Youth Exposure to Food and Beverage Placement in Movies

描述(申请人提供)：孩子们平均花在看电影和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植入式广告被业界公认为一种有效的营销策略，最近有报道称，植入式广告是年轻人使用新产品的最佳预测因素。据我们所知，电影中食品和饮料产品植入的盛行还没有报道，也没有估计年轻人接触的情况。这项建议旨在借鉴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，并估计年轻人的接触情况。这项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分者之间的可靠性；2)对1995-2004年间票房前25名的银幕食品和饮料广告植入进行内容分析。内容分析将为我们提供一种方法，根据每年植入的广告数量和类型以及美国电影协会(MPAA)的评级对电影进行评级。3)确定餐饮产品植入的强度。我们将按年、MPAA评级、食品类型和食品饮料公司计算屏幕上事件的数量(强度指数)；4)估计年轻人接触植入式广告的机会。每年向6-11岁的儿童和12-17岁的青少年提供的印象数量(每部电影的食品和饮料事件总数x售出的门票)、MPAA评级和产品公司。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流行率和强度以及年轻人的暴露。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暴露的流行率和强度的变化，以及幼儿、青少年、MPAA评级和食品和饮料公司之间暴露的比较。随着年轻人饮食质量的下降和超重流行率的增加，面向年轻人的营销已成为潜在的干预和政策变化的目标，但电影尚未被研究。我们必须对电影中的植入式广告和青年曝光有更好的理解。这项研究将提供试点数据，为R01的开发提供参考，以衡量年轻人在电影中接触食品和饮料产品、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.