TOBACCO IN MOVIES AND IMPACT ON YOUTH - Smoke Free ...

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Tobacco in Movies & Impact on Youth hard to increase this potential segment and is always positioning some of its products specifically for women. 56 At least 25.5% movies showed females consuming tobacco in movies released in 2004 and 2005. This constitutes 28.6% of movies showing tobacco. This is significantly higher than any of the previously reported rate of showing smoking by females in Indian movies. The last WHO study done in 2003 reported that females shown smoking on television varied between 2.5% to 8% for the movies shown on television. 57 Female Characters Consuming Tobacco Female characters consuming tobacco Others Female characters consuming tobacco 29% In many movies, the female leads are shown smoking with a atypical style, prominent among such movies released in 2004-5 are Siskiyaan, Main Aisa Hi Hoon, Chameli, Aan, Bunty Aur Babli, Khamoshh, Sauda, Topless, Tum Ho Na, Ab Bas, C U at 9, Chaahat, Double Cross, Jo Bole So Nihal, Julie, etc. “Bunty aur Babli” female lead Rani Mukherjee smoked cigarette in such a style that many young girls can be seen emulating her. In a school where we got some of our questionnaire filled up, many girls happily emulated the way Rani smoked. In another movie, “Main Aisa Hi Hoon,” the female lead smoked with style amid 26
Tobacco in Movies & Impact on Youth a clearly visible cigarette brand in at least one scene. Another movie Siskiyan also had the cigarette brand clearly visible many times and so was there in C U at 9. In Chahaat, the female lead smokes a popular brand of cigarette on many occasions and during stressful situation and so does the female lead in “My Wife’s Murder,” “Chocolate,” “Double Cross,” Ek Hasina Thi,” “Julie”, etc. In one movie “Topless,” the male star asks his wife as why she doesn’t light her own cigarette instead of sharing his cigarette. Many movies opened with the female character smoking cigarette in the first scene itself. Movies like Siskiyan, Khauff comes in this category. It has been noted that in almost all the instances showing females smoking, the female character is either the glamorous lead or a rich female belonging to high class society. An association of beauty, success, emotional and physical toughness, independence and rebelliousness have often been associated with female smoking. In many instances even the cigarette brand has been deliberately shown at the subliminal level. This gives enough indication that such product placement is a well though out strategy in many cases. Tobacco brand/product placement and visibility The 2003 study on the tobacco use in Bollywood films reports that during the 12 years from 1990 to 2002 only 62 brand exposures were recorded, accounting for only 15.7% of the movies. 58 This was before the restriction on direct or indirect form of tobacco advertisement under the anti-tobacco legislation, enacted in 2003 and which came in force from 2004. The equation seems to change absolutely now. Among the movies assessed for 2004-05 at least 40.9% of the movies have either a tobacco product brand appearance or there was a verbal mention of the tobacco brand name. The figure comes to 45.9% of all movies with tobacco. This is significantly higher than any earlier reported brand placement instances anywhere. Most of these brand placement efforts are in the form of cigarette packets shots, though there are at least two instances where there is a verbal reference of the cigarette brand. In the movie “Yahaan,” a movie about young and brave army officer, a female character asks for a cigarette and then specifically asks about the brand of the cigarette in an interesting manner and the officer replies, “Benson,” the colloquial name by which “Benson & Hedges” brand of cigarettes are known. 27
Page 1 and 2: A STUDY ON TOBACCO IN MOVIES AND IM
Page 3 and 4: INTRODUCTION Tobacco in Movies & Im
Page 5 and 6: Tobacco in Movies & Impact on Youth
Page 15 and 16: The Questions and their rationale T
Page 17 and 18: DATA ANALYSIS AND RESEARCH FINDINGS
Page 19 and 20: 120 100 80 Number of movies 60 40 2
Page 25: Tobacco in Movies & Impact on Youth
Page 37 and 38: RECOMMENDATIONS In view of the abov
Page 39 and 40: AUTHORS & INVESTIGATORS Tobacco in
Page 41 and 42: 60. Maine Pyar Kyun Kiya 61. Mangal
Page 43 and 44: 27 McCool JP, Cameron LD, Petrie KJ

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