Coding sheet_McDonald's Sentimental Storytelling Through Advertisements

This repository contains the coded dataset used in the qualitative study on McDonald's sentimental storytelling through advertisements. The dataset comprises 18 sentimental McDonald's television commercials released between 2017 and 2025. Each advertisement was coded using a structured coding scheme developed for multimodal discourse analysis. Variables include advertisement title, release year, country of origin, region, primary sentimental appeal, color palette, narrative resolution, advertising pacing, music presence, music tempo, product type, channel type, and additional descriptive notes used during qualitative interpretation. This dataset is a curated subset of a larger corpus of 141 food and beverage television commercials. The complete parent dataset is available separately at https://doi.org/10.5281/zenodo.20692072 . Two descriptive variables (advertisement title, and country of origin) were added to this study-specific dataset to facilitate qualitative interpretation and transparency.