Table 2.

Summary of participants’ responses to warnings

Image	Summary evaluations
Novel Health Themes
Stuffed Lungs	• High visual impact;
	• Easily understood;
	• Strong salience (especially with male participants);
	• Risk seen as distal and inconvenient rather than life-threatening
Eyeball	• High visual impact;
	• Poorly understood;
	• Limited salience, though multiple messages resonated with the few who understood these;
	• Not seen as presenting an immediate risk.
Social Risk Themes
Male and female mouth (two images)	• High visual impact;
	• Easily understood;
	• Strong salience with both males and females;
	• Immediate risk that stimulated concern despite reported precautions
Perfume bottle	• Weaker visual impact;
	• Not easily understood;
	• Strong salience with both males and females;
	• Immediate risk but lower levels of concern
Product Denormalisation Themes
Dagger	• Moderate visual impact;
	• Easily understood;
	• Weak salience;
	• Not seen as presenting an immediate risk.
Poison bottle	• Weaker visual impact;
	• Easily understood;
	• Weak salience;
	• Not seen as presenting an immediate risk.
Ashtray	• Weaker visual impact;
	• Easily understood;
	• Weak salience;
	• Not seen as presenting an immediate risk.