Theme | Definition | Example phrase or tagline | Cohen’s κ |
Youth argeted (vs adult or general targeted) | Themes aimed to deter youth from initiating smoking | ‘Smelly puking habit;’ ‘truth’ (Florida state campaign) | 0.99 |
Efficacy appeal | Themes with a focus on quitting tobacco; these often include a quit help line or website | ‘You can do it!’ | 0.92 |
Health consequences to self | Themes that raise awareness of the health consequences of smoking or benefits of quitting | ‘Smoking shortens your life;’ ‘If smoking did on the outside what it did on the inside, nobody would smoke.’ | 0.94 |
Anti-industry appeal | Themes claiming that tobacco companies know that their product kills and is addictive, manipulate their customers and only care about company profits | ‘Cigarettes kill, that’s the goal of Big Tobacco;’ ‘It’s time to break the tobacco industry’s grip.’ | 0.96 |
Health consequences to others | Themes that focus on the impact of secondhand smoke | ‘Someone smoking around us means we all do.’ | 0.90 |
Irrationality/addiction appeals | Themes that attempt to debunk the myth that cigarettes are good for mental health/stability or describe the addictiveness of cigarettes or nicotine | ‘Cigarettes only add to your stress;’ ‘Cigarettes are addictive.’ | 0.97 |
GED, General Education Diploma; κ, kappa. For additional details on coding categories, see Niederdeppe et al.20