Table 1
Detailed descriptions of the three alcohol adverts used in this study
| Product name | Advert description | Still image and link to full advert |
|---|---|---|
| Fosters Radler - a type of lager flavoured with lemon juice (2% ABV) | The advert depicts a sunny beach scene in Australia with a number of young adults and a Fosters-branded beach hut. It focuses on two male characters (Brad and Dan, featured in numerous Fosters advertising campaigns) playing a game of beach volleyball against two women. The advert has a humorous theme, with the two men cheating at the game to score a point against the two women, then celebrating and immediately stopping the game saying ‘we have earned some light refreshment’. Throughout the advert rock music is playing in the background (Burning Heart by Survivor, from the Rocky IV soundtrack) and the advert finishes with the slogan ‘#GoodCall’. Duration: 50 seconds. |  Still image from Fosters Radler ‘Good Call’ advert, available at https://www.youtube.com/watch?v=eJS1slpJIns |
| Haig Club Clubman whisky (40% ABV) | The advert begins in the Scottish countryside with a river in a valley and a voiceover says ‘let us talk about the rules of whisky’. The advert cuts to a city skyline at night and then a bar, while a voiceover describes several ‘rules’ which are simultaneously broken on-screen. For example the voiceover says ‘they say you should drink it neat’ while on-screen a group of people including David Beckham are enjoying long drinks in a bar (whisky mixed with cola), and ‘if you must, a single cube of ice’ while on-screen an ice cube is run down the back of a woman’s neck and an ice sculpture is shattered for dramatic effect at an event. The overall theme of the advert is one of playful rebelliousness and it depicts an exclusive high-end lifestyle. Music is playing in the background (W.A.R.R.I.O.R. by Ebony Bones) throughout, and the ad ends with the slogan ‘Make Your Own Rules’. Duration: 60 seconds |  Still image from Haig Club Clubman ‘Make Your Own Rules’ advert, available at https://www.youtube.com/watch?v=pYi246nl7-Q |
| Smirnoff vodka (37.5% ABV) | The advert begins introducing the viewer to a deaf dance teacher and shows him walking around a housing estate in an urban area and preparing to teach. Dancehall music plays in the background (Watch Me Now by Busy Signal), becoming increasingly upbeat throughout the advert. The teacher leads a group in a choreographed routine which progresses into members of the group taking turns to improvise, encouraged by the rest of the group. The theme is inclusivity, with an ethnically diverse group of dancers who are deaf led by an inspiring teacher also with a disability. This theme was part of the ‘We’re Open’ Smirnoff campaign around inclusivity (other adverts featured people who are LGBT, migrants and a DJ/model with albinism). The advert ends with the slogan ‘Whatever Your Beat’ and the ‘We’re Open’ slogan for the Smirnoff Experience music festival. There is also an adapted responsible drinking message: ‘party intelligently’. Duration: 43 seconds |  Still image from Smirnoff ‘We’re Open’ advert, available at https://www.youtube.com/watch?v=vkrMTmy_-Xk |
| Product name | Advert description | Still image and link to full advert |
|---|---|---|
| Fosters Radler - a type of lager flavoured with lemon juice (2% ABV) | The advert depicts a sunny beach scene in Australia with a number of young adults and a Fosters-branded beach hut. It focuses on two male characters (Brad and Dan, featured in numerous Fosters advertising campaigns) playing a game of beach volleyball against two women. The advert has a humorous theme, with the two men cheating at the game to score a point against the two women, then celebrating and immediately stopping the game saying ‘we have earned some light refreshment’. Throughout the advert rock music is playing in the background (Burning Heart by Survivor, from the Rocky IV soundtrack) and the advert finishes with the slogan ‘#GoodCall’. Duration: 50 seconds. | Still image from Fosters Radler ‘Good Call’ advert, available at https://www.youtube.com/watch?v=eJS1slpJIns |
| Haig Club Clubman whisky (40% ABV) | The advert begins in the Scottish countryside with a river in a valley and a voiceover says ‘let us talk about the rules of whisky’. The advert cuts to a city skyline at night and then a bar, while a voiceover describes several ‘rules’ which are simultaneously broken on-screen. For example the voiceover says ‘they say you should drink it neat’ while on-screen a group of people including David Beckham are enjoying long drinks in a bar (whisky mixed with cola), and ‘if you must, a single cube of ice’ while on-screen an ice cube is run down the back of a woman’s neck and an ice sculpture is shattered for dramatic effect at an event. The overall theme of the advert is one of playful rebelliousness and it depicts an exclusive high-end lifestyle. Music is playing in the background (W.A.R.R.I.O.R. by Ebony Bones) throughout, and the ad ends with the slogan ‘Make Your Own Rules’. Duration: 60 seconds | Still image from Haig Club Clubman ‘Make Your Own Rules’ advert, available at https://www.youtube.com/watch?v=pYi246nl7-Q |
| Smirnoff vodka (37.5% ABV) | The advert begins introducing the viewer to a deaf dance teacher and shows him walking around a housing estate in an urban area and preparing to teach. Dancehall music plays in the background (Watch Me Now by Busy Signal), becoming increasingly upbeat throughout the advert. The teacher leads a group in a choreographed routine which progresses into members of the group taking turns to improvise, encouraged by the rest of the group. The theme is inclusivity, with an ethnically diverse group of dancers who are deaf led by an inspiring teacher also with a disability. This theme was part of the ‘We’re Open’ Smirnoff campaign around inclusivity (other adverts featured people who are LGBT, migrants and a DJ/model with albinism). The advert ends with the slogan ‘Whatever Your Beat’ and the ‘We’re Open’ slogan for the Smirnoff Experience music festival. There is also an adapted responsible drinking message: ‘party intelligently’. Duration: 43 seconds | Still image from Smirnoff ‘We’re Open’ advert, available at https://www.youtube.com/watch?v=vkrMTmy_-Xk |
Table 1
Detailed descriptions of the three alcohol adverts used in this study
| Product name | Advert description | Still image and link to full advert |
|---|---|---|
| Fosters Radler - a type of lager flavoured with lemon juice (2% ABV) | The advert depicts a sunny beach scene in Australia with a number of young adults and a Fosters-branded beach hut. It focuses on two male characters (Brad and Dan, featured in numerous Fosters advertising campaigns) playing a game of beach volleyball against two women. The advert has a humorous theme, with the two men cheating at the game to score a point against the two women, then celebrating and immediately stopping the game saying ‘we have earned some light refreshment’. Throughout the advert rock music is playing in the background (Burning Heart by Survivor, from the Rocky IV soundtrack) and the advert finishes with the slogan ‘#GoodCall’. Duration: 50 seconds. | Still image from Fosters Radler ‘Good Call’ advert, available at https://www.youtube.com/watch?v=eJS1slpJIns |
| Haig Club Clubman whisky (40% ABV) | The advert begins in the Scottish countryside with a river in a valley and a voiceover says ‘let us talk about the rules of whisky’. The advert cuts to a city skyline at night and then a bar, while a voiceover describes several ‘rules’ which are simultaneously broken on-screen. For example the voiceover says ‘they say you should drink it neat’ while on-screen a group of people including David Beckham are enjoying long drinks in a bar (whisky mixed with cola), and ‘if you must, a single cube of ice’ while on-screen an ice cube is run down the back of a woman’s neck and an ice sculpture is shattered for dramatic effect at an event. The overall theme of the advert is one of playful rebelliousness and it depicts an exclusive high-end lifestyle. Music is playing in the background (W.A.R.R.I.O.R. by Ebony Bones) throughout, and the ad ends with the slogan ‘Make Your Own Rules’. Duration: 60 seconds | Still image from Haig Club Clubman ‘Make Your Own Rules’ advert, available at https://www.youtube.com/watch?v=pYi246nl7-Q |
| Smirnoff vodka (37.5% ABV) | The advert begins introducing the viewer to a deaf dance teacher and shows him walking around a housing estate in an urban area and preparing to teach. Dancehall music plays in the background (Watch Me Now by Busy Signal), becoming increasingly upbeat throughout the advert. The teacher leads a group in a choreographed routine which progresses into members of the group taking turns to improvise, encouraged by the rest of the group. The theme is inclusivity, with an ethnically diverse group of dancers who are deaf led by an inspiring teacher also with a disability. This theme was part of the ‘We’re Open’ Smirnoff campaign around inclusivity (other adverts featured people who are LGBT, migrants and a DJ/model with albinism). The advert ends with the slogan ‘Whatever Your Beat’ and the ‘We’re Open’ slogan for the Smirnoff Experience music festival. There is also an adapted responsible drinking message: ‘party intelligently’. Duration: 43 seconds | Still image from Smirnoff ‘We’re Open’ advert, available at https://www.youtube.com/watch?v=vkrMTmy_-Xk |
| Product name | Advert description | Still image and link to full advert |
|---|---|---|
| Fosters Radler - a type of lager flavoured with lemon juice (2% ABV) | The advert depicts a sunny beach scene in Australia with a number of young adults and a Fosters-branded beach hut. It focuses on two male characters (Brad and Dan, featured in numerous Fosters advertising campaigns) playing a game of beach volleyball against two women. The advert has a humorous theme, with the two men cheating at the game to score a point against the two women, then celebrating and immediately stopping the game saying ‘we have earned some light refreshment’. Throughout the advert rock music is playing in the background (Burning Heart by Survivor, from the Rocky IV soundtrack) and the advert finishes with the slogan ‘#GoodCall’. Duration: 50 seconds. | Still image from Fosters Radler ‘Good Call’ advert, available at https://www.youtube.com/watch?v=eJS1slpJIns |
| Haig Club Clubman whisky (40% ABV) | The advert begins in the Scottish countryside with a river in a valley and a voiceover says ‘let us talk about the rules of whisky’. The advert cuts to a city skyline at night and then a bar, while a voiceover describes several ‘rules’ which are simultaneously broken on-screen. For example the voiceover says ‘they say you should drink it neat’ while on-screen a group of people including David Beckham are enjoying long drinks in a bar (whisky mixed with cola), and ‘if you must, a single cube of ice’ while on-screen an ice cube is run down the back of a woman’s neck and an ice sculpture is shattered for dramatic effect at an event. The overall theme of the advert is one of playful rebelliousness and it depicts an exclusive high-end lifestyle. Music is playing in the background (W.A.R.R.I.O.R. by Ebony Bones) throughout, and the ad ends with the slogan ‘Make Your Own Rules’. Duration: 60 seconds | Still image from Haig Club Clubman ‘Make Your Own Rules’ advert, available at https://www.youtube.com/watch?v=pYi246nl7-Q |
| Smirnoff vodka (37.5% ABV) | The advert begins introducing the viewer to a deaf dance teacher and shows him walking around a housing estate in an urban area and preparing to teach. Dancehall music plays in the background (Watch Me Now by Busy Signal), becoming increasingly upbeat throughout the advert. The teacher leads a group in a choreographed routine which progresses into members of the group taking turns to improvise, encouraged by the rest of the group. The theme is inclusivity, with an ethnically diverse group of dancers who are deaf led by an inspiring teacher also with a disability. This theme was part of the ‘We’re Open’ Smirnoff campaign around inclusivity (other adverts featured people who are LGBT, migrants and a DJ/model with albinism). The advert ends with the slogan ‘Whatever Your Beat’ and the ‘We’re Open’ slogan for the Smirnoff Experience music festival. There is also an adapted responsible drinking message: ‘party intelligently’. Duration: 43 seconds | Still image from Smirnoff ‘We’re Open’ advert, available at https://www.youtube.com/watch?v=vkrMTmy_-Xk |
