Coding for the study titled "Conceptualizing Sentimental Advertising: Evidence from Global Food Television Commercials"

Conceptualizing Sentimental Advertising: Evidence from Global Food Television Commercial This dataset accompanies the study "Sentimental Appeals in Global Food Advertising: A Content Analysis of Emotional Narrative Strategies in Television Commercials (2011–2025)," which introduces and operationalizes sentimental advertising as a theoretically coherent, multi-dimensional category of emotional persuasion in global food brand communication. Overview: The dataset contains systematic content coding data for N = 141 television commercials (TVCs) produced by global food and beverage brands and released between January 2011 and December 2025. Each TVC was treated as a single discrete unit and coded holistically across multiple variables by two trained coders using a collaboratively developed codebook. Sampling: TVCs were sourced from (1) official brand YouTube channels, (2) verified third-party uploads cross-checked against external databases (e.g., Ads of the World), and (3) uploads associated with production houses or advertising agencies. The sampling frame was constructed using the QSR Magazine Top 50 Fast Food Chains (2025), the ESM Magazine Top 100 Most Valuable Food Brands, and the Brand Finance Food and Drink Report (2024), with supplementary lists for food delivery, pet food, and supermarket brands. From an initial pool of 573 screened advertisements, 141 met the inclusion criteria: produced television commercials from 2011–2025, no longer than two minutes, with clear brand or product representation, and containing no dialogue, English dialogue, Bengali/Hindi/Urdu dialogue, or English subtitles. Behind-the-scenes footage, documentary-style campaigns, consumer testimonials, social media reels, and ads ending with comic relief were excluded. Variables Coded: Brand name Product category (fast food, beverages, packaged food, superstores, food delivery services, pet food) Release year (2011–2025) Primary sentimental appeal type (bittersweet, reflective, empathetic, nostalgic, melancholic) Color saturation/grading (muted/dull, bright/vibrant, naturalistic) Musical tempo in beats per minute — BPM (slow: below 80, moderate: 80–120, fast: above 120), measured using the Tunebat platform Editing pacing (slow, moderate, fast), operationalized through Average Shot Length (ASL), calculated from shot counts in the first 60 seconds of each TVC Narrative resolution type (resolved, unresolved, irrelevant/no problem–solution structure) Audio characteristics (presence of music, dialogue, voiceover) Intercoder Reliability: A systematically randomly selected subsample of 22 TVCs (~15% of the total sample) was independently coded by both coders. Intercoder reliability was calculated using Krippendorff's alpha, with values ranging from 81.8% (primary appeal type) to 100% (product type, release year, narrative resolution, pacing, audio-related measures), and a mean of 95.4% across all coding categories. Files Included: Final coding file.xlsx — Full coded dataset for all 141 TVCs with intercoder reliability data for the subsample of 22 TVCs Note on Color Saturation Coding: Color saturation was coded primarily through holistic viewing-based judgment, with the AI classification tool Nyckel applied to selected keyframes for a subset of cases to supplement human judgment. Related Publication: This dataset supports the manuscript "Sentimental Appeals in Global Food Advertising: A Content Analysis of Emotional Narrative Strategies in Television Commercials (2011–2025)," submitted to the Journal of Marketing Communications (Taylor & Francis / Routledge). Funding: No funding was obtained for this study.