Table 1 Characteristics of obesity prevention advertisements tested
Ad name | Country/Region | Length | Message content | Execution style |
|---|---|---|---|---|
Become a swapper | Australia | 45 s | Supportive/encouraging | Simulation/animation |
Toxic fat | Australia | 30 s | Health consequences | Graphic |
Take life on | Scotland | 30 s | Supportive/encouraging | Positive testimonial |
Measure up | Australia | 60 s | Health consequences | Negative testimonial |
Piece of string | Australia | 30 s | Health consequences | Depicted scene |
Full monty | Scotland | 30 s | Social norms/acceptability | Depicted scene |
Correctly identified | USA | 30 s | Social norms/acceptability | Depicted scene |
Why am I fat | USA | 30 s | Social norms/acceptability | Depicted scene |