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

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Tobacco in Movies & Impact on Youth Similarly in the movie “Chameli” the hero Rahul Bose specifically asks for the brand “Benson lights” after being offered “Marlboro.” Tobacco product placement Tobacco brand visible Others Tobacco brand visible 46% Prominent movies which show cigarette packet shots are; Swadesh, Musafir, Padamshree Laloo Prasad Yadav, Main Aisa Hi Hoon, C U at 9, Siskiyan, Chameli, Ek Hasina Thi, Hazaron Khwaishein Aisi, Jaago, James, Kaal, Khamoshh, Khakee, Lucky, Maqbool, My Wife’s Murder, Rog, Siskiyaan, Tere Naam, Zehar, etc. In movies like Swadesh, Musafir, Siskiaan, Lucky, Padamshree Laloo Prasad Yadav, etc. there are some very close up shots of the cigarette packets. They are even longer than a normal advertising spot and certainly associated in such a way that a person who has never been exposed to tobacco products also registers them. 28
Tobacco in Movies & Impact on Youth Over 90% of all the brand appearances are mainly of two tobacco companies, Phillips Morris (Marlboro) and ITC (Wills and Gold Flake). Almost all the brand appearances for Marlboro were in movies which were of big budget and featured popular stars. Marlboro brand was always placed in the hands of the leading male or female character. ITC brands were not so prominently placed and were mostly seen in medium budget movies, like Rog, Zehar, etc. Unlike Marlboro shots, ITC products were handled even by other characters and visible in the hands of minor characters too. Certainly Phillips Morris has a long history and experience of product placement in Hollywood and other International movies 59 this experience seems to be fully used by the tobacco company. PART II - FINDING A RELATION WITH INFLUENCE ON YOUNGSTERS ASSESSING AND ANALYZING RESPONSES Importance of tobacco in movies; public response: It is important to find out that how people perceive tobacco depiction in movies. Whether they thought it to be important ingredient of expression and also if they though that by not showing tobacco in movies it might even affect their decision to watch movies. Since most people are not aware about the research on tobacco and are even not aware about the exact science of tobacco, except for the fact that they have an unclear idea that it is somewhat injurious to the health. We asked more basic questions which all of the respondents could answer and could be easily interpreted. Effect of restricting tobacco in movies Restricting tobacco in movies will not affect either the quality or the decision to watch the movies Restricting tobacco in movies will not affect either the quality or the decision to watch the movies 96% May affect 4% 29
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 27: 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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