Table 1. Description of advertisements shown to respondents (Study Two).

Advertiser	Tagline	Description of ad
Drinkwise Australia	‘How to drink properly’	Black and white ad featuring an animated James Bond-like character who tells viewers to avoid drinking “like an amateur” or risk ending up too drunk.
Drinkwise Australia	‘Kids absorb your drinking’	Ad shows a boy getting a beer out of the fridge for his dad, highlighting the relationship between the way parents drink and how their children grow up to drink.
Budweiser	‘Friends are waiting’	Shows the friendship a man shares with his dog. Things take a twist, when one night the dog’s owner fails to return home after a night of drinking with his friends. The ad tells viewers to “make a plan to make it home” because “your friends are counting on you”.
NSW Health	‘Know when to say when’	Ad shows the spectrum of consequences from drinking, not only for the drinker but also for people they come in contact with.