Table 3.

Top-five class indicators and proportion of ads of each product type and brand belonging to a class

	Class 1: “Partying”		Class 2: “Quality”		Class 3: “Sports”		Class 4: “Manly”		Class 5: “Relax”
	Indicator	Prob.	Indicator	Prob.	Indicator	Prob.	Indicator	Prob.	Indicator	Prob.
	Humor	0.73	Quality	0.55	Humor	0.78	Manly	1.00	Artistic	0.77
	Friends	0.34	Friends	0.31	Sports	0.75	Humor	0.63	Relax	0.70
	Partying	0.32	Artistic	0.30	Friends	0.73	Artistic	0.58	Friends	0.65
	Love	0.26	Taste	0.25	Manly	0.09	Luxury	0.57	Sexy	0.40
	Sexy	0.23	Tradition	0.12	Relax	0.08	Friends	0.42	Taste	0.35
	% of ads (n=581)
Total	41.5		24.3		16.7		9.8		7.7
Type of alcohol
Alcopops	74.1		14.8		11.1		0.0		0.0
Flavored Spirits	66.7		20.5		10.3		2.6		0.0
Liqueur	63.2		21.1		0.0		0.0		15.8
Beer	40.5		24.4		21.3		10.9		2.9
Spirits	30.7		29.5		9.1		15.9		14.8
Flavored Beer	0.0		21.7		0.0		0.0		78.3
Brands
Malibu Rum	100.0		0.0		0.0		0.0		0.0
Stolichnaya	100.0		0.0		0.0		0.0		0.0
Corona	91.7		0.0		4.2		0.0		4.2
Captain Morgan	84.0		0.0		16.0		0.0		0.0
Mike's Hard Lemonade	77.8		5.6		16.7		0.0		0.0
Jose Cuervo Tequila	71.4		28.6		0.0		0.0		0.0
Heineken	66.7		11.1		22.2		0.0		0.0
Bacardi	60.0		0.0		40.0		0.0		0.0
Smirnoff	60.0		40.0		0.0		0.0		0.0
Jim Beam	54.5		27.3		0.0		18.2		0.0
Bud Light	52.1		9.6		18.1		0.0		20.2
Baileys	50.0		50.0		0.0		0.0		0.0
Miller	46.7		20.0		17.3		13.3		2.7
Michelob	41.7		33.3		8.3		0.0		16.7
Sam Adams	0.0		93.8		0.0		0.0		6.3
Jack Daniels	0.0		90.9		0.0		9.1		0.0
Crown Royal	25.0		75.0		0.0		0.0		0.0
Absolut	33.3		66.7		0.0		0.0		0.0
Southern Comfort	0.0		50.0		0.0		0.0		50.0
Budweiser	31.4		47.1		17.6		3.9		0.0
Stella Artois	27.3		36.4		0.0		9.1		27.3
Patron Tequila	14.3		28.6		57.1		0.0		0.0
Coors	27.3		13.6		56.1		3.0		0.0
Dos Equis	0.0		0.0		0.0		100.0		0.0
Ketel One	0.0		0.0		0.0		100.0		0.0
Guinness	14.3		21.4		14.3		50.0		0.0
Grand Marnier	0.0		0.0		0.0		0.0		100.0
Grey Goose	0.0		22.2		0.0		5.6		72.2