Table 3

Characteristics of menthol cigarette print ads 1 June 2012–28 February 2013

Total (n=32)Newport (n=28)American Spirit (n=4)
Themes
 Harm-reduction404
 Individuality413
 Masculinity660
 Sociability28280
 Sexual content/romance25250
Selling proposition
 Taste highlighted31283
 Sweepstakes offered220
 Coupons offered303
Setting
 None/unclear15114
 Bar/restaurant220
 Home330
 Other indoor setting440
 Outdoors550
 Sports220
 Other110
Link to website provided32284