Mekemson C, Glik D, Titus K, Myerson A, Shaivitz A, Ang A, Mitchell S
American Lung Association of Sacramento Emigrant Trails, STARS Project, Sacramento, California, USA.
Tob Control. 2004 Dec;13(4):400-2. doi: 10.1136/tc.2003.007211.
The top 50 commercially successful films released per year from 1991 to 2000 were content coded to assess trends in tobacco use over time and attributes of films predictive of higher smoking rates.
This observational study used media content analysis methods to generate data about tobacco use depictions in films studied (n = 497). Films are the basic unit of analysis. Once films were coded and preliminary analysis completed, outcome data were transformed to approximate multivariate normality before being analysed with general linear models and longitudinal mixed method regression methods.
Tobacco use per minute of film was the main outcome measure used. Predictor variables include attributes of films and actors. Tobacco use was defined as any cigarette, cigar, and chewing tobacco use as well as the display of smoke and cigarette paraphernalia such as ashtrays, brand names, or logos within frames of films reviewed.
Smoking rates in the top films fluctuated yearly over the decade with an overall modest downward trend (p < 0.005), with the exception of R rated films where rates went up.
The decrease in smoking rates found in films in the past decade is modest given extensive efforts to educate the entertainment industry on this issue over the past decade. Monitoring, education, advocacy, and policy change to bring tobacco depiction rates down further should continue.
对1991年至2000年每年商业上最成功的50部电影进行内容编码，以评估烟草使用随时间的趋势以及电影中预测较高吸烟率的属性。
这项观察性研究采用媒体内容分析方法来生成有关所研究电影（n = 497）中烟草使用描绘的数据。电影是分析的基本单位。一旦对电影进行编码并完成初步分析，在使用一般线性模型和纵向混合方法回归方法进行分析之前，将结果数据转换为近似多元正态分布。
电影每分钟的烟草使用量是主要使用的结局指标。预测变量包括电影和演员的属性。烟草使用被定义为任何香烟、雪茄和嚼烟的使用，以及在所审查电影画面中烟雾和香烟用具（如烟灰缸、品牌名称或标志）的展示。
在这十年中，顶级电影中的吸烟率每年都有波动，总体呈适度下降趋势（p < 0.005），但R级电影的吸烟率有所上升。
鉴于在过去十年中为教育娱乐行业关注此问题付出了巨大努力，过去十年电影中吸烟率的下降幅度不大。应继续进行监测、教育、宣传和政策变革，以进一步降低烟草描绘率。
