Portrayals of branded soft drinks in popular American movies: a content analysis

The International Journal of Behavioral Nutrition and Physical Activity
Diana CassadyMitchell Watnik

Abstract

This study examines the portrayals of soft drinks in popular American movies as a potential vehicle for global marketing and an indicator of covert product placement. We conducted a content analysis of America's top-ten grossing films from 1991 through 2000 that included portrayals of beverages (95 movies total). Coding reliabilities were assessed with Cohen's kappa, and exceeded 0.80. If there was at least one instance of branding for a beverage, the film was considered having branded beverages. Fisher's exact test was used to determine if soft drink portrayals were related to audience rating or genre. Data on the amount of time soft drinks appeared onscreen was log transformed to satisfy the assumption of normality, and analyzed using a repeated measures ANOVA model. McNemar's test of agreement was used to test whether branded soft drinks are as likely to appear or to be actor-endorsed compared to other branded beverages. Rating was not associated with portrayals of branded soft drinks, but comedies were most likely to include a branded soft drink (p = 0.0136). Branded soft drinks appeared more commonly than other branded non-alcoholic beverages (p = 0.0001), branded beer (p = 0.0004), and other branded alcoholic beverages (p...Continue Reading

References

Aug 1, 1989·Journal of Developmental and Behavioral Pediatrics : JDBP·H L TarasJ A Nelson
Jun 1, 1995·Archives of Pediatrics & Adolescent Medicine·H L Taras, M Gage
Apr 27, 1996·BMJ : British Medical Journal·J M Bland, D G Altman
Apr 16, 1998·International Journal of Obesity and Related Metabolic Disorders : Journal of the International Association for the Study of Obesity·M K Lewis, A J Hill
Apr 20, 1999·Journal of the American Dietetic Association·L HarnackM Story
Jan 21, 2000·Australian and New Zealand Journal of Public Health·N WilsonO Mansoor
Sep 1, 2000·Public Health Reports·M Nestle, M F Jacobson
Feb 24, 2001·Journal of the American Dietetic Association·D L Borzekowski, T N Robinson
Mar 15, 2002·Tobacco Control·C Mekemson, S A Glantz
Jan 2, 2004·Pediatrics·UNKNOWN American Academy of Pediatrics Committee on School Health
May 29, 2004·Obesity Research·Catherine S BerkeyGraham A Colditz
Mar 5, 2005·Journal of Nutrition Education and Behavior·Robert A BellMarilyn S Townsend
Dec 18, 2013·Journal of Molecular Biology·Mathura Shanmugasundaram, Benoît Robert

❮ Previous
Next ❯

Trending Feeds

COVID-19

Coronaviruses encompass a large family of viruses that cause the common cold as well as more serious diseases, such as the ongoing outbreak of coronavirus disease 2019 (COVID-19; formally known as 2019-nCoV). Coronaviruses can spread from animals to humans; symptoms include fever, cough, shortness of breath, and breathing difficulties; in more severe cases, infection can lead to death. This feed covers recent research on COVID-19.

Blastomycosis

Blastomycosis fungal infections spread through inhaling Blastomyces dermatitidis spores. Discover the latest research on blastomycosis fungal infections here.

Nuclear Pore Complex in ALS/FTD

Alterations in nucleocytoplasmic transport, controlled by the nuclear pore complex, may be involved in the pathomechanism underlying multiple neurodegenerative diseases including Amyotrophic Lateral Sclerosis and Frontotemporal Dementia. Here is the latest research on the nuclear pore complex in ALS and FTD.

Applications of Molecular Barcoding

The concept of molecular barcoding is that each original DNA or RNA molecule is attached to a unique sequence barcode. Sequence reads having different barcodes represent different original molecules, while sequence reads having the same barcode are results of PCR duplication from one original molecule. Discover the latest research on molecular barcoding here.

Chronic Fatigue Syndrome

Chronic fatigue syndrome is a disease characterized by unexplained disabling fatigue; the pathology of which is incompletely understood. Discover the latest research on chronic fatigue syndrome here.

Evolution of Pluripotency

Pluripotency refers to the ability of a cell to develop into three primary germ cell layers of the embryo. This feed focuses on the mechanisms that underlie the evolution of pluripotency. Here is the latest research.

Position Effect Variegation

Position Effect Variagation occurs when a gene is inactivated due to its positioning near heterochromatic regions within a chromosome. Discover the latest research on Position Effect Variagation here.

STING Receptor Agonists

Stimulator of IFN genes (STING) are a group of transmembrane proteins that are involved in the induction of type I interferon that is important in the innate immune response. The stimulation of STING has been an active area of research in the treatment of cancer and infectious diseases. Here is the latest research on STING receptor agonists.

Microbicide

Microbicides are products that can be applied to vaginal or rectal mucosal surfaces with the goal of preventing, or at least significantly reducing, the transmission of sexually transmitted infections. Here is the latest research on microbicides.