In a recent report, WHO calls for the banning of minors from films where actors are seen smoking. But this fight is not unanimous
Should we ban minors from films where we see people smoking? This is in any case the wish of the World Health Organization (WHO). In a report published the 1er February, she claims a « age classification » films in which tobacco is consumed. « The aim is to prevent children and adolescents from starting to smoke ”, says the WHO, saying that cinema "Makes millions of young tobacco slaves ».
Tobacco in 36% of films for youth
The UN agency refers to studies conducted in the United States by the Atlanta Center for Disease Control and Prevention. According to this organization, in 2014, the spectacle of smoking in movies would have induced more than six million American children to become smokers.
« Two million will die of tobacco-related diseases » warns the WHO, specifying that in 2014, tobacco consumption appeared in 44% of films produced in Hollywood. And in 36% of films intended for young people.
Representations of tobacco even without smoke
This initiative of the WHO is greeted by Michèle Delaunay, socialist deputy of Gironde, very in point on the subject. « Smoking scenes are present in 80% of French films », says the member, who draws this figure from a study of the League against cancer.
Published in 2012, this survey was conducted on 180 hit movies released between 2005 and 2010. « In 80% of these feature films, we found situations with a representation of tobacco. Either with smoking characters, or with objects like lighters, ashtrays or cigarette packs »says Yana Dimitrova, mission manager at the League.
Originally, a product placement strategy
Tobacco in the cinema? In fact, it's a long story of secret and long-standing relationships. It took the publication of the archives of large tobacco companies to discover that firms have long paid for their products appear in the movies.
« This is called product placement. And it is very effective to advertise discreetly without, most often, the uninformed public realizes it » explains Karine Gallopel-Morvan, professor of social marketing at the School of Advanced Studies in Public Health in Rennes.
Develop female smoking
These practices began as early as the 1930 years in the United States, especially to develop female smoking. « At the time, smoking was very bad for a woman. And the cinema has been a great way to highlight the image of the so-called emancipatory and emancipating tobacco by smoking famous actresses » continues Karine Gallopel-Morvan.
After the war, this strategy has continued to grow. « It is reasonable to think that movies and personalities have more influence on consumers than a static poster of a pack of cigarettes », indicated in 1989 an internal document of a big tobacco company.
In a book published in 2003, Professor Gerard Dubois, a public health doctor, revealed that companies also did not hesitate to cover gifts (watches, jewelry, cars) the biggest stars of American cinema. Or to regularly provide the actors with their favorite cigarettes so that they smoke them in life but also on the screen.
An image far from reality
Today, it is unclear whether this product placement, often prohibited by anti-smoking legislation, continues to exist underground. In any case, it is the belief of the associations that too many films present an ubiquitous and rewarding image of cigarettes.
Regardless of the reality of smoking. « When we saw, in 1950, 70% of men smoking in a film, it was normal. Because at the time, 70% of men smoked in France. But today it does not make sense to still see this in a movie when the prevalence is 30% in our country » explains Emmanuelle Béguinot, director of the National Committee against Smoking (CNCT).
Respect the creative freedom of the director
This argument is unfounded according to Adrien Gombeaud, a writer and journalist who published Tobacco and cinema. Story of a myth (Scope Editions) in 2008. « These percentage stories are absurd. According to this principle, there should also be 10% of unemployed in all films, He explains. And if we follow the reasoning of associations, it would be necessary, in a chase on the screen, cars do not exceed the speed limit. »
According to Adrien Gombeaud, a film is not a prevention spot of the Ministry of Health. « It's a work. And you have to respect the creative freedom of the director. If we see a lot of people smoking in movies, it's because many filmmakers believe that cigarettes or tobacco smoke have great aesthetic potential. It can also be a staging element. For example, when a director makes a fixed shot of an actor, the fact that he has a cigarette in his hand can create movement. Without the cigarette, the plan may be a little dead »explains Adrien Gombeaud, adding that tobacco is also a good way to quickly locate a character in the plot.
« Because tobacco is a social marker. And the way the character smokes gives an immediate indication of his status. For example, the way Jean Gabin held his cigarette in his first films, when he embodied the French proletariat, has nothing to do with his smoking habits when he played bourgeois roles in the second half of his career. »
Broadcast anti-smoking spots before a movie?
On the side of the associations, one defends itself of any will of censure. « We do not ask for the total disappearance of tobacco in films. But regularly, we see scenes that bring nothing to the plot of the film. For example a close-up on a package with the mark clearly visible » says Emmanuelle Béguinot.
« No more public subsidies should be given to films that promote tobacco » Michèle Delaunay believes. For Karine Gallopel-Morvan, prevention needs to be developed. « One could imagine that before each film very "smoky" is broadcast a spot anti-tobacco or awareness of young spectators. »
► TOBACCO IN FOREIGN FILMS
According to the WHO, between 2002 and 2014, images of tobacco consumption figured in almost two-thirds (59%) of the biggest hits in American cinema. His report also states that in Iceland and Argentina, nine out of ten films produced, including youth films, show tobacco consumption.
Source : La-croix.com
