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）：普通儿童花费与在学校度过的电影和电视一样多的时间。电影中的食品和饮料产品放置被认为是行业有效的营销策略，最近据报道是青年新产品使用的最佳预测指标。据我们所知，尚未报道电影中食品和饮料产品放置的普遍性，也没有估计青年接触。该提案旨在利用烟草研究中使用的方法，以更好地了解电影中食品和饮料放置的普遍性和强度并估算青年接触。该研究将包括以下组成部分：1）开发和测试编码工具；将确定措施，并开发编码模式，然后进行评估以测试评估者间的可靠性； 2）对1995年至2004年前25名票房打击的屏幕上食品和饮料产品放置进行内容分析。内容分析将为我们提供一种根据美国年度和电影协会（MPAA）评分的产品的数量和类型来评估电影的方法。 3）确定食品和饮料产品放置的强度。我们将按年计算屏幕上事件（强度指数），MPAA评级，食品和食品和饮料公司的数量； 4）估计青年人接触产品放置。印象的数量（每部电影的食品和饮料总事件X售出）交付给了6-11岁的儿童和年龄在12-17岁的青少年，MPAA评级和产品公司。这项研究的主要结果变量是电影和青年接触中食品和饮料产品放置的盛行率和强度。次要结果将包括检查过去10年中食品和饮料安置和青年接触的发生率和强度的变化以及幼儿，青少年，MPAA评级以及食品和饮料公司之间的接触。随着青年饮食质量的下降和超重的流行率，对青年的营销已成为潜在干预和政策变化的目标，但尚未研究电影。我们必须更好地了解电影和青年接触中的产品。这项研究将提供试验数据，以告知R01的开发，以衡量青年人接触电影，饮食质量和体重指数中的食品和饮料产品的关系。