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Youth Exposure to Food and Beverage Placement in Movies

青少年接触电影中的食品和饮料

基本信息

批准号：
7280657
负责人：
LISA A SUTHERLAND
金额：
$ 16.79万
依托单位：
DARTMOUTH COLLEGE
依托单位国家：
美国
项目类别：
财政年份：
2005
资助国家：
美国
起止时间：
2005-07-15 至 2009-01-31
项目状态：
已结题

来源：
https://reporter.nih.gov/project-details/7280657
关键词：
adolescence (12-20)advertising beverages data collection food human data information dissemination mass information media nutrition related tag nutritional epidemiology technology /technique development television

项目摘要

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.

描述（由申请人提供）：平均孩子观看电影和电视的时间与在学校花费的时间一样多。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，最近有报道称这是年轻人使用新产品的最佳预测指标。据我们所知，电影中食品和饮料植入式广告的流行程度尚未得到报道，也没有对青少年的接触情况进行估计。该提案旨在利用烟草研究中使用的方法来更好地了解电影中食品和饮料放置的普遍性和强度，并估计青少年的接触程度。该研究将包括以下部分： 1）开发和测试编码工具；将确定措施并开发编码方案，然后进行评估以测试评估者间的可靠性； 2) 对 1995 年至 2004 年票房最高的 25 部影片的银幕食品和饮料植入式广告进行内容分析。内容分析将为我们提供一种根据年份植入式广告的数量和类型以及美国电影协会 (MPAA) 评级对电影进行评级的方法。 3）确定餐饮植入式广告的强度。我们将按年份、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) 估计青少年对植入式广告的接触程度。按年份、MPAA 评级和产品公司向 6-11 岁儿童和 12-17 岁青少年提供的印象数（每部电影的餐饮总事件数 x 售出门票）。这项研究的主要结果变量是电影中食品和饮料产品植入的普遍性和强度以及青少年的接触。次要结果将包括检查过去 10 年来食品和饮料安置和青少年接触的普遍性和强度的变化，以及幼儿、青少年、MPAA 评级和食品和饮料公司之间接触的比较。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。我们必须对电影中的植入式广告和青少年曝光有更多的了解。这项研究将提供试点数据，为 R01 的开发提供信息，以衡量青少年接触电影中食品和饮料植入式广告、饮食质量和体重指数之间的关系。