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Purpose - This paper aims to explore how the discursive strategies used in advertising contribute to bringing food products into the children's world, to transforming them into children's food - fun food in particular. Design/methodology/approach - The analysis focuses on a sample of advertisements on food products that appeared from 1950 to 2005 in Le Journal de Mickey (France), Micky Maus (Germany) and Topolino (Italy). The paper aims to study the social implications of food advertisement targeting children through the analysis of their graphic composition, verbal language, visual language, and narrative structure. Findings - This research shows that, since the 1950s in France, Germany and Italy, advertising discourse targeting children has tended to emphasize the pleasure dimension of consuming foods, linking the products with fun and play and making the break with the tastes, norms and expectations of adults. Originality/value - While extensive research has been conducted on television food commercials, little attention has been paid to other advertising media. The study provides a historical and comparative analysis of food advertisements in the children's press. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to focus on the Americanization of European advertising in the post-war years as a phenomenon of cultural transfer and it aims to explore the interaction between the USA and Italian advertising traditions during the 1950s and the 1960s. Design/methodology/approach – The analysis is in two parts. First, the role of those cross-cultural mediators who contributed to changing marketing communication strategies of many Italian companies during the 1950s and the 1960s is studied. Second, the ways in which US advertising rules and patterns are combined with the local tradition in order to fit the Italian context of the post-war years are looked at. The research is based on a study of the main USA and Italian marketing and advertising literature of the post-war years, and on an analysis of press campaigns and TV commercials. Findings – This research shows that during the 1950s and the 1960s, the conflict between the American approach and the Italian approach to advertising did not prevent interaction and negotiation. In the post-war years, the USA know-how and practices, are re-interpreted through the process of transfer to Italy, creating original, and unexpected solutions. Originality/value – Although some research has been conducted on the Italian advertising scene during the post-World War II years, the few existing contributions did not focus on the interaction between the imported American model and the local traditions. This paper provides a good overview of the ways in which notions, methodologies, and strategies coming from the USA are implemented. [ABSTRACT FROM AUTHOR]

Focuses on the result of the critical analyses of globalization, advertising and child culture. Relationship between advertising and children within the context of globalization; Homogeneity of the advertising strategies and contents; Factors that affect the promotion of toys.