« Tu pousses le bouchon un peu trop loin, Maurice! ». Vers un repérage des leviers publicitaires influençant les enfants. Application au domaine alimentaire

Pascale Ezan (), Mathilde Gollety (), Nathalie Guichard () and Valérie Hemar-Nicolas ()
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Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université, Rouen Business School
Mathilde Gollety: UEVE - Université d'Évry-Val-d'Essonne
Nathalie Guichard: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne
Valérie Hemar-Nicolas: Rouen Business School

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Abstract: In the context of children obesity, TV advertising targeting children is much debated. Some research blame it for favoring unhealthy food consumption while other studies argue that other factors are also to be blamed. This pape tackles this issue focusing on both children and food advertising. Children have been interviewed and food TV commercials have been scrutinized. It points out advertising persuasive levels used in order to promote brands toward children.

Keywords: Young consumer; TV advertising; Obesity; Food; Enfant consommateur; Publicité télévisée; Obésité; Alimentation (search for similar items in EconPapers)
Date: 2009-11-12
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Published in 14èmes journées de Recherche en Marketing de Bourgogne, Nov 2009, Dijon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02075494

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