Prevalence of transportation safety measures portrayed in primetime US television programs and commercials

Injury Prevention Practices as Depicted in G- and PG-Rated Movies, 2008-2012

Unintentional injuries are the leading cause of death among children in the United States. The use of recommended safety practices can reduce injuries. Children often learn behaviors from media exposure. Children's movies released in 1995-2007 infrequently depicted appropriate injury prevention practices. The aim of this study was to determine if injury prevention practices in children's movies have improved. The top grossing 25 G- and PG-rated movies in the United States per year for 2008-2012 were eligible for inclusion in the study. Movies or scenes were excluded if they were animated, not set in the present day, fantasy, documentary, or not in English. Injury prevention practices involving riding in a motor vehicle, walking, boating, bicycling, and four other activities were recorded for characters with speaking roles. Fifty-six (45%) of the 125 movies met the inclusion criteria. A total of 603 person-scenes were examined involving 175 (29%) children and 428 (71%) adults. Thirty-eight person-scenes involved crashes or falls, resulting in four injuries and no deaths. Overall, 59% (353/603) of person-scenes showed appropriate injury prevention practices. This included 313 (70%) of 445 motor-vehicle passengers who were belted; 15 (30%) of 50 pedestrians who used a crosswalk, 2 (7%) of 30 boaters who wore personal flotation devices, and 8 (29%) of 28 bicyclists who wore helmets. In comparison with previous studies, there were significant increases in usage of seat belts, crosswalks, personal flotation devices, and bicycle helmets. However, 41% of person-scenes still showed unsafe practices and the consequences of those behaviors were infrequently depicted.

Music video viewing as a marker of driving after the consumption of alcohol

This study has two main objectives. First, it is examined whether the frequent exposure to music video viewing is associated with driving after the consumption of alcohol. Second, it is examined which theoretical framework, a combination of Cultivation Theory and the Theory of Planned Behavior or the Problem Behavior Theory, is suited best to explain this relationship. Participants were 426 Flemish adolescents who took part in a two-wave panel survey (2006-2008) about media use, risk-taking attitudes, intentions, and behaviors. In line with Cultivation Theory and the Theory of Planned Behavior, the results showed that adolescents' music video viewing is a significant marker of later risky driving behavior and that this relationship is mediated through their attitudes and intentions. No support was found for the hypothesis that music video viewing is part of a cluster of problem behaviors (Problem Behavior Theory). Thus, the results of this study seem to indicate that a combination of Cultivation Theory and the Theory of Planned Behavior provides a more useful framework for explaining the relationship between music video viewing and driving after the consumption of alcohol. The implications for prevention and the study's limitations are discussed.

Seatbelt and helmet depiction on the big screen blockbuster injury prevention messages?

BACKGROUND

Injuries from vehicle crashes are a major cause of death among American youth. Many of these injuries are worsened because of noncompliant safety practices. Messages delivered by mass media are omnipresent in young peoples' lives and influence their behavior patterns. In this investigation, we analyzed seat belt and helmet messages from a sample of top-grossing motion pictures with emphasis on scene context and character demographics.

METHODS

Content analysis of 50 top-grossing motion pictures for years 2000 to 2004, with coding for seat belt and helmet usage by trained media coders.

RESULTS

In 48 of 50 movies (53% PG-13; 33% R; 10% PG; 4% G) with vehicle scenes, 518 scenes (82% car/truck; 7% taxi/limo; 7% motorcycle; 4% bicycle/skateboard) were coded. Overall, seat belt and helmet usage rates were 15.4% and 33.3%, respectively, with verbal indications for seat belt or helmet use found in 1.0% of scenes. Safety compliance rates varied by character race (18.3% white; 6.5% black; p = 0.036). No differences in compliance rates were noted for high-speed or unsafe vehicle operation. The injury rate for noncompliant characters involved in crashes was 10.7%. A regression model demonstrated black character race and escape scenes most predictive of noncompliant safety behavior.

CONCLUSIONS

Safety compliance messages and images are starkly absent in top-grossing motion pictures resulting in, at worst, a deleterious effect on vulnerable populations and public health initiatives, and, at minimum, a lost opportunity to prevent injury and death. Healthcare providers should call on the motion picture industry to improve safety compliance messages and images in their products delivered for mass consumption.

Vehicle emissions and consumer information in car advertisements

BACKGROUND

The advertising of vehicles has been studied from a safety perspective but not in terms of vehicle air pollutants. We aimed to examine the content and trends of greenhouse gas emissions and air pollution-related information, in light passenger vehicle advertisements.

METHODS

Content analysis of the two most popular current affairs magazines in New Zealand for the five year period 2001-2005 was undertaken (n = 514 advertisements). This was supplemented with vehicle data from official websites.

RESULTS

The advertisements studied provided some information on fuel type (52%), and engine size (39%); but hardly any provided information on fuel efficiency (3%), or emissions (4%). Over the five-year period the reported engine size increased significantly, while fuel efficiency did not improve. For the vehicles advertised, for which relevant official website data could be obtained, the average "greenhouse rating" for carbon dioxide (CO2) emissions was 5.1, with a range from 0.5 to 8.5 (on a scale with 10 being the best and 0.5 being the most polluting). The average CO2 emissions were 50% higher than the average for cars made by European manufacturers. The average "air pollution" rating for the advertised vehicles was 5.4 (on the same 1-10 scale). The yearly averages for the "greenhouse" or "air pollution" ratings did not change significantly over the five-year period. One advertised hybrid vehicle had a fuel consumption that was under half the average (4.4 versus 9.9 L/100 km), as well as the best "greenhouse" and "air pollution" ratings.

CONCLUSION

To enhance informed consumer choice and to control greenhouse gas and air pollution emissions, governments should introduce regulations on the content of vehicle advertisements and marketing (as started by the European Union). Similar regulations are already in place for the marketing of many other consumer products.

Smooth handling: the lack of safety-related consumer information in car advertisements

OBJECTIVE

To examine the content and trends of safety-related consumer information in magazine vehicle advertisements, as a case study within the worldwide marketing of vehicles.

METHODS

Content analysis of popular current affairs magazines in New Zealand for the 5-year period 2001-2005 was undertaken (n = 514 advertisements), supplemented with vehicle data from official websites.

RESULTS

Safety information in advertisements for light passenger vehicles was relatively uncommon with only 27% mentioning one or more of nine key safety features examined (average: 1.7 out of nine features in this 27%). Also included were potentially hazardous features of: speed imagery (in 29% of advertisements), power references (14%), and acceleration data (4%). The speed and power aspects became relatively more common over the 5-year period (p < 0.05 for trend).

CONCLUSIONS

To enhance informed consumer choice and improve injury prevention, governments should consider regulating the content of vehicle advertisements and vehicle marketing - as already occurs with many other consumer products.