| Adolescents (12–18 years old) | Clas Mild (kretek filter) | Enjoyment, pleasure (1) |
| | Being a modern woman (1) |
| Star Mild (kretek filter) | Friendship/social (1) |
| | Adventure/sports (1) |
| | Masculinity (1) |
| Djarum Super (kretek filter)Marlboro Filter (white) | Adventure/sports (1)Adventure/sports(1) |
| Sampoerna Hijau (kretek filter) | Friendship/social (1) |
| | Masculinity (1) |
| Young adults (19–25 years old) | LA Lights (kretek filter) | Enjoyment, pleasure (1) |
| | Control of emotions/balance (1) |
| | Being a modern woman (1) |
| Clas Mild (kretek filter) | Enjoyment, pleasure (1) |
| | Being a modern woman (1) |
| Gudang Garam (kretek filter) | Masculinity (1) |
| | Nationalism (2) |
| Djarum Black (kretek filter) | Modernity (2) |
| | Control of emotions/balance (1) |
| Djarum Super (kretek filter) | Adventure/sports (1) |
| Marlboro Filter (white) | Adventure/sports (1) |
| | Masculinity (1) |
| Lucky Strike filter (white) | Adventure/sports (1) |
| Marlboro Mix 9 (kretek filter) | Adventure/sports (1) |
| | Masculinity (1) |
| | Tradition (2) |
| Adults (26–35 years old) | Dji Sam Soe (kretek) | Masculinity (1) |
| | Tradition (2) |
| | Adventure/sports (1) |
| Djarum Super (kretek filter) | Adventure/sports (1) |
| Sampoerna A Mild (kretek filter) | Expressing critical political views (2) |
| | Control of emotions/balance (1) |
| Sampoerna (all of their kreteks; adverts representing the company not particular brands) | Tradition (2)Nationalism (2) |
| Gudang Garam International (kretek filter) | Modernity/Indonesian modernity(2) |
| | Masculinity (1) |
| | Globalisation (2) |
| Marlboro Filter (white) | Adventure/sports (1) |
| | Masculinity (1) |
| Marlboro Mix 9 (kretek filter) | Adventure/sports (1) |
| | Masculinity (1) |
| | Tradition (2) |
| Older adults (36–60 years old) | Diplomat Wismilak (kretek filter) | Globalisation (2) |
| | Modernity/Indonesian modernity (2) |
| Dji Sam Soe (kretek filter) | Tradition (2); Loyalty (2) |
| Djarum 76 (kretek) | Tradition (2); Nationalism (2) |
| Gudang Garam International (kretek filter) | Modernity/Indonesian modernity(2)/Globalisation (2) |
| | Masculinity (1) |