Characteristics of menthol cigarette print ads 1 June 2012–28 February 2013
| Total (n=32) | Newport (n=28) | American Spirit (n=4) | |
|---|---|---|---|
| Themes | |||
| Harm-reduction | 4 | 0 | 4 |
| Individuality | 4 | 1 | 3 |
| Masculinity | 6 | 6 | 0 |
| Sociability | 28 | 28 | 0 |
| Sexual content/romance | 25 | 25 | 0 |
| Selling proposition | |||
| Taste highlighted | 31 | 28 | 3 |
| Sweepstakes offered | 2 | 2 | 0 |
| Coupons offered | 3 | 0 | 3 |
| Setting | |||
| None/unclear | 15 | 11 | 4 |
| Bar/restaurant | 2 | 2 | 0 |
| Home | 3 | 3 | 0 |
| Other indoor setting | 4 | 4 | 0 |
| Outdoors | 5 | 5 | 0 |
| Sports | 2 | 2 | 0 |
| Other | 1 | 1 | 0 |
| Link to website provided | 32 | 28 | 4 |