Table 1

State antismoking advertisement themes and intercoder reliability

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