In every famous film there is a major character who drinks alcohol during each scene, but how does this affect the audience’s attitude towards alcohol? A study conducted at Radboud University Nijmegen has revealed that the glamorization and positive portrayal of drinking in movies contributes to the viewer’s attitude towards alcohol, causing them to view it in a more positive light, the Medical Daily reported.

Renske Koordeman, corresponding author from the university and her colleagues recruited 84 male and 75 female college students to participate in the study. A total of 159 participants were shown eight different clips from movies that either presented alcohol use in a negative or positive light. A control group was set up where students were exposed to clips with no alcohol content. Researchers gauged each student’s emotional involvement, also known as “transportation,” and overall attitude towards the film.

On average, participants developed a positive attitude and were transported by movie clips with portrayals of alcohol, either negative or positive, compared to the same clips that had no alcohol. Surprisingly, they were more transported into movie clips that displayed alcohol in a negative light instead of a positive one.

Researchers from this study commented that advertisement restrictions similar to the ones placed on tobacco products are not considered for alcohol use. They hope that future marketing policies will provide stricter rules and regulations governing the use of alcoholic images in the media.