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Original Articles

The framing of alcohol in (non-)sponsored movies: A comparative content analysis of alcohol advertising and portrayals in sponsored and non-sponsored Dutch movies

, &
Pages 365-375 | Received 15 Sep 2016, Accepted 14 Feb 2017, Published online: 13 Mar 2017

Figures & data

Table 1. Sample: eight Dutch movies sponsored by an alcohol brand and eight non-sponsored movies.

Table 2. Coding scheme and Kappa for portrayal characteristics, including alcohol consumption, group size, product category, age, gender, location, time, décor and background characters.

Table 3. Coding scheme and Kappa for brand visibility and brand that is visible.

Table 4. Coding scheme and Kappa for product placement strategies, including modality, valence and plot connection.

Table 5. Coding scheme and Kappa for law compliance, including six criteria for advertising for alcoholic beverages.

Table 6. Results of portrayal characteristics (sponsored movies versus non-sponsored).

Table 7. Results for brand visibility (sponsored movies versus non-sponsored).

Table 8. Results for product placement strategies (sponsored movies versus non-sponsored).

Table 9. Results for law compliance (sponsored movies versus non-sponsored)Table Footnotea.