For example, for studying the costume of actors in ads we have,
As in the original study, each discernible adult model was classified into one of four ordinal categories of the dress (Soley & Reid, 1988). Dress differs primarily by the amount of clothing worn by models in the advertisements, and has four levels: (1) demure, (2) suggestive,
(3) partially-clad, and (4) nude.
I am not aware of such a scale, however I prefer to use a methodology in which the researcher creates the typography as part of the content analysis.
On the first review of the data, you initially structure the data in open categories which are then grouped and refined to establish the final categories. I think that this is better research than trying to shoehorn your data into someone else's framework.
This article describes such a process in detail:
Article Meta-analysis of MALL research and design
Mihika Sengupta , my question for you is, what do dialogues and taglines (texts of words) got to do with "(1) demure, (2) suggestive, (3) partially-clad, and (4) nude", which are primarily a classification of visual representation of 'dress'? If this example is unrelated to your study and you are just looking for the categorisation of texts in TV ads, then what do you intend to study in the texts? Is it power, gender, collectivism / individualism?
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