Prevalence of food and beverage brands in movies: 1996-2005.
Prevalence of food and beverage brands in movies: 1996-2005.
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DOI：
10.1542/peds.2009-0857
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发表时间：
2010-03
期刊：
影响因子：
8
通讯作者：
Dalton M
中科院分区：
文献类型：
--
作者：
Sutherland LA;Mackenzie T;Purvis LA;Dalton M
本研究的目的是描述食品和饮料的品牌植入在一个大的代表性样本的流行电影。我们确定并编码了1996年至2005年每年美国票房前20名电影中食品，饮料和食品零售机构的品牌位置。我们还对电影的一般特征进行了编码（美国电影协会评分、运行时间、类型和主要角色的信息）。我们根据电影的特点总结了食品、饮料和食品零售企业品牌的数量和类型，并确定了与每个品牌相关的制造商。在200部电影中，有138部（69%）包含至少一个食品，饮料或食品零售品牌。PG-13和R级电影与其他评级类别的电影相比，更有可能拥有品牌定位。喜剧、动作/冒险和恐怖片比其他类型的电影有更多的品牌植入。我们没有发现电影品牌植入的数量或每部电影的平均植入数量在电影发行年份之间存在显着差异。共确定和验证了1180个品牌位置，包括427个食品，425个饮料和328个食品零售企业品牌位置。糖果/甜点（26%）和咸味零食（21%）是最流行的食品品牌，含糖饮料（76%）是最流行的饮料品牌，快餐占食品零售品牌的三分之二。食品，饮料和食品零售企业品牌经常出现在电影中，大多数品牌都是能量密集，营养不良的食品或产品线。电影是儿童广告的一个有力来源，这在很大程度上被忽视了。
The objective of this study was to describe food and beverage brand placements in a large representative sample of popular movies. We identified and coded brand placements for foods, beverages, and food retail establishments in the top 20 US box office movie hits for each year from 1996 to 2005. We also coded general movie characteristics (Motion Picture Association of America rating, run time, genre, and information about major characters). We summarized the number and types of food, beverage, and food retail establishment brands by movie characteristics and also identified manufacturers that are associated with each of the brands. Of the 200 movies coded, 138 (69%) contained at least 1 food, beverage, or food retail establishment brand. Movies rated PG-13 and R were significantly more likely to have brand placements compared with movies in other rating categories. Comedies, action/adventures, and horror films had more brand placements than other genres. We did not detect a significant difference in the number of movies with brand placements or mean number of placements per movie by year of movie release. A total of 1180 brand placements were identified and verified, including 427 food, 425 beverage, and 328 food retail establishment brand placements. Candy/confections (26%) and salty snacks (21%) were the most prevalent food brands, sugar-sweetened beverages (76%) were the most prevalent beverage brands, and fast food composed two thirds of the food retail establishment brand placements. Food, beverage, and food retail establishment brands are frequently portrayed in movies, and most of the brand placements are for energy-dense, nutrient-poor foods or product lines. Movies are a potent source of advertising to children, which has been largely overlooked.
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影响因子：
120.7
作者：
Hedley, AA;Ogden, CL;Flegal, KM
通讯作者：
Flegal, KM
影响因子：
168.9
作者：
Dalton, MA;Sargent, JD;Heatherton, TF
通讯作者：
Heatherton, TF
影响因子：
--
作者：
Batada, Ameena;Seitz, Maia Dock;Story, Mary
通讯作者：
Story, Mary
影响因子：
2.2
作者：
Lowry, R;Wechsler, H;Kann, L
通讯作者：
Kann, L
影响因子：
2.5
作者：
Karrh, JA;McKee, KB;Pardun, CJ
通讯作者：
Pardun, CJ