
14.1.9. Tradition: Long renowned history of the airline, historical references, or traditions related to the country-of-origin (traditional outfit, gestures, customs, etc.)
14.1.10. Youth: The value of younger generation is emphasized (kids, teenagers, continuity of generations)
14.1.11. Enjoyment/Fun: Promises wild with joy. Using the product/service will make you happy
Cultural Values:
15. Ad’s mentality belonging: Whether the ad displays traditional Eastern or Western appeals/values.
15.1. Eastern values: dominantly shared in societies of so-called Eastern world (mainly Asian countries, plus the island countries in Indian Ocean). Asian mentality is more about being group oriented (collectivism), passive, mental,
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and introverted.
15.1.2. Group Consensus: Individual portrayed as an integral part of the whole, conformity and group belonging is emphasized
15.1.3. Soft-sell: Emotional story, mood, atmosphere and sentiments play an important role
15.1.4. Veneration of the Elderly/Traditional: Respect to the elderly, value of traditions, focus on conveying wisdom from older to younger generations 15.1.5. Status: Membership in exclusive groups and feeling of prestige are
emphasized; advertised product as a way to enhance one’s position in the society/in the eyes of others; atmosphere of luxury and high-life
15.1.6. Oneness with Nature: Human being – nature relationships emphasized; beauty of the nature and back-to-nature themes
15.2. Western Values: not those geographically delineated – in the contemporary cultural meaning, the phrase "Western world" includes Europe, as well as many countries of European colonial origin with substantial European ancestral populations in the Americas and Oceania. Western mentality is characterized by individualism; it is more physical, assertive, and extrovert.
15.2.2. Individual and Independence: standing out of the crowd as a key feature of the ad – each person’s uniqueness and individuality is focused on.
15.2.3. Hard-sell: induces rational thinking, emphasizes sales orientation by specifying airline’s name and specific services/values provided.
15.2.4. Youth and Modernity: emphasis put on the next generation, modernity, and contemporariness
15.2.5. Product Merits: characteristics of the product/product itself emphasized. Some benefits can be described in details
15.2.6. Manipulation of Nature: man conquering nature as a main idea, emphasis on technological achievements
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