Portrayals of branded soft drinks in popular American movies: a content analysis

BACKGROUND: This study examines the portrayals of soft drinks in popular American movies as a potential vehicle for global marketing and an indicator of covert product placement. METHODS: We conducted a content analysis of America's top-ten grossing films from 1991 through 2000 that included portrayals of beverages (95 movies total). Coding reliabilities were assessed with Cohen's kappa, and exceeded 0.80. If there was at least one instance of branding for a beverage, the film was considered having branded beverages. Fisher's exact test was used to determine if soft drink portrayals were related to audience rating or genre. Data on the amount of time soft drinks appeared onscreen was log transformed to satisfy the assumption of normality, and analyzed using a repeated measures ANOVA model. McNemar's test of agreement was used to test whether branded soft drinks are as likely to appear or to be actor-endorsed compared to other branded beverages. RESULTS: Rating was not associated with portrayals of branded soft drinks, but comedies were most likely to include a branded soft drink (p = 0.0136). Branded soft drinks appeared more commonly than other branded non-alcoholic beverages (p = 0.0001), branded beer (p = 0.0004), and other branded alcoholic beverages (p = 0.0006). Actors consumed branded soft drinks in five times the number of movies compared to their consumption of other branded non-alcoholic beverages (p = 0.0126). About half the revenue from the films with portrayals of branded soft drinks come from film sales outside the U.S. CONCLUSION: The frequent appearance of branded soft drinks provides indirect evidence that product placement is a common practice for American-produced films shown in the U.S. and other countries

Serial Analysis of Antimitochondrial Antibody in Patients with Primary Biliary Cirrhosis

Antimitochondrial antibodies (AMAs) are the classic serologic marker in primary biliary cirrhosis (PBC). However, there have been only limited attempts to study changes in titer or isotype analysis of such AMAs in patients followed for long periods of tim

Suppression of Leukotriene B4 Generation by Ex-vivo Neutrophils Isolated from Asthma Patients on Dietary Supplementation with Gammalinolenic Acid-containing Borage Oil: Possible Implication in Asthma

Dietary gammalinolenic acid (GLA), a potent inhibitor of 5-lipoxygenase (5-LOX) and suppressor of leukotriene B(4) (LTB(4)), can attenuate the clinical course of rheumatoid arthritics, with negligible side effects. Since Zileuton, also an inhibitor of 5-LOX, attenuates asthma but with an undesirable side effect, we investigated whether dietary GLA would suppress biosynthesis of PMN-LTB(4) isolated from asthma patients and attenuate asthma. Twenty-four mild-moderate asthma patients (16–75 years) were randomized to receive either 2.0 g daily GLA (borage oil) or corn oil (placebo) for 12 months. Blood drawn at 3 months intervals was used to prepare sera for fatty acid analysis, PMNs for determining phospholipid fatty acids and for LTB4 generation. Patients were monitored by daily asthma scores, pulmonary function, and exhaled NO. Ingestion of daily GLA (i) increased DGLA (GLA metabolite) in PMN-phospholipids; (ii) increased generation of PMN-15-HETrE (5-LOX metabolite of DGLA). Increased PMN-DGLA/15-HETrE paralleled the decreased PMN generation of proinflammatory LTB(4). However, the suppression of PMN-LTB4 did not reveal statistically significant suppression of the asthma scores evaluated. Nonetheless, the study demonstrated dietary fatty acid modulation of endogenous inflammatory mediators without side effects and thus warrant further explorations into the roles of GLA at higher doses, leukotrienes and asthma

Pay for Play: Are Baseball Salaries Based on Performance?

The dataset, created by Mitchell Watnik of the University of Missouri-Rolla, presented in this article provides the salary and performance data for non-pitchers for the 1992 Major League Baseball season. Exploratory data analysis is used to determine a suitable regression model for the data. Other key concepts include: model selection, validation, stepwise model selection

NFL Y2K PCA

This article, created by authors Richard A. Levine and Mitchell Watnik of the University of California, Berkeley, describes a dataset on the 2000 National Football League (NFL) regular season and the exploratory data analyzes performed. Levine and Watnik uses "principal component techniques" to evaluate each team, thus assessing their strengths and weaknesses. Sometimes they simply compare a team's office versus their defense. In other instances, they compare a team's production to that of their opponents. This is a great lesson for anyone interested in the statistics associated with the National Football League

The Separation Principle in Linear Regression

In linear regression problems in which an independent variable is a total of two or more characteristics of interest, it may be possible to improve the fit of a regression equation substantially by regressing against one of two separate components of this sum rather than the sum itself. As motivation for this "separation principle," we provide necessary and sufficient conditions for an increased coefficient of determination. In teaching regression analysis, one might use an example such as the one contained herein, in which the number of wins of Major League Baseball teams is regressed against team payrolls, for the purpose of demonstrating that an investigator can often exploit intuition and/or subject-matter expertise to identify an efficacious separation. 1. Introduction We will both motivate and illustrate the Separation Principle through the following real example. Suppose we wish to relate the number of wins, Y , achieved by a Major League Baseball team in a given season to th..

The Long-Term Financial and Clinical Impact of an Electronic Health Record on an Academic Ophthalmology Practice

Purpose. To examine financial and clinical work productivity outcomes associated with the use of the electronic health record (EHR). Methods. 191,360 billable clinical encounters were analyzed for 12 clinical providers over a 9-year study period during which an EHR was implemented. Main outcome measures were clinical revenues collected per provider and secondary outcomes were charge capture, patient visit coding levels, transcription costs, patient visit volume per provider, digital drawing, and digital imaging volume. Results. The difference in inflation adjusted net clinical revenue per provider per year did not change significantly in the period after EHR implementation (mean = $404,198; SD =$17,912) than before (mean = $411,420; SD =$39,366) (P=0.746). Charge capture, the proportion of higher- and lower-level visit codes for new and established patients, and patient visits per provider remained stable. A total savings of $188,951 in transcription costs occurred over a 4-year time period post-EHR implementation. The rate of drawing the ophthalmic exam in the EHR was low (mean = 2.28%; SD = 0.05%) for all providers. Conclusions. This study did not show a clear financial gain after EHR implementation in an academic ophthalmology practice. Ophthalmologists do not rely on drawings to document the ophthalmic exam; instead, the ophthalmic exam becomes text-driven in a paperless world