Skip to main content

Table 1 Description of peer crowd groups and example images. Images courtesy of Rescue Agency, which has permission for use and grants permission for publication in this article

From: Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing

Peer crowd and description

Sample images representing crowd

Example advertisements

Mainstream:

- Not motivated by social status

- Prioritize family, career, or religion over socializing

- Prefer a small number of close friends over many acquaintance

A. Blu magazine advertisement featuring a woman sitting indoors [35]

B. Blu Instagram advertisement featuring two men and a woman sitting outdoors on dried leaves [36]

C. VaporFi Instagram advertisement featuring a woman [37]

D. Green Smoke website advertisement featuring a mature couple sitting together [38]

Young Professional:

- Prioritize career and networking over partying

- Won’t engage in behaviors that risk career

- Dress well (not necessarily trendy)

E. Mistic website advertisement featuring four young adults in a meeting room [39]

F. Ploom website advertisement featuring a White woman [40]

G. NJOY Twitter advertisement featuring a man on a rooftop [41]

H. Blow Vapor Facebook advertisement featuring a man wearing a brown suit in front of a tiled wall indoors [42]

Hip Hop:

- Believe they have to overcome a disproportionate amount of struggles

- Value strength, honor, and respect

- Clothing/style are important status symbols

I. Blu magazine advertisement featuring a man in a casino [43]

J. NJOY Instagram advertisement with two young adults outdoors [44]

K. VaporFi Instagram advertisement with a female with dreadlocks in a car [45]

L. VaporFi Instagram advertisement featuring a man sitting by a tree [46]

Hipster:

- Counter-culture groups

- Value individuality and creativity

- Prioritize supporting local art, music and other creatives

- Trendsetters

M. Blu magazine advertisement featuring a woman with tattooed arm [47]

N. Blu Instagram advertisement featuring a young man with a nose ring [48]

O. Fin magazine advertisement featuring a woman posing in front of an old-fashioned airplane [49]

P. V2 Facebook advertisement featuring a man with sunglasses and moustache [50]

Q. MarkTen magazine advertisement featuring an old man with sunglasses [51]

R. ProVape Facebook advertisement with a senior woman wearing a large necklace [52]

Partier:

- Highly value social status

- Prioritize going out to bars and parties

- Clothing and style are important status symbols, and take great care of their appearance

S. Blu magazine advertisement with three young men posing in a photo booth [53]

T. Blu magazine advertisement with a young woman posing on a chair [54]

U. Playboy magazine advertisement with a young man with many female hands and a close-up of a woman’s face [55]

V. Cigavette Instagram advertisement with a young woman lying on a bed [56]