Table 1. Elements of commercials analyzed .
| N = 103 | Percent | |
| Length (s) | ||
| 10-15 | 21 | 20.4 |
| 25-31 | 59 | 57.3 |
| 35-45 | 4 | 3.9 |
| 60-90 | 19 | 18.4 |
| Alcohol reference | ||
| Any | 13 | 12.6 |
| Actors drinking | 5 | 4.9 |
| Implied | 10 | 9.7 |
| Brand appears | 4 | 3.9 |
| Other reference | 6 | 5.8 |
| Type of alcohol | ||
| Beer | 8 | 7.8 |
| Wine/wine cooler | 8 | 7.8 |
| Spirits/mixed drinks | 7 | 6.8 |
| Foods | ||
| Snack | 6 | 5.6 |
| Restaurant chain | 6 | 5.8 |
| Fast food | 3 | 2.9 |
| Fine dining | 1 | 1.0 |
| Highlights | ||
| Ingredients | 3 | 2.9 |
| Price value | 8 | 7.8 |
| Guarantees or warranties | 5 | 4.9 |
| Safety | 4 | 3.9 |
| Research | 0 | 0.0 |
| New ideas or concepts | 18 | 17.5 |
| Quality of product | 41 | 39.8 |
| Packaging | 3 | 2.9 |
| Nutrition | 4 | 3.9 |
| Taste | 16 | 15.5 |
| Special offers | 5 | 4.9 |
| Availability | 10 | 9.7 |
| Performance | 1 | 1.0 |
| Celebrity appearance | 29 | 28.2 |
| Genders shown | ||
| Males only | 21 | 20.4 |
| Females only | 0 | 0.0 |
| Both | 76 | 73.8 |
| Neither (no people) | 6 | 5.8 |
| Ages portrayed (y) | ||
| Under 21 | 29 | 28.2 |
| 21-30 | 58 | 56.3 |
| 31-40 | 80 | 77.7 |
| 41-50 | 53 | 51.5 |
| 50+ | 30 | 29.1 |
| Themes & elements | ||
| Partying | 3 | 2.9 |
| Fun with Friends | 13 | 12.6 |
| Being Cool | 4 | 3.9 |
| Enjoyment/Relaxation | 25 | 24.3 |
| Happiness | 27 | 26.2 |
| Having a free spirit | 4 | 3.9 |
| Manly | 4 | 3.9 |
| Women | 7 | 6.8 |
| Sports | 19 | 18.4 |
| Comedy/humor | 43 | 41.7 |
| Innovation/status | 25 | 24.3 |
| Household/lifestyle | 8 | 7.8 |
| Political | 3 | 2.9 |
| Art/Imagery | 11 | 10.7 |
| Luxury | 11 | 10.7 |
| Tradition | 3 | 2.9 |
| Love | 10 | 9.7 |
| Violence/action | 24 | 23.3 |
| Explosions/guns | 17 | 16.5 |
| Movie promotion | 6 | 5.8 |
| TV show promotion | 14 | 13.6 |
| Sexual use/hints | 11 | 10.7 |
| Health promotion | 6 | 5.8 |
| Catch phrase | 19 | 18.4 |
| Explosions/guns | 17 | 16.5 |