Portrayals of branded soft drinks in popular American movies: a content analysis

Table 1 Characteristics of 95 movies, 1991–2000

MPAA Rating *
G	3 (3%)
PG	17 (18%)
PG-13	44 (46%)
R	31 (33%)
Genre
Action Adventure	32 (34%)
Children/Family/Animation	12 (13%)
Comedy	24 (25%)
Drama	13 (14%)
Horror	4 (4%)
Mystery/Thriller/Crime	7 (7%)
Science Fiction	3 (3%)
Time-period setting
Before 1890	6 (6%)
1890–1959	6 (6%)
1960–2000	80 (85%)
Future	3 (3%)
Portrayed Soft Drinks
Yes	43 (45%)
No	52 (55%)
Portrayed Branded Soft Drinks
Yes	31 (33%)
No	64 (67%)

*The U.S. has a voluntary system of movie ratings that helps parents prevent their children from seeing movies that are inappropriate. G is for a general audience, with all ages admitted. PG recommends parental guidance, and some material may not be suitable for children. PG-13 means "parents are strongly cautioned" and some material may be inappropriate for children under 13. R is restricted for viewers; anyone 17 years or younger requires an accompanying parent or guardian.

ISSN: 1479-5868