Table 1.

Mean Perceptions of Each Ad Included in the Study^*

Ad	Appeal**	Excessive Drinking**	Responsible Drinking**	Alcohol Consumption***
1	3.0 (1.1)	2.4 (1.1)	2.6 (1.0)	4.0 (2.2)
2	2.3 (1.0)	2.0 (1.0)	3.7 (0.9)	2.7 (2.2)
3	3.3 (1.1)	2.8 (1.2)	2.8 (0.9)	5.6 (2.5)
4	3.2 (1.1)	3.4 (1.2)	2.5 (1.0)	6.7 (3.4)
5	2.6 (1.1)	3.1 (1.4)	2.3 (0.9)	9.2 (4.4)
Total	2.9 (1.1)	2.7 (1.3)	2.8 (1.0)	5.6 (3.8)

^*Mean (SD)

^**Likert Scale Scores (possible range = 1–5)

^***Number of drinks