| 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 |