| Titre : | Brand appearances in contemporary cinema films and contribution to global marketing of cigarettes. (2001) |
| Auteurs : | James-D SARGENT ; Mbridget AHRENS ; Michael-L BEACH ; Madeline-A DALTON ; Todd-F HEATHERTON ; Jennifer-J TICKLE ; Department of Community and Family Medicine. Dartmouth Medical School. Hanover NH. USA ; Department of Pediatrics. Dartmouth Medical School. Hanover NH. USA ; Department of Psychological and Brain Sciences. Dartmouth College. Hanover. USA ; Norris Cotton Cancer Center. Dartmouth Medical Schol. Hanover NH. USA |
| Type de document : | Article |
| Dans : | Lancet (The) (vol. 357, n° 9249, 2001) |
| Pagination : | 29-32 |
| Langues: | Anglais |
| Mots-clés : | Activité artistique ; Publicité ; Tabac ; Commercialisation ; Cigarette ; Etats Unis ; Amérique ; Amérique du Nord |
| Résumé : | [BDSP. Notice produite par INIST QcuR0xNN. Diffusion soumise à autorisation]. Background The appearance of a cigarette brand in a cinema film gives the brand a certain distinction through its association with the characters and general tone of the film. Through the worldwide distribution of films, brands are promoted globally. We assessed the tobacco-brand appearances in a 10-year sample of contemporary films. Methods We viewed the contents of the top 25 US box-office films for each year of release, from 1988 to 1997 (250 films in total). We compared the prevalence of brand appearances for films produced before a voluntary ban on paid product placement by the tobacco industry (1988-90) with films produced after the ban (1991-97). Tobacco-brand appearance was defined as the screen appearance of a brand name, logo, or identifiable trademark on products or product packaging, billboards, store-front advertising, or tobacco promotional items. We defined actor endorsement of a brand as the display of a brand while being handled or used by an actor. Findings More than 85% of the films contained tobacco use. Tobacco brands appeared in 70 (28%) films. Brand appearances were as common in films suitable for adolescent audiences as they were in films for adult audiences (32 vs 35%), and were also present in 20% of those rated for children. Prevalence of brand appearance did not change overall in relation to the ban. (...) |
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