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Tobacco and Alcohol Use in G-Rated Children's Animated Films

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Tobacco and Alcohol Use in G-Rated Children's Animated Films MEDICINE AND THE MEDIA Tobacco and Alcohol Use in G-Rated Children’s Animated Films Adam O. Goldstein, MD Context Tobacco and alcohol use among youth are major public health problems, Rachel A. Sobel but the extent to which children are routinely exposed to tobacco and alcohol prod- ucts in children’s films is unknown. Glen R. Newman, PT Objective To identify the prevalence and characteristics associated with tobacco and LTHOUGH TOBACCO USE AMONG alcohol use portrayed in G-rated, animated feature films. US adults continues to de- Design All G-rated, animated feature films released between 1937 and 1997 by 5 cline, youth tobacco use is on major production companies (Walt Disney Co, MGM/United Artists, Warner Brothers the rise.1 Research demon- Studios, Universal Studios, and 20th Century Fox) that were available on videotape Astrating causal relationships between to- were reviewed for episodes of tobacco and alcohol use. bacco advertising and youth tobacco con- Main Outcome Measures Presence of tobacco and alcohol use in each film, type sumption has increased criticism of of tobacco or alcohol used, duration of use, type of character using substance (bad, tobacco advertising campaigns like those neutral, or good), and any associated effects. based on the popular cigarette symbols Results Of 50 films reviewed, 34 (68%) displayed at least 1 episode of tobacco or of the Marlboro Man and the cartoon alcohol use. Twenty-eight (56%) portrayed 1 or more incidences of tobacco use, in- character Joe Camel.2-4 Recent pres- cluding all 7 films released in 1996 and 1997. Twenty-five films (50%) included al- sures on tobacco companies to settle all cohol use. Smoking was portrayed on screen by 76 characters for more than 45 min- state Medicaid lawsuits has stemmed in utes in duration; alcohol use was portrayed by 63 characters for 27 minutes. Good part from tobacco companies’ market- characters use tobacco and alcohol as frequently as bad characters. Cigars and wine ing campaigns that appeal to youth. are shown in these films more often than other tobacco or alcohol substances. Moreover, cigar use has increased expo- Conclusions More than two thirds of animated children’s films feature tobacco or nentially among young adults in recent alcohol use in story plots without clear verbal messages of any negative long-term health years.5 effects associated with use of either substance. Similarly, the film industry has come JAMA. 1999;281:1131-1136 www.jama.com under attack for its continued depic- tion of tobacco use as sexy, hip, and METHODS Variables assessed in each film in- cool.6,7 Tobacco use continues to be a cluded presence of tobacco or alcohol staple of character development in Hol- Two trained research assistants re- use, type of tobacco or alcohol being lywood as legends such as Humphrey viewed videotapes of 50 G-rated, chil- used, total length of time (in seconds) to- Bogart, Lauren Bacall, and John Wayne dren’s animated films for the presence of bacco or alcohol use was visible on are replaced by stars like John Travolta, tobacco and alcohol use by characters. screen, number of characters using to- Julia Roberts, Winona Ryder, and Brad The films reviewed included all Walt Dis- bacco or alcohol, overall character qual- Pitt, all of whom have lit up on the big ney Co animated features from 1937 ity of user (good, bad, or neutral), and screen. through 1997, except for those cur- presence of any implied or explicit health Use of tobacco, as well as alcohol, by rently unavailable on videocassette (n = message. For coding purposes, tobacco children and adolescents are important 3), as well as all similar films released public health concerns. Recently, 1 of us since 1982 by 4 other major animated Author Affiliations: Department of Family Medi- (A.O.G.) was surprised by the presence production companies (MGM/United cine, School of Medicine (Dr Goldstein and Ms So- of tobacco and alcohol use by charac- Artists, Warner Brothers Studios, Uni- bel), and the Department of Health Policy and Ad- ministration, School of Public Health (Mr Newman), ters in several animated children’s films. versal Studios, and 20th Century Fox). University of North Carolina at Chapel Hill. To examine whether this was an iso- Films selected for review had a running Corresponding Author and Reprints: Adam O. Gold- stein, MD, Department of Family Medicine, Univer- lated phenomenon, we undertook a time of at least 60 minutes, had a pri- sity of North Carolina at Chapel Hill School of Medi- study to examine the prevalence of to- mary story line in animation, and were cine, CB 7595, Chapel Hill, NC 27599 (e-mail: [email protected]). bacco and alcohol use in children’s ani- released into theaters before distribu- Edited by Annette Flanagin, RN, MA, Associate Se- mated films. tion via videocassette. nior Editor ©1999 American Medical Association. All rights reserved. JAMA, March 24/31, 1999—Vol 281, No. 12 1131 Downloaded From: https://jamanetwork.com/ on 09/25/2021 TOBACCO AND ALCOHOL IN ANIMATED FILMS and alcohol use by large groups, such as Table 1. Tobacco and Alcohol Use in Animated Children’s Feature Films in bars, was counted as only 1 use. Tobacco Alcohol Tobacco Use Total Alcohol Use Total A standardized evaluation sheet and Movie Year Use Exposure, s Use Exposure, s a handheld digital stopwatch were used Walt Disney Co for data measurement and collection dur- Snow White and the 1937 No No Seven Dwarfs ing the review of each feature. Review- Pinocchio* 1940 Yes† 223 Yes 80 ers examined film sequences with ob- served tobacco or alcohol use several Fantasia 1940 No No times to ensure accuracy. The data were Dumbo 1941 Yes† 176 Yes‡ 88 entered into Microsoft Excel, Version 5.0 Bambi 1942 No No (Microsoft Corp, Redmond, Wash), and The Three Caballeros 1945 Yes 548 Yes 8 analyzed with descriptive and x2 statis- Fun and Fancy Free 1947 No Yes‡ 4 tics using Epi Info, Version 6.02 (Cen- Cinderella 1950 Yes 37 No ters for Disease Control and Preven- Alice in Wonderland 1951 Yes† 158 No tion, Atlanta, Ga). Peter Pan 1953 Yes 51 Yes‡ 33 Lady and the Tramp 1955 No No RESULTS Sleeping Beauty 1959 No Yes‡ 113 Tobacco or alcohol was used by at least 101 Dalmatians* 1961 Yes† 299 Yes 51 1 character in 34 (68%) of the 50 ani- The Sword and the Stone 1963 Yes† 37 Yes 20 mated movies (TABLE 1). Tobacco use The Jungle Book 1967 No No was portrayed in 28 films (56%), includ- ing all 7 animated movies released in The Aristocats 1970 Yes 11 Yes‡ 142 1996 and 1997. Seventeen of 33 Dis- Robin Hood 1973 No Yes‡ 39 ney animated movies featured tobacco The Rescuers 1977 No No use compared with 11 of 17 films by The Many Adventures of 1977 No No other production companies. Disney Winnie the Pooh films made since 1964, when the first sur- The Fox and the Hound 1981 No No geon general’s report on tobacco use was The Black Cauldron 1985 No Yes 34 published, had similar instances of to- The Great Mouse 1986 Yes† 165 Yes 414 Detective bacco use than those made before 1964 (8 vs 9, P = .58). Oliver and Company 1988 Yes† 74 No Tobacco was used by at least 76 char- The Little Mermaid 1989 Yes 9 No acters for a total exposure time of more The Rescuers Down Under 1990 No Yes 76 than 45 minutes in duration, or an av- Beauty and the Beast 1991 No Yes 123 erage of 97 seconds (range, 1-548 sec- Aladdin 1992 Yes 2 Yes 3 onds) per movie that depicted smoking The Lion King 1994 No No as part of the plot or as a character trait. Pocahontas 1995 Yes 6 Yes 7 In films with tobacco use, an average of Toy Story 1995 No No 2.7 characters (range, 1-10) per film used The Hunchback of 1996 Yes 23 Yes 46 tobacco (TABLE 2). Cigars were the pre- Notre Dame* ferred tobacco used by 45 characters James and the Giant Peach* 1996 Yes† 206 Yes 38 (59%), cigarettes by 16 (21%), and pipes Hercules 1997 Yes 9 Yes 13 by 15 (20%). Twenty-eight of the 76 MGM/United Artists characters who used tobacco were clas- The Secret of NIMH 1982 No No sified as good. Surprisingly, in 14 of the All Dogs Go to Heaven* 1989 Yes† 205 Yes 73 17 Disney films with tobacco use, at least All Dogs Go to Heaven 2 1995 Yes† 162 Yes 72 1 of the smoking characters was classi- Babes in Toyland 1995 No No fied as a good character, and 22 (49%) Warner Brothers Studios of the Disney characters using tobacco Thumbelina 1994 Yes 6 Yes 5 products were classified as good. Com- The Troll in Central Park 1994 Yes 1 No pared with Disney films, only 3 of 11 Space Jam 1996 Yes 117 No other films with tobacco use portrayed Pippi Longstocking 1997 Yes 5 No even 1 good character smoking (P = .008) Cats Don’t Dance 1997 Yes 91 No and these characters represented only (continued) 19% (n = 6) of all characters using to- 1132 JAMA, March 24/31, 1999—Vol 281, No. 12 ©1999 American Medical Association. All rights reserved. Downloaded From: https://jamanetwork.com/ on 09/25/2021 TOBACCO AND ALCOHOL IN ANIMATED FILMS bacco products (Table 2). In the last 13 Table 1. Tobacco and Alcohol Use in Animated Children’s Feature Films (cont) animated movies released since 1992 that Tobacco Alcohol portrayed tobacco use, almost twice as Tobacco Use Total Alcohol Use Total many characters using tobacco were clas- Movie Year Use Exposure, s Use Exposure, s sified as good vs bad (12 vs 7 charac- Universal Studios ters) and in the 7 films released in 1996 An American Tail* 1987 Yes† 155 Yes‡ 74 and 1997, 10 of 17 characters using to- The Land Before Time 1988 No No Fievel Goes West 1991 Yes 24 Yes 28 bacco were good characters.
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