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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Pascale Ezan & Mathilde Gollety & Nathalie Guichard & Valérie Hemar-Nicolas, 2009. "« Tu pousses le bouchon un peu trop loin, Maurice! ». Vers un repérage des leviers publicitaires influençant les enfants. Application au domaine alimentaire," Post-Print hal-02075494, HAL.
    • Handle: RePEc:hal:journl:hal-02075494
    as

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