Department of Primary Care and Public Health, Imperial College London, London, United Kingdom.
Vital Strategies, New York, New York, United States of America.
PLoS One. 2020 May 29;15(5):e0230050. doi: 10.1371/journal.pone.0230050. eCollection 2020.
Exposure to tobacco, alcohol and fast-food use in films is associated with initiation of these behaviours. India is the world's largest film producer, but the extent of such imagery in Bollywood (Hindi cinema) films is unclear. We therefore aimed to describe the extent of and trends in tobacco, alcohol and fast-food imagery in Bollywood films, between 1994-2013.
For the 15 top-grossing films each year between 1994-2013, the number of five-minute intervals containing product images were determined separately for tobacco, alcohol and fast-food. Both the proportion of films containing at least one image occurrence, and occurrences per film, were described overall and by year. Negative binomial regression described associations between film rating and occurrences/film, and estimated time-trends in occurrences/film, adjusted for rating.
We analysed 93 U-rated (unrestricted), 150 U/A-rated (parental guidance for children aged <12 years) and 55 A-rated (restricted to adult audience) films, containing 9,226 five-minute intervals (mean intervals/film 30.8, SD 4.0). 70% (n = 210), 93% (n = 278) and 21% (n = 62) of films contained at least one tobacco, alcohol and fast-food occurrence, respectively. Corresponding total mean occurrences/film were 4.0 (SD 4.9), 7.0 (4.7) and 0.4 (0.9). Tobacco occurrences were more common in U/A films (incidence rate ratio 1.49, 95% confidence interval 1.06-2.09) and A films (2.95; 1.95-4.48) than U-rated films. Alcohol occurrences were also more common in A-rated films than U-rated films (1.48; 1.15-1.85). Tobacco occurrences/film became less common over the observed period (adjusted trend -4% per annum; -2 to -7%; p <0.001), while alcohol (+2%; 0-3%; p = 0.02), and fast food (+8%; 2-14%; p = 0.01) occurrences/film became more common.
Although the extent of tobacco imagery in Bollywood films fell over 1994-2013, it is still frequently observed. Alcohol imagery is widespread, even in U-rated films, and trends in both alcohol and fast-food imagery are upwards.
接触电影中的烟草、酒精和快餐使用与这些行为的开始有关。印度是世界上最大的电影制作国，但宝莱坞（印度电影）电影中此类形象的程度尚不清楚。因此，我们旨在描述 1994 年至 2013 年间宝莱坞电影中烟草、酒精和快餐形象的程度和趋势。
对于 1994 年至 2013 年期间每年票房最高的 15 部电影，分别确定了含有产品形象的五分钟间隔的数量，用于烟草、酒精和快餐。总体和按年份描述了至少有一个图像出现的电影比例，以及每部电影的出现次数。负二项回归描述了电影评级与电影中的出现次数/电影之间的关联，并调整了评级，估计了电影中的出现次数/电影的时间趋势。
我们分析了 93 部 U 级（无限制）、150 部 U/A 级（12 岁以下儿童需要家长指导）和 55 部 A 级（仅限成人观众）电影，包含 9226 个五分钟的间隔（平均间隔/电影 30.8，SD 4.0）。70%（n=210）、93%（n=278）和 21%（n=62）的电影至少有一个烟草、酒精和快餐的出现。相应的总平均出现次数/电影分别为 4.0（SD 4.9）、7.0（4.7）和 0.4（0.9）。U/A 级电影（发病率比 1.49，95%置信区间 1.06-2.09）和 A 级电影（2.95；1.95-4.48）中烟草出现的频率比 U 级电影更常见。A 级电影中酒精的出现频率也高于 U 级电影（1.48；1.15-1.85）。在观察期间，烟草出现次数/电影的频率呈下降趋势（调整趋势为每年减少 4%；-2 至-7%；p<0.001），而酒精（+2%；0-3%；p=0.02）和快餐（+8%；2-14%；p=0.01）出现次数/电影的频率呈上升趋势。
尽管 1994 年至 2013 年间宝莱坞电影中烟草形象的程度有所下降，但仍经常被观察到。酒精形象广泛存在，即使在 U 级电影中也是如此，酒精和快餐形象的趋势都在上升。
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