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De l'influence implicite de la publicité sur les comportements alimentaires des enfants ? Une confrontation des discours des enfants aux pratiques des publicitaires

Author

Listed:
  • Pascale Ezan

    (Pôle Jeunes et Pratique Responsable - Rouen Business School - Rouen Business School)

  • Mathilde Gollety
  • Nathalie Guichard
  • Valérie Nicolas-Hémar

Abstract

Dans le contexte de lutte contre l'obésité des enfants, la publicité télévisée fait l'objet de nombreuses controverses. Certaines recherches l'accusent de favoriser la consommation de produits gras et sucrés, d'autres remettent en cause ce constat en démontrant que la publicité ne peut être considérée comme la seule responsable de cette pandémie. Cette recherche tente de recadrer ce débat en interrogeant les enfants sur leurs choix de consommation et en visionnant les publicités portant sur des produits alimentaires dont ils sont les destinataires. Elle débouche sur un repérage des leviers utilisés par les annonceurs pour promouvoir leurs marques auprès des jeunes consommateurs.

Suggested Citation

  • Pascale Ezan & Mathilde Gollety & Nathalie Guichard & Valérie Nicolas-Hémar, 2010. "De l'influence implicite de la publicité sur les comportements alimentaires des enfants ? Une confrontation des discours des enfants aux pratiques des publicitaires," Post-Print hal-00822159, HAL.
    • Handle: RePEc:hal:journl:hal-00822159
    DOI: 10.3917/mav.037.0120
    as

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