Department of Preventive Medicine, Keck School of Medicine, University of Southern California, Los Angeles, CA, USA.
Norman Lear Center, Annenberg School for Communication and Journalism, University of Southern California, Los Angeles, CA, USA.
Nicotine Tob Res. 2021 Aug 4;23(8):1367-1372. doi: 10.1093/ntr/ntaa273.
Given the increasing use of electronic cigarettes (e-cigarettes) among young adults, it is crucial to identify possible sources of e-cigarette marketing exposure in media popular among young adults. However few studies document e-cigarette product placement (eg, visible logo, branded merchandise or gear such as a branded hat or shirt) in music videos. The objective of this study was to determine the extent of e-cigarette product placement and imagery in popular music videos.
Songs on the Billboard Hot 100 list during the weeks of June 16 through September 22, 2018 with official music videos were identified (n = 180) and coded for e-cigarette product placement and imagery (including aerosol clouds), visible brand names, number of views (as of October 25, 2018), music genre, video themes, and combustible tobacco content.
E-cigarette product placement and imagery appeared in 7 (3.8%) music videos which were viewed over a billion times, providing billions of e-cigarette impressions. Among music videos with e-cigarette product placement and imagery, the most prevalent theme was Image/Lifestyle/Sociability (eg, ostentatious lifestyle, partying) and the most prevalent genre was Hip Hop. The e-cigarette companies KandyPens and Mig Vapor were identified.
While e-cigarette product placement or imagery appeared in a relatively low number of music videos in this study, these videos received views in the billions. Music videos should be considered when assessing e-cigarette marketing exposure among priority populations. Future research should examine how viewing e-cigarette product placement and imagery in music videos influences susceptibility to use such products among young adults.
While e-cigarette product placement (eg, scenes with visible branding, a visible logo, branded merchandise or gear such as a branded hat or shirt) or imagery appeared in a relatively low number of popular music videos in this study, these videos received views in the billions on YouTube. KandyPens and Mig Vapor were the companies responsible for the majority of the product placement identified in this study. The predominant music genre of videos featuring any e-cigarette product placement or imagery was Hip Hop, while the predominant theme of videos was Image/Lifestyle/Sociability. Music videos appear to be a potential source of exposure to e-cigarette products. Future research should examine how viewing e-cigarette product placement and imagery in music videos influences susceptibility to use such products among priority populations.
鉴于电子烟在年轻人中的使用越来越多，识别年轻人中流行的媒体中电子烟营销的可能来源至关重要。然而，很少有研究记录音乐视频中的电子烟产品植入（例如，可见的徽标、品牌商品或带有品牌帽子或衬衫等装备）。本研究的目的是确定流行音乐视频中电子烟产品植入和图像的程度。
确定了 2018 年 6 月 16 日至 9 月 22 日期间 Billboard Hot 100 排行榜上有官方音乐视频的歌曲（n=180），并对电子烟产品植入和图像（包括气溶胶云）、可见品牌名称、浏览次数（截至 2018 年 10 月 25 日）、音乐类型、视频主题和可燃烟草内容进行了编码。
电子烟产品植入和图像出现在 7 个（3.8%）音乐视频中，这些视频的浏览量超过 10 亿次，提供了数十亿次电子烟印象。在有电子烟产品植入和图像的音乐视频中，最常见的主题是形象/生活方式/社交性（例如，炫耀的生活方式，聚会），最常见的音乐类型是嘻哈。确定了电子烟公司 KandyPens 和 Mig Vapor。
虽然在这项研究中，音乐视频中电子烟产品植入或图像的出现数量相对较少，但这些视频的浏览量却达到了数十亿次。在评估优先人群的电子烟营销暴露时，应考虑音乐视频。未来的研究应研究观看音乐视频中的电子烟产品植入和图像如何影响年轻人对使用此类产品的易感性。
虽然在这项研究中，电子烟产品植入（例如，有可见品牌、徽标、品牌商品或装备的场景，例如带有品牌的帽子或衬衫）或图像出现在相对较少的流行音乐视频中，但这些视频在 YouTube 上的浏览量达到了数十亿次。KandyPens 和 Mig Vapor 是本研究中识别的大部分产品植入的责任公司。有任何电子烟产品植入或图像的视频的主要音乐类型是嘻哈，而视频的主要主题是形象/生活方式/社交性。音乐视频似乎是电子烟产品暴露的潜在来源。未来的研究应研究观看音乐视频中的电子烟产品植入和图像如何影响优先人群对使用此类产品的易感性。
