None given

8 (20.5)

7 (13.7)

10 (29.4)

23 (24.0)

(Χ²)_UK = 6.44, df = 3, p > 0.05 (Χ²)_Malaysia = 6.68, df = 3, p > 0.05

Frustration

N = 42

N = 58

N = 39

N = 97

Yes

4 (9.5)

4 (6.9)

1 (2.6)

14 (14.4)

No

38 (90.5)

54 (93.1)

38 (97.4)

83 (85.6)

(Χ²)_UK = 0.23, df = 1, p > 0.05 (Χ²)_Malaysia = 3.99, df = 1, p < 0.05

Humour

N = 42

N = 58

N = 39

N = 97

Yes

18 (42.9)

18 (31.0)

4 (10.3)

12 (12.4)

No

24 (57.1)

40 (69.0)

35 (89.7)

85 (87.6)

(Χ²)_UK = 1.48, df = 1, p > 0.05 (Χ²)_Malaysia = 0.12, df = 1, p > 0.05

Roles of those in humorous advertisements

N = 18

N = 18

N = 4

N = 12

Profess.

7 (38.9)

4 (22.2)

2 (5.1)

1 (1.0)

Non-prof

11 (61.1)

14 (77.8)

2 (5.1)

11(11.3)

(Χ²)_UK = 1.18, df = 1, p > 0.05 (Χ²)_Malaysia = 3.42, df = 1*

Sexualisation

N = 42

N = 58

N = 39

N = 97

Yes

3 (7.1)

11 (19.0)

0 (0.0)

9 (9.3)

No

39 (93.0)

47 (81.0)

39 (100)

88 (90.7)

(Χ²)_UK = 2.83, df = 1, p > 0.05 (Χ²)_Malaysia = 3.88, df = 1, p < 0.05