User imagery for Marlboro pack and advertisement
| Descriptive word | Marlboro packet (n=50) (%) | Marlboro ad (n=50) (%) |
|---|---|---|
| *p<0.1. | ||
| Relaxed | 14 | 26 |
| Interesting | 18 | 26 |
| Healthy | 2 | 0 |
| Cool | 10 | 12 |
| Rich | 36 | 38 |
| Adventurous* | 24 | 42 |
| Someone I would like | 20 | 20 |
| Up-to-date | 38 | 26 |
| Classy | 6 | 10 |
| Exciting | 16 | 16 |
| Attractive | 12 | 10 |
| Like me | 14 | 8 |