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How movies may make you drink more

Alcohol use is often portrayed positively or even glamorized in movies. A new study looks at how alcohol portrayals in movies may affect viewers. Both positive and negative portrayals can contribute to viewers' emotional involvement in, attitude toward, and evaluation of the movie. "Product placement is more subtle than general ads, occurring when a company pays movie makers to portray its brand in a movie. Strategies to embed advertisements in a movie context with appealing actors -- and without viewers' conscious processing of the intentions of the message -- might be even more powerful than general advertising strategies since the message is not perceived as advertising," researchers noted.
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