The tobacco messages exposure: Take 2018 popular movie as examples
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College of Journalism and Communications, Shih Hsin University, Taipei, Taiwan
Health Promotion Administration, Ministry of Health and Welfare, Taipei, Taiwan
Publication date: 2019-10-12
Corresponding author
Chi-Hui Chung   

College of Journalism and Communications, Shih Hsin University, Taipei, Taiwan
Tob. Induc. Dis. 2019;17(Suppl 1):A86
Numerous Chinese-language movies have gained considerable popularity among international movie markets and audiences. For example, there are 700 foreign movies imported into Taiwan. Among these movies, there are 80 percent import from the Western world. In the past, there are many studies confirm that the smoking scenes or behaviors could affect teenagers’ smoking behavior (Charlesworth et al., 2005).

Content Analysis.

Tobacco Messages Exposure (1) In 100 movies that were analyzed, half of them (49%) exposed tobacco messages. (2) In 49 movies that were exposed tobacco messages, the number of foreign-language movies (41movies) was five times as Chinese-language (8 movies). However, every Chinese-language movie average exposed tobacco messages 40.13 times, more than foreign movies (23.00 times) as 1.74 times.

There are some important discoveries in 2018, for example, in the popular 100 movies, there is one out of every two movies exposed tobacco messages. In addition, the tobacco messages appear in the G-rated movies that are suitable for children (13.17 times) are more than the tobacco messages that appear in the PG12-rated movie (10.14 times). In particular, the tobacco messages exposed in Chinese-language movies are more than Hollywood movies, and also illustrate the phenomenon that young people are exposed to the risk of smoke, not just Hollywood movies.

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