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The image of smoking
Title: Brand appearances in contemporary cinema films and contribution to global marketing of cigarettes
Author: J. Sargent, et al.
Address: Lebanon, NH
Source: The Lancet 357:29-32 (January) 2001
Summary: Researchers analyzed the content of the top 25 box-office hits in the US from 1988-1997 (n=250) to determine the link between exposure to tobacco use in films and smoking habits in a sample of US adolescents. They also compared the prevalence of brand appearances for films produced prior to a voluntary ban on paid product placement by the tobacco industry (1988-90) with films produced after the ban (1991-97). They found that more than 85% of the films contained tobacco use, and tobacco brands appeared in 28%. Not only were brand appearances common in films for adolescent and adult audiences, but they were also present in 20% of the films rated for children. The prevalence of brand appearance did not change overall in relation to the ban. However, actor endorsement (display of a brand while being handled or used by an actor) increased from 1% before the ban to 11% after the ban. Four US cigarette brands accounted for 80% of brand appearances. Researchers concluded that cigarette-brand appearances are quite common in popular films. Moreover, the brands that appear most frequently are also the most highly advertised in the US. Even though tobacco companies ended direct financial payments for brand placements in 1989, researchers were not able to identify a downward trend in the frequency of tobacco brand appearances in films.
Comment: Have you ever noticed how many film smokers look as if they really do not know how to smoke? At the same time they are portrayed as characters with whom to identify and emulate. Why is this? Money or cool?