| Theme | Examples | 1910–9 | 1920–9 | 1930–9 | 1940–9 | 1950–9 | 1960–9 | 1970–9 | 1980–9 | 1990–2006 | Total, 1910–2006 | |
| Growing process | “…the choicest tobaccos nature grows.” “Quality leaf is naturally ripened by the sun.” | 1 | 2 | 4 | 0 | 0 | 0 | 0 | 1 | 2 | 10 | |
| Normalisation of brand choice | “Her natural choice, Marlboro.” “You naturally smoke Omar.” | 2 | 0 | 3 | 4 | 1 | 0 | 1 | 0 | 0 | 11 | |
| Normalisation of cigarettes or smoking | “…it’s only natural that everybody’s smoking more.” “Camels and eating go together naturally.” | 1 | 0 | 4 | 2 | 2 | 1 | 1 | 0 | 0 | 11 | |
| Physiological effect | “Smoking Camels speeds the natural flow of digestive juices.” “You can always get a pleasant, natural ‘lift’ by enjoying a Camel.” | 0 | 0 | 4 | 0 | 0 | 0 | 0 | 0 | 0 | 4 | |
| Purity | “100% pure and natural cigarettes.” “The … filter is made from a pure, natural material found in … fruit.” | 0 | 0 | 2 | 2 | 5 | 2 | 1 | 2 | 20 | 34 | |
| Women | “The natural choice for a lady with taste.” “The slimmer cigarette with natural menthol women like.” | 0 | 0 | 1 | 1 | 0 | 0 | 2 | 0 | 0 | 4 | |
| Product quality | ||||||||||||
| Taste | “You have the natural taste of tobacco.” “Natural tobacco flavour unlocked at last!” | 0 | 1 | 1 | 2 | 5 | 8 | 8 | 1 | 1 | 27 | |
| Smell | “Only fine old tobacco can give that natural aroma and fragrance.” “With a natural tobacco fragrance.” | 0 | 0 | 2 | 0 | 0 | 0 | 0 | 0 | 0 | 2 | |
| Strength | “You’re smoking tobacco that’s…naturally mild.” “Pall Mall’s famous length…gentles the smoke naturally.” | 0 | 0 | 2 | 1 | 6 | 6 | 1 | 0 | 0 | 16 | |
| Duration | “The tobacco is naturally slow burning.” “Being slower-burning, Camels naturally last longer.” | 0 | 0 | 2 | 0 | 0 | 0 | 0 | 0 | 1 | 3 | |
| Filter | “Filter made from pure cellulose—soft, snow white, natural.” “The extra length of tobacco acts as an effective natural filter.” | 0 | 0 | 0 | 1 | 4 | 0 | 0 | 0 | 1 | 6 | |
| Menthol | “…full natural menthol flavour.” “Taste the freshness of natural menthol.” | 0 | 0 | 0 | 0 | 1 | 3 | 5 | 1 | 2 | 12 | |
| Other Ingredients | “Naturally reduced in tar and nicotine.” “Additive free, all natural premium tobacco.” | 0 | 0 | 0 | 0 | 3 | 0 | 2 | 2 | 18 | 25 | |
| Number of advertisements identified* | 4 | 3 | 22 | 12 | 24 | 14 | 16 | 4 | 27 | 126 | ||
*Advertisements were coded for multiple themes; thus, the total number of themes identified in each decade might exceed the total number of advertisements.