Aims: Alcohol advertising, in the form of product placement, has been shown to influence the viewer’s alcohol consumption. However, it is not just the portrayal itself that affects behavioural outcomes; the particular message that is conveyed in an alcohol portrayal may actually influence consumer behaviour in a manner known as “framing”. Therefore, the prevalence and framing of alcohol portrayals in movies was investigated by focussing on product placement strategies, several portrayal characteristics and compliance with relevant guidelines/laws. Furthermore, a comparison is made between movies sponsored by an alcohol brand and non-sponsored movies. Methods: Sixteen Dutch movies (of which 50% were sponsored) underwent content analysis using a four-category, 21-item coding scheme. Alcohol was present in every movie and a total of 937 alcohol portrayals were analysed. Findings: The results show that the alcohol portrayals were predominantly positive. In the sponsored movies, more liquor was consumed and alcohol portrayals had a lower plot connection. Conclusions: In general, the differences between alcohol portrayals in movies sponsored by an alcohol brand compared with non-sponsored movies were rather small. However, the portrayals sometimes offend the legislation regarding regular alcohol commercials, and given the effects of alcohol portrayals on young viewers, this needs attention.
Gosselt, J. F., van Hoof, J. J., & Kokkeler, L. (2018). The framing of alcohol in (non-)sponsored movies: A comparative content analysis of alcohol advertising and portrayals in sponsored and non-sponsored Dutch movies. Drugs : education, prevention and policy, 25(5), 365-375. https://doi.org/10.1080/09687637.2017.1296932