Author: Skatrud-Mickelson Monica Adachi-Mejia Anna M. MacKenzie Todd A. Sutherland Lisa A.
Publisher: Oxford University Press
ISSN: 1741-3842
Source: Journal of Public Health, Vol.34, Iss.2, 2012-06, pp. : 245-252
Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.
Abstract
BackgroundMarketing on television showcases less-healthful options, with emerging research suggesting movies promote similar products. Given the obesity epidemic, understanding advertising to youth should be a public health imperative. The objective of this study was to estimate youth impressions to food and beverages delivered through movies.MethodsImpressions were calculated by dividing US receipts annually into average movie ticket prices, then multiplying this by the number of brand appearances. Examination by ratings, product types and ages were conducted by Spearman rank correlation coefficient tests.ResultsYouth in the USA saw over 3 billion food, beverage or food-retail establishment (FRE) impressions on average, annually from 1996 to 2005. Those aged 12-18 viewed over half of all impressions, with PG-13-rated movies containing 61.5% of impressions. There were no significant trends in brand appearances by food, beverage or FRE impressions over the decade, although there was a decreasing trend in R-rated impressions for both foods (
Related content
When first impressions are wrong
Diversity in Health and Care, Vol. 8, Iss. 1, 2011-03 ,pp. :