Youth Exposure to Food and Beverage Placement in Movies

一般来说，孩子花在看电影和看电视上的时间和他在学校的时间一样多。电影中的食品和饮料产品植入被业界认为是一种有效的营销策略，最近有报道称，这是预测年轻人使用新产品的最佳方法。据我们所知，电影中食品和饮料产品植入的流行程度还没有报道，也没有对青少年的接触进行估计。该提案旨在借鉴烟草研究中采用的方法，以更好地了解电影中食品和饮料植入的流行程度和强度，并估计青少年接触。本研究将包括以下部分：1)开发和测试编码工具；将确定措施并制定编码方案，然后对其进行评估，以测试评分者之间的可靠性；2)对1995-2004年票房排名前25位的电影中餐饮植入广告进行内容分析。内容分析将为我们提供一种方法，根据每年植入式广告的数量和类型以及美国电影协会（MPAA）的评级来对电影进行评级。3)确定餐饮产品植入的力度。我们将按年度、美国电影协会（MPAA）评级、食品类型和食品饮料公司计算屏幕上的事件数量（强度指数）；4)估计青少年接触植入广告的机会。按年对6-11岁儿童和12-17岁青少年的印象数（每部电影的食品和饮料总事件x售出的票），美国电影协会评级和产品公司。本研究的主要结果变量是电影中食品和饮料产品植入的流行程度和强度以及青少年曝光率。次要结果将包括检查过去10年来食品和饮料投放的流行程度和强度以及青少年接触的变化，并比较幼儿，青少年，美国电影协会评级和食品和饮料公司之间的接触。随着青少年饮食质量的下降和超重患病率的增加，针对青少年的营销已成为潜在干预和政策变化的目标，但尚未对电影进行研究。我们必须更好地理解电影中的植入式广告和青少年曝光率。本研究将提供试点数据，以告知R01的发展，以衡量青少年接触电影中的食品和饮料产品植入，饮食质量和体重指数之间的关系。

DESCRIPTION (provided by applicant): The average child spends as much time viewing movies and television as he spends in school. Food and beverage product placement in movies is recognized as an effective marketing strategy by industry and recently was reported to be the best predictor of new product use by youth. To our knowledge the prevalence of food and beverage product placement in movies has not been reported, nor has youth exposure been estimated. This proposal seeks to draw on methodology employed in tobacco research to better understand the prevalence and intensity of food & beverage placement in movies and to estimate youth exposure. The study will include the following components: 1) Develop and test coding instruments; Measures will be identified and the coding schema developed and then evaluated to test inter-rater reliability; 2) Conduct a content analysis of on-screen food & beverage product placement for the top 25 box office hits from 1995-2004. The content analysis will provide us with a way to rate movies according to amount and type of product placement by year and Motion Picture Association of America (MPAA) ratings. 3) Determine the intensity of food & beverage product placement. We will calculate the number of on-screen incidents (an index of intensity) by year, MPAA ratings, type of foods and food & beverage companies; 4) Estimate youth exposure to product placement. The number of impressions (each movie's food & beverage total incidents x tickets sold) delivered to children aged 6-11 and to teens age 12-17 by year, MPAA ratings and product companies. The primary outcome variables for this study are the prevalence and intensity of food & beverage product placement in movies and youth exposure. Secondary outcomes will include the examination of changes in the prevalence and intensity of food & beverage placement and youth exposure over the past 10 years and comparison of exposure between young children, teens, MPAA ratings, and food & beverage companies. As youth diet quality has declined and prevalence of overweight increased, marketing to youth has become a target of potential intervention and policy change, yet movies have not been studied. We must have a better understanding of product placement in movies and youth exposure. This study will provide pilot data to inform the development of an R01 to measure the relationship between youth exposure to food & beverage product placement in movies, diet quality and body mass index.