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Many animated films include use of tobacco, alcohol

Tobacco or alcohol was used by at least one character in 68 percent of 50 animated feature movies released during the past 60 years, with no associated pro-health messages, according to an article appearing in the March 24/31 issue of The Journal of the American Medical Association (JAMA).

Adam O. Goldstein, M.D., of the University of North Carolina at Chapel Hill, and colleagues reviewed all G-rated, animated feature films released between 1937 and 1997 by Walt Disney Co., MGM/United Artists, Warner Brothers Studios, Universal Studios and 20th Century Fox, to identify the prevalence and characteristics associated with tobacco and alcohol use in these films. In total, 50 movies were reviewed—three films could not be reviewed because they were not available on videocassette.

The researchers noted the presence of tobacco or alcohol use, the type of tobacco or alcohol being used, total length of time in seconds tobacco or alcohol use was present on the screen, overall character quality of users and presence of any implied or explicit health messages.

Of 50 films reviewed, 34 displayed at least one episode of tobacco or alcohol use, according to the authors. Twenty-eight portrayed one or more incidences of tobacco use, including all seven films released in 1996 and 1997. Twenty-five films included alcohol use. Smoking was portrayed on screen by 76 characters for more than 45 minutes in duration; alcohol use was portrayed by 63 characters for 27 minutes. Good characters use tobacco and alcohol as frequently as bad characters. Cigars and wine are shown in these films more often than other tobacco or alcohol substances.

As to why animated film producers include characters using these substances, the authors speculate: “There is a certain amount of character development that is associated with tobacco or alcohol use and that some stories are attempting to be historically and culturally correct. Some film experts believe that animated film producers associate tobacco or alcohol use with certain character traits that would otherwise require violence or language not suitable for a G-rated film.”

The authors report that while antitobacco statements are made in 33 percent of nonanimated films (according to an earlier study), none of the animated films reviewed for this study contained any such statements.