How Tobacco Tries To Hook Us
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Transcript of How Tobacco Tries To Hook Us
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how hollywood
helps hook us
what an act:
Mark E. Woods, MPPM, MSW, LSW, TTS-C
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the problem
“film is better than any commercial that has been run on television or any magazine because the
audience is
totally unaware of any sponsor
involvement.”
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74%
u.s. movies 2002
smok-ing
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Big Tobacco has a history of lying.
Hollywood has a history of pretending, too.
Smoking does not reflect reality.
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“We believe that mostof the strong, positive images for cigarettes and smoking are created by cinema andtelevision…. It is reasonable to assume that films and personalities have more influence on consumers than a static poster [from a] … pack hung on a washing line under a dark and stormy sky.”
– 1989 Phillip Morris Market Research Study
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“If branded cigarette advertising is to take
full advantage of these
images, it has to do more than simply achieve package recognition - …”
Lucky Strike
Camel
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“… it has to feed off and exploit the image source.” – 1989 Phillip Morris Market Research Study
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dose & content
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Dose & Target
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21% 74%
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Percent of Movie Time with Tobacco Use0 2 5 10 20 40
0
.1
.2
.3
.4
.5
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removing it would affect only 5% of the movie
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3 Movies per Week150 Movies per Year
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An R rating reduces the likelihood that a teen will see a movie …
D istribution for the percent of adolescents w ho had seen m oviesby M PA A rating. G =23, PG = 120, PG -13 = 186, R = 272
.0
10
2 0
3 0
4 0
5 0
6 0
7 0
8 0
9 0
100
G P G PG-13 R
Per
cent
of A
dole
scen
ts S
eein
g M
ovie
Movie Rating
Per
cen
t se
ein
g th
e m
ovie
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40%
11%
17%
12%
20%
Brand Placement
MarlboroCamelWinstonLucky StrikeOther
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Number of tobacco occurrences seen– 0-50 26.1%– 51-100 28.6%– 101-150 19.7%– >150 25.7%
Number of Tobacco Occurrences Seen
0 50 100 200 300 400 500
0
.1
.2
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Exposure to Tobacco Use in Movies and Adolescent Smoking
0
5
10
15
20
25
30
35
0-50 51-100 101-150 >150
Occurrences of Tobacco Use Viewed
Trie
d Sm
okin
g (p
erce
nt)
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Grade In School and Smoking
0
5
10
15
20
25
30
Grade 5 Grade 6 Grade 7 Grade 8
Exposure to Tobacco Use in Movies and Adolescent Smoking
0
5
10
15
20
25
30
35
0-50 51-100 101-150 >150
Occurrences of Tobacco Use Viewed
Trie
d Sm
okin
g (p
erce
nt)
Trie
d Sm
okin
g (p
erce
nt)
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0
5
10
15
20
25
30
35
40
Exposure to movie tobacco use
grade 5grade 6grade 7grade 8
0-50 51-100 101-150 > 150
Perc
ent T
ried
Sm
okin
g
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By Sensation Seeking Status
0
5
10
15
20
25
30
35
40
45
0-50 51-100 101-150 > 150
Exposure to Movie Tobacco Use
Per
cent
Try
ing
Smok
ing
LowHigh
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By Gender
0
5
10
15
20
25
30
35
0-50 51-100 101-150 > 150
Exposure to Movie Tobacco Use
Per
cent
Try
ing
Smok
ing
FemaleMale
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By School Performance
0
10
20
30
40
50
60
70
0-50 51-100 101-150 > 150
Exposure to Movie Tobacco Use
Per
cent
Try
ing
Smok
ing
ExcellentGoodAverageBelow Av
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By Parenting Status
0
5
10
15
20
25
30
35
40
0-50 51-100 101-150 > 150
Exposure to Movie Tobacco Use
Per
cent
Try
ing
Smok
ing
NeglectfulIndulgentAuthoritarianAuthoritative
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Odds of Trying Cigarettes by Exposure to Movie Tobacco Use
Odds Ratio
Crude Adjusted for Socio-
demographics (and school)
Adjusted for Socio-
demographics &
Other social influences
Adjusted for Socio-
demographics &
Other social influences
& Characteristics of
child/parenting Movie tobacco occurrences seen
0-50 Reference Reference Reference Reference
51-100 3.1 2.5 1.8 1.9
101-150 5.6 4.2 2.6 2.5
>150 9.0 6.5 3.0 2.4
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Quartile of Movie Smoking Exposure
Fully Adjusted Relative Risk*
(95% CI) Lowest Second Third Highest
1.00 2.02 (1.27-3.20) 2.16 (1.38-3.40) 2.71 (1.73-4.25)
* Adjusted for sociodemographics, social influences, childcharacteristics and parenting characteristics.
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Exposure to tobacco scenes DOUBLES your risk of
future addiction
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those with nonsmokerparents are at greater risk
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Solution?
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www.smokefreemovies.ucsf.edu
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“I believe films always mirror society; what film makers are trying to do is to document what’s happening in society… I th ink that i f
people are going to be infl uenced to start smoking or smoke c igarett es as a
consequence of watching moti on pictures or te lev is ion, then they probably need more help than anyone can g ive them .”
– Director/producer
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“The medium is the message, and the message would be right — part of the show. How different from being the Corporate Moneybags or pushing samples in the lobby. It's the difference between B&W [Brown and Williamson Tobacco] doing commercials in movie houses and
Marlboro turning up in the movies.
“Pull, not push. Nobody tells them the 'answer,' they just know. Not 'why are you smoking that?'
but 'I saw that video — can I try one?' If they feel like wearing the badge, they'll buy it. Like magic.”
– RJR Marketing Executive (1984)
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13 Going on 30 16 Blocks28 Days Later 3:10 to Yuma
40 Year-Old Virgin, The AbandonAkeelah and the Bee Alex & Emma
American Dreamz Amityville Horror, TheAn American Haunting Anacondas: The Hunt for
the Blood Orchid AnnapolisAntwone Fisher Arthur and the InvisiblesAugust Rush Austin Powers in Goldmember
Baby Mama Babylon A.D.Bangkok Dangerous Barbershop
Barnyard: The Original Party Animals Bee MovieBenchwarmers, The Bend it Like Beckham
Bewitched Big Fat LiarBig Fish Blades of Glory
Borat! Bourne Supremecy, TheBringing Down the House Bulletproof Monk
Calendar Girls Catch and ReleaseCellular Changing Lanes
Christmas with the KranksChronicles of Narnia: The Lion, the Witch and the
Wardrobe, TheCold MountainComebacks, TheCovenant, The Curious George
Da Vinci Codes, The Daddy Day CareDark Knight, The Dark Water
Darkness Date Movie
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Dead Silence Delta FarceDescent, TheDickie Roberts: Former Child StarDisaster Movie Dodgeball: A True Underdog
StoryDoom Drillbit TaylorDrumline Duchess, The
Dumb and Dumberer: When Harry Met LloydE.T.
Eight Crazy Nights Eight Legged FreaksElf Elizabeth: The Golden Age
Elizabethtown EurotripExorcism of Emily Rose, The Expelled: No
Intelligence Allowed Express, TheEye, The Fahrenheit 9/11Fantastic Four Fever Pitch
First Sunday Flushed AwayFlyboysFool's Gold
Four Christmases FractureFreedomland Friday After Next
Friday Night Lights Friends with Money
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Georgia Rule Get SmartGhost Town Gone Baby Gone
Good Girl, TheGothikaGridiron Gang Grudge, The
Guy Thing, A Halloween: ResurrectionHarold & Kumar Escape from Guantanamo Bay
Haunted Mansion, TheHaunting of Molly HartleyHead of State Heartbreak Kid, The
Hitchhiker's Guide to the Galaxy, TheHome on the Range Hot Chick, The
Hot Rod House of 1000 CorpsesHow to Deal Hunted, The
I Now Pronounce You Chuck and LarryI SpyI, Robot
In Her Shoes In-Laws, theInterpreter, The Intolerable Cruelty
Invisible, TheIsland, TheIt Runs In the Family Italian Job, The
Jackass Jeepers Creepers 2Johnny English Just Married
Knocked UpLarry the Cable Guy: Health Inspector
Last Holiday Last House on the Left, The
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League of Extrodinary GentlemenLegally Blonde: Red, White $ Blonde
Little ManLittle Miss SunshineLord of the Rings: The Two TowersLove Actually Lucky Number Slevin
Lucky You Made of HonorMadea's Family Reunion Maid in Manhattan
Man of the House Martian ChildMax Payne Medallion, The
Meet the Browns Meet the FockersMeet the Robinsons Minority ReportMissing, The Mission: Impossible III
Mist, The Mr. & Mrs. SmithMr. Bean's Holiday Mr. Brooks
My Big Fat Greek WeddingMy Super Ex-GirlfriendNancy Drew Nanny Diaries, The
National Treasure: Book of SecretsNick and Norah's Infinite PlaylistNight Listener
No Country for Old Men NorbitNot Easily Broken P.S. I Love You
Perfect Score, The Peter PanPhantom of the Opera, The
Pink Panther, The Pirates of the Caribbean: Dead Man's Chest
Poseidon PremonitionPride and Prejudice Prime
Primeval Protector, TheQueen of the Damned Recruit, The
Red Dragon Red-EyeReign Over Me Religulous
Resident Evil: Extinction RobotsSaw IV Saw V School for Scoundrels
Secret Life of Bees, The Seed of Chucky
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Sentinel, The SerenitySex Drive Shark Tale
Shoot 'Em Up ShowtimeSicko Signs
Silent Hill SlitherSomething New Speed Racer
Spirit: Stallion of CimarronSpongeBob SquarePants Movie, The
Star Wars: Episode II Attack of the ClonesStardust Street Fighter: The Legend of Chun-Li
Super Size Me Superhero MovieSuspect Zero
Sweeney Todd: The Demon Barber of Fleet StreetSweetest Thing, The SwimfanTaken Terminal, The
Texas Chainsaw Massacre, TheTexas Chainsaw Massacre, The: The Beginning
Thank You for Smoking Transporter 2Transporter 3 Treasure Planet
Tuck Everlasting TuristasUnderdog Underworld
Underworld: Evolution UndisputedUnfaithful Unleashed
Vacancy Van Wilder
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Vanity Fair View From the TopVillage, The Visitor, The
Walking Tall WantedWedding Crashers Welcome to Mooseport
What A Girl Wants Wicker Man, TheWicker Park Woman Thou Art Loosed
Women, The Wrong TurnX-Files: I Want to Believe, The
X-Men: The Last StandYou Don't Mess with the Zohan
You Got Served Zack and Miri Make a Porno
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