At a time when product placement gives brands a good deal, the placement of alcohol in movies is controversial, the actors of Public Health questioning on its real impact on risky populations incitement to consume. This paper presents a review of literature on this topic and its limits. Then, relying on the research on mental imagery, it proposes a theoretical framework explaining the impact of an alcohol placement in a movie on consumption incitement.
Le placement de produits alcoolisés dans les films et son impact sur l'incitation à consommer : le rôle médiateur de l'imagerie mentale