How Public Power can encourage children to eat healthier through TV advertising / Ornella-Luna DEGOUY / 2020

Titre : How Public Power can encourage children to eat healthier through TV advertising : Social marketing and children obesity prevalence Type de document : Mémoire Auteurs : Ornella-Luna DEGOUY, Auteur Année de publication : 2020 Importance : 26 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management ENFANT ; ETAT ; MARKETING CULTUREL ; PUBLICITE AUDIOVISUELLE ; SANTE ; ALIMENTATION Résumé : The objective of this study is to determine the factors that motivate children to consume healthy food products and to understand how public power can improve their communication to make healthy food more attractive for children. In order to do this, we realized a qualitative analysis by interviewing twelve children aged between 7 and 11 years old, they were asked about their food preferences and their vision of a healthy diet. They were shown three TV advertisings and thanks to the interviews we tried to understand how children behave dealing with sanitary banners. We also used a projective technique answering kids to tell how they would convince their best friend to eat healthy food. Our main findings pointed out that the impact of sanitary banners is very limited, children don’t pay attention to them. However, the results show that children are interested in food, several have specific knowledge and ask for more information about food. Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531082