Table 2.

Examples of how advertisements were categorized

Campaign	Coding	Advertisement description
Emotional consequences (Anthony Hicks) 14	Theme: smoking cessation	Featured Anthony Hicks, a 58-year-old smoker with throat and lung cancer, lying in a hospital bed struggling to breathe. Mr Hicks talks about his illness and how his daughter is due to visit him. The following image says he died 10 days after filming, and never got to see his daughter again
	Informational content: negative health and emotional consequences of smoking
	Emotional content: negative
	Style: testimonial
Reasons 15	Theme: smoking cessation	Featured a number of adults talking about their reasons for giving up smoking. Advertisement showed parents talking about all the things they're looking forward to doing with their children. These included weddings; teaching their kids to drive; special holidays; and holding their grandchildren
	Informational content: positive consequences of quitting, how to quit
	Emotional content: positive
	Style: acted scenes