Submitted: 06 Mar 2017
Revised: 13 Apr 2017
Accepted: 23 Apr 2017
First published online: 14 Jun 2017
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Health Promot Perspect. 2017;7(3):163-167.
doi: 10.15171/hpp.2017.29
PMID: 28695105
PMCID: PMC5497368
  Abstract View: 735
  PDF Download: 919
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Original Article

Alcohol and violence in 2017 National Football League Super Bowl commercials

Sarah A. MacLean 1 * , Corey H. Basch 2, Philip Garcia 2

1 Department of Epidemiology, Mailman School of Public Health, Columbia University, New York, NY, USA
2 Department of Public Health, William Paterson University, Wayne, NJ, USA

Abstract

Background: The National Football League (NFL) Super Bowl is a widely-viewed sports event and the commercials are especially popular among viewers. Previous research has demonstrated risky health behaviors in advertisements aired during sporting events. The purpose of this study was to analyze the content of the advertisements aired during the 2017 NFL Super Bowl. Methods: This cross-sectional study involved examining the content of all commercials, with an emphasis on health-compromising behaviors. The themes and highlights of the advertisements were analyzed based on whether there was a reference to alcohol or violence. Results: A total of 103 unique commercials were analyzed. The most common themes were humor (n=43), happiness (n=25), innovation (n=25), and enjoyment or relaxation (n=25).Alcohol was referenced in 13 (12.6%, 95% CI 7.5%, 20.4%) of the commercials. Advertisements with alcohol references were more likely to contain the themes of partying (odds ratio [OR]:16.2, 95% CI 1.4-193.4, P=0.041) and enjoyment or relaxation (OR: 4.7, 95% CI 1.4-15.6,P=0.014). There were 24 commercials with references to violence and these were more likely tobe promoting a movie (OR: 5.4, 95% CI 3.5-8.2, P<0.001) or television program (OR: 8.9,95% CI 2.6-30.26, P<0.001). Conclusion: Parents should consider whether it is appropriate for their children to watch a concentrated number of intense images containing references to alcohol and violence during this popular sporting event.
Citation: MacLean SA, Basch CH, Garcia P. Alcohol and violence in 2017 National Football League Super Bowl commercials. Health Promot Perspect. 2017;7(3):163-167. doi: 10.15171/hpp.2017.29.
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