Sample Deconstruction
by Denis Doyon, NMMLP

Meet Charlie's Angels

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			This clip is one of over 50 scenes from recent Hollywood movies featured on our new DVD-ROM Something Stinks in Hollywood! How movies sell smoking. How to help them quit.
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Who created this media message?  Why?

The first Charlie’s Angels movie was directed by McG.  It was released in 2000 by Columbia Pictures, which is owned by Sony Corp.  The goal, of course, was to make money. The movie had a budget of $92 million, and it grossed over $125 million in four months in US theaters.  Columbia/Sony made even more money in theaters worldwide, in video & DVD sales and rentals, and in television broadcasts.    

Who is the target audience?  What text, images or sounds suggest this? 

As a PG-13 movie, Charlie’s Angels is probably meant to be a “family” movie.  Informal surveys at NMMLP presentations suggest that many teenagers and pre-teens have seen the movie.  As a remake of a popular 1970’s TV show, the movie probably attracted a number of older adults as well.   

What is the text (literal meaning) of the message?   

This sequence from the beginning of the movie introduces the three main characters.  We first see each of them as a teen.  Natalie is shown learning how to drive a car, careening around on two wheels and having a great time.  Alex is shown winning a high-class riding competition. Dylan is shown smoking in the bathroom at school.  Later, we see an adult Natalie winning on “Jeopardy”, an adult Alex as an astronaut, and an adult Dylan punching out an officer at police academy.

What is the subtext (unstated or hidden message)?

These brief scenes create strong images of the main characters.  Natalie is good-natured, fun-loving but shallow.  Alex is more serious, competitive, and an achiever.  Dylan is a rebel.

What tools of persuasion are used? 

- Symbols: The three “teen” scenes are full of symbols.  When we show this clip to middle school students, they inevitably label Natalie a “geek” or “dork” because of her hairstyle and headgear, and “crazy” because of her driving skills.  Older audiences often associate the background music (from 80’s bubblegum pop sensation Wham!) with shallowness.  The posh horse show setting in Alex’s scene, and the background music, “Money (That’s What I Want)”, suggest wealth, acquisitiveness and competitiveness.  The teenage Dylan’s denim vest, arm cast, makeup and bleached hair (and Joan Jett’s “I Love Rock ‘n’ Roll”) are symbols of tough girl, rocker and rebel.  Her actions – smoking in the girl’s bathroom at school, and flipping off the security camera – reinforce this image.

- Humor: Natalie’s stunt driving is funny.  Dylan’s assault on the police instructor is also portrayed as humorous.

- Plain folks: Many viewers can probably relate to the teenage Natalie’s headgear or the teenage Dylan’s denim vest.

- Nostalgia: The 80’s music in the “teen’ scenes will certainly trigger memories for adults, as will the brightly-colored graphics lifted directly from the 70’s TV series.

- Beautiful people: For many viewers, the main appeal of the movie was the three female stars.

What healthy messages are communicated?

Apparently, Alex’s determination and hard work enabled her to become an astronaut, which is an impressive achievement.  The voiceover (Charlie) also describes all three as “brilliant”, though it's hard to tell that from this clip. 

What unhealthy messages are communicated?  

There are several unhealthy messages in this short clip:

- Natalie’s risky driving, and her cavalier attitude about it. 

- Charlie’s characterization of the teenagers as “little girls.”

- Dylan’s assault on her police academy instructor, which is portrayed as brave, justified, and even funny.

- And of course, Dylan’s smoking.

What part of the story is not being told?  

Perhaps the most powerful image in this clip is the scene showing the teenage Dylan smoking in the bathroom at school.  It’s an instantly recognizable symbol of the rebellious bad girl, and as such, it helps to create Dylan’s character.  But it’s also a powerful influence on the young audience.

Several recent scientific studies have demonstrated that on-screen smoking influences teens’ attitudes toward smoking and increases the risk that they will start smoking.   For example, a longitudinal study conducted by researchers at Dartmouth University (Dalton, Sargent et al., 2003) found that adolescents who viewed the most smoking in movies were three times more likely to start smoking than those with the least amount of exposure.  The study estimated that 52% of new adolescent smokers could be attributed to smoking in Hollywood movies.

For decades, major tobacco companies secretly paid Hollywood studios – as well as individual directors, actors and actresses -- to show smoking in movies.  The practice was banned by the 1998 Master Settlement Agreement between the tobacco companies and the states.  But since then, smoking in Hollywood movies has actually increased!  These days, four out of five Hollywood movies show smoking, and most movies with smoking are youth-rated G, PG and PG-13 films.

NMMLP supports the Smoke Free Movies campaign, which is pressuring Hollywood studios and the Motion Picture Association of America (MPAA) to get smoking out of youth-rated movies. 

More info on Smoke Free Movies, including more movie clips

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