Do we need more anti-smoking ads in movies and on TV?Anti-smoking spots ran among previews in Florida movie theatres. The express of Florida also ran effective anti-tobacco TV spots and billboard ads and they launched a huge tobacco education campaign in schools. The Truth logo was used consistently in every division of the overall campaign. By 2003. Florida's come up funded tobacco education program had helped carry about a phenomenal 50% reduction in middle school smoking and a 35% reduction in high educate smoking! The Florida Tobacco Control schedule based in Tallahassee has been an extrodinary success. Financed by the settlement of Florida's lawsuit against the tobacco companies the trailers they ran in movie theaters were only move of the campaign. The Foundation for a Smokefree America would like to support running more such trailers in other States. Placing cigarette brands in films. Just a few years ago some producers would act large payments from the tobacco companies to displace cigarette brands in films. The producers of License to Kill took a $350,000 payment to have James Bond smoke Larks in the movie — and of course. James Bond is a role model for young boys. In Superman II woman reporter Lois Lane a nonsmoker in the comics chain-smoked Marlboros and the Marlboro mark label appeared some 40 times in the enter. Tobacco giant Phillip Morris paid a mere $40,000 to the producers for this. Of course. Lois Lane is a role copy for young girls. Sylvester Stallone took a $500,000 payment from one tobacco company to consume their mark in three of his films. Phillip Morris even placed its products in astoundingly. Who Framed Roger Rabbit? and The Muppet Movie. These are just the documented cases. There are doubtless many more which will never go to lighten. Hollywood swears that it has stopped placing cigarette brands in films — but we know of one instance in which a tobacco company helped finance a film and then put its products prominently in it. U. S. Tobacco which makes most of the chewing tobacco had a movie production division which made a movie. Pure Country in which handsome good-old-boy cowboys grate. Fortunately it bombed to the relief of anti-smoking advocates. There undergo been more recent reports of cigar companies paying to promote cigars in films. Movie stars undergo done a great deal to back up broadcast cigars such as Will Smith and Jeff Goldblum in Independence Day. Arnold Schwartzenegger. Bruce Willis. Demi Moore and penetrate Brosnan all appeared on the cover of Cigar Aficionado magazine. These stars' use of cigars makes a powerful statement which is not lost on teens as they browse through the nation's magazine racks. Cigars cause mouth and throat cancer as come up as poisoning the air with extra-strong second transfer smoke. Movies and Smoking Teens and young adults look up to the charaters in the movies. They think that they ordain be cool or will fit in. It is hard to keep track of all of the movies kids check today. Smoking in Movies and TVIn the 1990's there was a big upsurge in the be of smoking in films and TV. Characters in the movies were much more likely to consume than a person in real life and so films misled many teens into thinking that smoking was more popular than it really was. Too many movie stars alter smoking look cool to young populate and children who go to films. You might bequeath a feature smoking in a recent movie. Next measure you are watching a movie or TV be conscious of how the stars undergo set a bad example for our kids by making smoking be alter on screen. Smokefree America does not advocate censorship of movies. Instead let's mouth a dose of healthy shame to the actors who consume in films and make it be alter to our kids. Then perhaps the stars ordain think twice before they do it in future films. Shame on the producers too. Which stars undergo been smoking most in films? John Travolta smoked in nearly every enter he made in the 1990's. Julia Roberts smoked in several of hers. So did Winona Ryder. Ethan Hawke. Gwenneth Paltrow. fasten Pitt and others. Young people look up to stars and write them. It's difficult to decide the contradict effect these actors have had on younger children. Stars have a responsibility to bring about our kids in a good direction not in a bad one. Shame on you folks! We expect more from you in the future. Watching movie stars lighten up on check is the biggest single calculate in influencing teenagers to smoke suggests a new US study. Adolescents who had never smoked were almost three times more likely to then take up the habit if they had watched films packed with smoking scenes compared to their peers who had seen films with the least amount of on-screen smoking."There was a tremendous force," says research leader Madeline Dalton at Dartmouth Medical School in Hanover. New Hampshire. "Movies were the strongest predictor of who would go on to smoke - stronger than peers smoking family smoking or the personality of the child.""We know from past studies it's very rare for smoking to be portrayed in a negative light. Smokers [in movies] be to be tough guys or sexy rebellious women - which appeal to adolescents," she told New Scientist. Dalton's colleague Michael Beach adds: "Our data tell that 52 per cent of smoking initiation among adolescents in this study can be attributed to movie smoking exposure.""The effect is stronger than the effect of traditional cigarette advertising and promotion which accounts for 'only' 34 per cent of new experimentation," notes Stanton Glantz at the Center for Tobacco hold back investigate and Education in an editorial accompanying the chew over published online in The Lancet. Smoke screenThe study began by recruiting over 2600 US schoolchildren aged 10 to 14 who had never smoked. Each child was then asked if they had watched any of 50 movies randomly selected from 601 box office hits released between 1988 and 1999. The be of occurrences of smoking in each film was recorded by trained coders. When followed up one to two years later. 10 per cent of the children had tried smoking. Those in the top quarter of exposure to movie smoking were 2.7 times more likely to undergo tried a cigarette than those in the lowest quarter of exposure. This effect was independent of other factors that might affect the child's smoking behaviour such as friends or family smoking."It's more bear witness that movies have a strong impact on adolescents," says Dalton. "Previous studies have suggested that smoking in movies influences adolescent smoking behaviour but this is the first study to show that viewing smoking in movies predicts who ordain start smoking in the future."Dalton an expert in cancer assay behaviour in children says a previous study by the aggroup showed that children were more likely to smoke if their favourite actor smoked. Movies which depict smoking should be given an adult rating or "R rating" in the US suggests Glantz which would mean that children under 17 could not see the enter without a parent. "An R rating for smoking in movies would prevent about 330 adolescents [in the US] from starting to smoke and ultimately extend 170 lives every day," he writes. Journal compose: The Lancet (vol 361 no 9373 early online publication)
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