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Table 3 Ad characteristics overall and by dominant topic

From: Alcohol harm reduction advertisements: a content analysis of topic, objective, emotional tone, execution and target audience

 

All ads

Ads separated by dominant topic (n = 107a)

 

(N = 110)

Short-term harms

(n = 57)

Long-term harms

(n = 11)

Underage drinking

(n = 20)

How-to-change

(n = 19)

 
 

%

%

%

%

%

Fisher’s Exact Test p-value

Behavioural objective

 Reduce consumption

38

33

100

15

47

<0.001

 Behave responsibly

33

58

0

5

11

<0.001

 Look after others when they are drinking

5

2

0

0

26

0.003

 Talk to others about their drinking

3

5

0

0

0

0.686

 Limit drinking around minors

2

0

0

10

0

0.073

 Never supply alcohol to minors

7

0

0

35

0

<0.001

 Parents to talk to their children about drinking

5

0

0

20

11

0.004

 Promote policy change

6

2

0

15

5

0.087

Emotional tone

 Negative

74

91

82

75

11

<0.001

 Positive

15

0

0

0

89

<0.001

 Negative and positive

10

9

18

20

0

0.112

 Neutral

1

0

0

5

0

0.467

Execution characteristics

  Drinking guidelines (yes)

10

4

82

0

0

<0.001

  Style

  Dramatisation

87

96

45

90

89

<0.001

  Simulation/Animation

8

2

45

10

0

<0.001

  Factual

5

2

9

0

11

0.131

  Testimonial

0

0

0

0

0

--

  Graphic imagery (yes)

21

37

0

5

5

0.001

  Portrayal of drinking

  Implicit portrayal only

28

26

64

30

11

0.022

  Explicit portrayal

35

42

36

15

32

0.167

  No portrayal

37

32

0

55

58

0.002

  Target audience: age or role

  Children/adolescents

7

5

0

20

5

0.149

  Young adults (~18–30 years)

36

58

0

0

37

<0.001

  Parents

18

9

0

60

11

<0.001

  General adult audience

35

26

100

20

47

<0.001

  Government

3

0

0

0

0

--

  Target audience: gender specific message (yes)

9

5

45

5

0

0.001

  Subject of depicted harms/consequences of drinking

  Personal (target audience)

52

49

100

25

63

<0.001

  Others

25

7

0

70

37

<0.001

  Both personal and others

24

44

0

5

0

<0.001

  1. a n = 3 ‘advocacy’ ads excluded, as too few ads were identified to further examine their content