Table 3.

Themes and their corresponding keywords.

Labels	Term cut-off	Keywords	Comment cut-off	Number of archetypesa	Exemplarb
Risk of pregnancy	0.317	sex, pregnancy, woman, mean, contraception	0.318	67	“...No contraception is 100%. What a dumb ad”
Alcohol and culture	0.320	wine, eat, raw, fish, pregnancy,	0.331	69	“Explain all the European pregnant women who drink wine on a daily basis because it’s a cultural habit...?”
Credibility of the campaign	0.288	stop, stupid, risk, drink, problem	0.278	49	“What a stupid campaign, everything has ‘risks’ but this just seems like a big fat waste of time.”
Contraceptionfailure	0.319	pill, miss, condom, time, period	0.352	35	“...The ad should be ‘missed a pill? wear a condom’(or probably get him to wear one hahaha)”

^aThe number of comments with meaning-making theme information weight above a critical level.

^bExemplars are snippets of the archetypes with the highest information weight for that meaning-making theme.