title: Little change in tobacco imagery on New Zealand television: 10 years on.
abstract: OBJECTIVE
  To examine changes in the frequency and contexts of tobacco imagery on New Zealand television since 2004.
  
  
  METHODS
  A content analysis of 73 hours of prime time evening television in 2014, including programs, advertisements and trailers, was coded for tobacco imagery. Imagery was defined as being either neutral/pro-tobacco or anti-tobacco.
  
  
  RESULTS
  Of the 93 programs coded, 29% had at least one scene with tobacco imagery. Of the 71 scenes with tobacco imagery, 59 were judged as showing neutral/pro-tobacco imagery, while 12 showed anti-tobacco imagery. No significant change in the number of programs containing tobacco imagery, or the type of imagery, was found since 2004, but there were fewer scenes that contained imagery.
  
  
  CONCLUSIONS
  There has been little change in the amount of tobacco imagery over the past decade. Given the potential for tobacco imagery to promote smoking among young people while reinforcing the habit among those who are trying to quit, action needs to be taken.
  
  
  CONCLUSIONS
  More could be done to counterbalance pro-tobacco imagery by promoting the Quitline and anti-tobacco media campaigns, and encouraging producers of local TV programs to consider the depiction of tobacco imagery in a way that reflects declining tobacco use.
authors.affiliation: Cancer Society Social and Behavioural Research Unit, University of Otago, New Zealand.
authors.forename: Louise
authors.initials: L
authors.lastname: Marsh
authors.affiliation: Cancer Society Social and Behavioural Research Unit, University of Otago, New Zealand.
authors.forename: Rob
authors.initials: R
authors.lastname: McGee
authors.affiliation: Cancer Society Social and Behavioural Research Unit, University of Otago, New Zealand.
authors.forename: Lindsay
authors.initials: L
authors.lastname: Robertson
authors.affiliation: Department of Media, Film and Communication, University of Otago, New Zealand.
authors.forename: Matthew
authors.initials: M
authors.lastname: Ward
authors.affiliation: Cancer Society Social and Behavioural Research Unit, University of Otago, New Zealand.
authors.forename: Rebecca
authors.initials: R
authors.lastname: Llewellyn
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000639:trends*; D005260:Female; D006293:Health Promotion; D006801:Humans; D008297:Male; D009520:New Zealand; D010565:Persuasive Communication; D016540:Smoking Cessation; D000074606:Smoking Prevention; D013690:Television; D055815:Young Adult; D014026:Nicotiana
keywords: media; public policy; smoking; tobacco; youth