title: Die Another Day, James Bond's smoking over six decades.
abstract: We aimed to examine smoking-related content in all 24 James Bond movies in the Eon Productions series from 1962 to 2015. There were favourable downward trends for any smoking by James Bond (p=0.015 for trend), and for tobacco-related spy-gadgetry (p=0.009). Around 20% of Bond's 60 sexual partners smoked in each decade, and most recently in 2012. There were regular mentions of smoking risks to health (starting from 1967) and product placement of branded packs was present in two movies. Overall, the persisting smoking content remains problematic from a public health perspective, especially given the popularity of this movie series.
authors.affiliation: Department of Public Health, University of Otago, Wellington, New Zealand.
authors.forename: Nick
authors.initials: N
authors.lastname: Wilson
authors.affiliation: Wellington, New Zealand.
authors.forename: Anne
authors.initials: A
authors.lastname: Tucker
mesh_terms: D049673:History, 20th Century; D049674:History, 21st Century; D006801:Humans; D009040:Motion Pictures / Q000266:history*; D012907:Smoking / Q000266:history*; D016540:Smoking Cessation; D000074606:Smoking Prevention; D062789:Tobacco Products
keywords: Advertising and Promotion; Media; Secondhand smoke; Surveillance and monitoring