Table 2. Associations of themes with presence of alcohol or violence/action in commercial .
| Themes & Elements | N | % | Alcohol Reference | Violence/Action | ||||
| Yes | No | P | Yes | No | P | |||
| Total | 103 | 100 | 13 | 90 | 24 | 79 | ||
| Partying | 3 | 2.9 | 2 | 1 | 0.041 | 0 | 3 | 1.000 |
| Fun with friends | 13 | 12.6 | 4 | 9 | 0.058 | 0 | 13 | 0.035 |
| Being cool | 4 | 3.9 | 0 | 4 | 1.000 | 0 | 4 | 0.571 |
| Enjoyment/relaxation | 25 | 24.3 | 7 | 18 | 0.014 | 2 | 23 | 0.055a |
| Happiness | 27 | 26.2 | 5 | 22 | 0.318a | 0 | 27 | <0.001 a |
| Having a free spirit | 4 | 3.9 | 0 | 4 | 1.000 | 0 | 4 | 0.571 |
| Manly | 4 | 3.9 | 2 | 2 | 0.077 | 2 | 2 | 0.231 |
| Women | 7 | 6.8 | 1 | 6 | 1.000 | 4 | 3 | 0.050 |
| Sports | 19 | 18.4 | 3 | 16 | 0.703 | 0 | 19 | 0.006 a |
| Comedy/humor | 43 | 41.7 | 5 | 38 | 1.000 | 5 | 38 | 0.019 a |
| Innovation/status | 25 | 24.3 | 2 | 23 | 0.730 | 1 | 24 | 0.007 |
| Household/lifestyle | 8 | 7.8 | 0 | 8 | 0.591 | 0 | 8 | 0.193 |
| Political | 3 | 2.9 | 0 | 3 | 1.000 | 0 | 3 | 1.000 |
| Art/imagery | 11 | 10.7 | 1 | 10 | 1.000 | 5 | 6 | 0.123 |
| Luxury | 11 | 10.7 | 4 | 7 | 0.031 | 2 | 9 | 1.000 |
| Tradition | 3 | 2.9 | 2 | 1 | 0.041 | 1 | 2 | 0.553 |
| Love | 10 | 9.7 | 2 | 8 | 0.611 | 1 | 9 | 0.446 |
| Violence/action | 24 | 23.3 | 8 | 18 | 0.072 | – | – | – |
| Explosions/guns | 17 | 16.5 | 4 | 13 | 0.221 | 17 | 0 | <0.001 |
| Movie promotion | 6 | 5.8 | 2 | 4 | 0.165 | 6 | 0 | <0.001 |
| TV show promotion | 14 | 13.6 | 1 | 13 | 1.000 | 9 | 5 | <0.001 |
| Sexual use/hints | 11 | 10.7 | 2 | 9 | 0.627 | 4 | 7 | 0.277 |
| Health promotion | 6 | 5.8 | 1 | 5 | 0.565 | 0 | 6 | 0.332 |
| Catch phrase | 19 | 18.4 | 0 | 19 | 0.119 | 0 | 19 | 0.006 |
aChi-square test used instead of Fisher’s exact test