Data Analysis and Research Findings
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The research has been divided into two parts and both are analyzed separately. Part one deal with the analysis of movies released in 2004 and 2005 and part two analyzes and evaluates the responses received from the answers of the youngsters.
Part I - Analyzing Movies
From a total of hundred and ten movies forty-eight of these were released in the year 2004 and sixty-two in the year 2005.
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Parameter observed and evaluated |
Number of movies displaying the evaluated parameter |
As percentage of total movies |
As percentage of movies showing tobacco (Total 98) |
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Movie showing smoking situations or tobacco use |
98
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89.1%
|
100% |
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Main protagonist consuming any tobacco product in the movie |
74
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67.3%
|
75.5% |
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Villain and/or other important character consuming tobacco in the movie |
69
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62.7%
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70.4% |
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Female characters consuming tobacco in the movie |
28
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25.5%
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28.6% |
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Style and glamour associated with smoking or tobacco use |
79
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71.8%
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80.6% |
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Concept that tobacco reduces stress supported in the movie by any oral or visible actions of the actors |
61
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55.5%
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62.2% |
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Dangers of tobacco consumption trifled and belittled in any scene in the movie |
30
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27.3%
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30.6% |
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Any Positive statement promoting or facilitating the acceptance of tobacco consumption |
33
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30.0%
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33.7% |
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Display of any specific brand of tobacco or verbal mention of the brand name in the movie |
45
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40.9%
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45.9% |
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