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This article focuses on the evolution of the relationships between food marketing communication and public education in France from the beginning of the twentieth century to the present. Firstly a broad historical reconstruction of the extension of food marketing communication to the sphere of public school is proposed. References to school in advertisements aimed at children in the postwar years are explored. The increase of various in-school marketing actions carried out by food companies from the 1960s to the end of the 1980s are examined such as the emergence of new forms of partnership between food marketers and French public schools following the introduction in the 1990s of the annual event La Semaine du Goût and the rapid generalization of new "educational" approaches. Secondly, the educational and normative character of recent food communication aimed at pupils, proposed by institutes and foundations linked with food multinationals, is analyzed and the ways in which these forms of in-school marketing try to converge with the principles of public health policy are elucidated. [ABSTRACT FROM AUTHOR]

Pleasures and risks associated with food are not stable entities but are constantly negotiated as elements of a network of social interactions. Educational, medical, commercial and political discourses play a determining role not only in the perception, but also in the configuration and circulation of the categories of pleasures and risks. Few studies have investigated the circulation of knowledge and values related to food from a communicational and informational perspective. This article aims at exploring how the tension between pleasure and risk characterizes discourses on food produced for school children by different actors: food companies, textbook editors, educators. Our considerations are based on an exploratory and qualitative study of information and communication devices related to food made available to teachers and pupils in the French region Nord-Pas de Calais. The messages in these devices correspond to often divergent trends and discursive positions. We will consider the presence of sensualist and responsibilizing discourses on food as they place children at the centre of a constellation of interacting voices promoting a range of concerns, types of engagement and forms of knowing. [ABSTRACT FROM AUTHOR]

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.