Smoking display-time trends in Iranian movies

Gholamreza Heydari, Arezoo Ebn Ahmady, Harry A. Lando, Fahimeh Chamyani, Mohammad Reza Masjedi, Mohammad B. Shadmehr, Lida Fadaizadeh, Samira Chaibakhsh

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1 Scopus citations

Abstract

In spite of current laws against any tobacco-related advertisement, many viewers believe Iran's movie industry has yet to curb this practice. The aim of this study was to present trends in smoking display time by Iranian movie stars to encourage authorities to develop legislation aimed at reducing direct and indirect tobacco advertising. In this cross-sectional study, a list of all movies in the past three decades was prepared, and the top 10 best sellers of each year were purchased, amounting to 300 movies. Cohen's kappa was used to confirm reliability of the measurements. The average total smoking times over the decades under study (1981 to 2011) were 39.1 seconds, 67 seconds, and 99.3 seconds, respectively. Analysis of variance revealed that onscreen smoking times for male, female, and leading roles have significantly increased. Results indicate that smoking by movie actors could be a critical factor in the increased prevalence of smoking among younger Iranians. Concerned authorities should undertake more effective approaches to prevent on-screen tobacco use in movies.

Original languageEnglish (US)
Pages (from-to)e156-e161
JournalHealth and Social Work
Volume40
Issue number4
DOIs
StatePublished - Jan 1 2015

Keywords

  • Actors
  • Actresses
  • Cinema
  • Films
  • Tobacco use

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    Heydari, G., Ahmady, A. E., Lando, H. A., Chamyani, F., Masjedi, M. R., Shadmehr, M. B., Fadaizadeh, L., & Chaibakhsh, S. (2015). Smoking display-time trends in Iranian movies. Health and Social Work, 40(4), e156-e161. https://doi.org/10.1093/hsw/hlv066