The current study included a content analysis of PG-13 movie trailers to evaluate the content of risk behavior, related consequences and gender variables. The sample consisted of trailers representing the top ten blockbuster films from each year between 2008 and 2012. The sample was selected to represent the most popular films because they reach the largest audience. The risk behavior variables included violence, tobacco use, alcohol, sexual conduct and body modification. They were chosen based on risk behaviors cited by the CDC and previous research.
The purpose of the study was to investigate an antecedent of Social Cognitive Theory. The results indicate higher levels of risk behaviors in comparison to their related consequences. Male characters were found to be more likely to engage in risk behaviors than women, with the exception of sexual conduct.
|Advisor:||Dinu, Lucian F.|
|Commitee:||Auter, Philip J., Kim, Do K.|
|School:||University of Louisiana at Lafayette|
|School Location:||United States -- Louisiana|
|Source:||MAI 54/02M(E), Masters Abstracts International|
|Subjects:||Communication, Mass communications|
|Keywords:||Advertising, Consequences, Content analysis, Movie advertising, Movie trailers, Risk behaviors|
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