Bond, James Bond, otherwise known as 007, has made headlines yet again, not for his fictional service in the British Secret Service but for his fictional lifestyle habits.
A recent first place, award-winning study out of the Medical Journal of Australia’s
Christmas competition examined Bond’s drinking habits through each film
, studying how changing drinking habits in the films through the decades act as a reflection for changing attitudes towards alcohol and cigarette consumption generally. The final conclusion from the researchers at University of Otago in New Zealand analyzed movies from 1962 to 2015 only to find, that yes Bond did have a severe drinking problem.
Beyond figuring out that Bond met half the criteria for alcohol abuse disorder
, the study looked at product placements in Bond films. The number of ads or brands appearing in Bond films have been steadily increasing decade over decade. In the 1960s, Bond films had an average of about 5 product placements per film, with barely any mention of alcohol brands. By the 2010s an average Bond film features around 30 product placements per film, which can include anything from alcohol to cars. The amount of alcohol brands making an appearance has also increased fivefold since the first round of 007 movies.