Dartmouth Medical School, Hood Center for Children and Families, Community Health Research Program, Department of Pediatrics, HB 7465, One Medical Center Dr, Lebanon, NH 03756, USA.
Pediatrics. 2010 Mar;125(3):468-74. doi: 10.1542/peds.2009-0857. Epub 2010 Feb 8.
The objective of this study was to describe food and beverage brand placements in a large representative sample of popular movies.
We identified and coded brand placements for foods, beverages, and food retail establishments in the top 20 US box office movie hits for each year from 1996 to 2005. We also coded general movie characteristics (Motion Picture Association of America rating, run time, genre, and information about major characters). We summarized the number and types of food, beverage, and food retail establishment brands by movie characteristics and also identified manufacturers that are associated with each of the brands.
Of the 200 movies coded, 138 (69%) contained at least 1 food, beverage, or food retail establishment brand. Movies rated PG-13 and R were significantly more likely to have brand placements compared with movies in other rating categories. Comedies, action/adventures, and horror films had more brand placements than other genres. We did not detect a significant difference in the number of movies with brand placements or mean number of placements per movie by year of movie release. A total of 1180 brand placements were identified and verified, including 427 food, 425 beverage, and 328 food retail establishment brand placements. Candy/confections (26%) and salty snacks (21%) were the most prevalent food brands, sugar-sweetened beverages (76%) were the most prevalent beverage brands, and fast food composed two thirds of the food retail establishment brand placements.
Food, beverage, and food retail establishment brands are frequently portrayed in movies, and most of the brand placements are for energy-dense, nutrient-poor foods or product lines. Movies are a potent source of advertising to children, which has been largely overlooked.
本研究旨在描述大量代表性热门电影中的食品和饮料品牌植入情况。
我们识别并对 1996 年至 2005 年期间美国票房排名前 20 位的电影中的食品、饮料和食品零售企业品牌进行了编码。我们还对电影的一般特征（美国电影协会评级、时长、类型以及主要角色信息）进行了编码。我们按电影特征对食品、饮料和食品零售企业品牌的数量和类型进行了总结，并确定了每个品牌所对应的制造商。
在所编码的 200 部电影中，有 138 部（69%）至少包含 1 种食品、饮料或食品零售企业品牌。PG-13 和 R 级电影与其他评级类别相比，更有可能出现品牌植入。喜剧、动作/冒险和恐怖电影的品牌植入数量多于其他类型。我们没有发现电影品牌植入数量或每部电影的平均植入数量随电影发行年份而变化的显著差异。共识别和验证了 1180 个品牌植入，包括 427 个食品品牌、425 个饮料品牌和 328 个食品零售企业品牌。糖果/巧克力（26%）和咸味零食（21%）是最常见的食品品牌，含糖饮料（76%）是最常见的饮料品牌，而三分之二的食品零售企业品牌是快餐。
食品、饮料和食品零售企业品牌经常在电影中出现，并且大多数品牌植入都是针对高能量、低营养的食品或产品线。电影是向儿童广告的一个强大来源，这在很大程度上被忽视了。
