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Table 1 Characteristics of obesity prevention advertisements tested

From: Finding the keys to successful adult-targeted advertisements on obesity prevention: an experimental audience testing study

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