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International audience; This contribution focuses on the connections between advertising, food and education , and in particular on new forms of "educational communication" aimed at primary school teachers and pupils. After a brief review of the literature on the evolution of school marketing communication, this article illustrates, through a semio-pragmatic analysis of a two significant cases, the characteristics of the info-communicational devices produced by food companies for teachers and pupils of the Italian primary schools. Finally, it proposes a reflection on the challenges posed to a specific branch of media education-advertising education-by these new forms of marketing communication.; Cette contribution s'intéresse aux entrelacs entre publicité, alimentation et éducation et notamment aux nouvelles formes de « communication éducative » visant les ensei-gnants et les élèves des écoles primaires. Après un bref état de la littérature profession-nelle et critique sur l'évolution de la communication marchande en direction des publics scolaires, l'article illustre, à travers l'analyse sémio-pragmatique de deux cas significatifs, certaines caractéristiques des artefacts info-pédagogiques produits par les entreprises du secteur agro-alimentaire à destination des enseignants et des élèves des écoles primaires italiennes. Enfin, il propose une réflexion sur les défis posés à une branche spécifique de l'éducation aux médias-l'éducation à la publicité-par ces nouvelles formes de communication marchande.; Questo contributo si concentra sui legami tra pubblicità, alimentazione ed educazione, e in particolare sulle nuove forme di "comunicazione educativa" rivolte agli insegnanti e agli alunni delle scuole elementari. Dopo una breve sintesi della letteratura sulle trasformazioni della comunicazione marketing in ambito scolastico, l'articolo illustra, attraverso un'analisi semio-pragmatica di due casi significativi, le caratteristiche dei dispositivi informativo-comunicazionali prodotti dalle aziende alimentari per gli insegnanti e gli alunni delle scuole elementari italiane. Infine, propone una riflessione sulle sfide che queste nuove forme di comunicazione di marketing pongono a uno specifico ramo dell'educazione ai media ovvero l'educazione alla pubblicità.

PurposeThis paper seeks to investigate how fun food products are marketed in a French chain of supermarkets. It aims to deal with the difficulty in marketing a fun food product in an environment that is not children‐friendly.Design/methodology/approachThe research rests on a case study, conducted through interviews, observations, and photographs.FindingsThe paper shows that, despite the lack of consideration for children in supermarket settings, the private brand of the chain, given its control on the entire distribution system, manages to invent a kind of fun merchandising.Research limitations/implicationsThis is an exploratory case study that would need further research in other chains and/or other countries.Practical implicationsThe paper shows the importance of merchandising, beyond the mere design of products. This neglected dimension could be of interest for regulators as well as professionals.Originality/valueResearch on child consumption focuses more on the products, packaging or advertising than on their immediate market environment. This paper helps to bring a better balance between these different dimensions, as well as an understanding of the importance of their articulation.

Recent decades have seen profound changes in the relationship between the local, national and worldwide contexts. Traditional geopolitical boundaries are becoming more and more porous, and the complex web of territorial interconnections is more conspicuous than ever.The advertising sector has been strongly affected by the transformations occurring in the geography of markets and cultures. This study focuses on the structural rationale behind the strategies and organisation of the advertising industry on a transnational scale. It endeavours to demonstrate that transnational advertising – as an industry and as an ensemble of strategies and messages – is characterised by constant interactions between the economic pressures that encourage standardisation and the national socio-cultural differences that imply diversification.The analysis is twofold. First, the text traces the expansion of the advertising industry beyond national boundaries. The author examines the forms that this expansion has taken in France and in Italy and analyses the development of the theories and techniques of transnational advertising that have been elaborated by professionals. Secondly, the analysis looks at the ways in which transnational advertising messages have been adapted to fit different national contexts. The comparison of a group of commercials transmitted in France and Italy fir mass-consumer goods distributed in both countries shows that transnational advertising doesn’t escape territorial constraints. On the contrary, it assimilates territorial differences to the point of making them part of its discourses.; Les dernières décennies ont connu un changement profond des relations entre sphère locale, nationale, mondiale. Les frontières géopolitiques sont devenues de plus en plus poreuses et l'enchevêtrement des différentes dimensions territoriales apparait plus que jamais manifeste.La communication publicitaire participe activement aux transformations qui affectent la géographie des marchés et des cultures. Cette étude se concentre sur les logiques qui orientent l’organisation et les stratégies de l’industrie publicitaire à l’échelle transnationale. Elle se propose de montrer que la publicité transnationale – en tant qu’industrie et en tant qu’ensemble de stratégies et de messages – se caractérise par des interactions constantes entre des instances économiques visant à la standardisation et des tendances à la différenciation entrainées par les spécificités socio-culturelles propres à chaque contexte national.L’analyse suit deux pistes majeures. Tout d’abord, le texte reconstruit l’expansion de l’industrie publicitaire au delà des frontières nationales. L’auteur examine les formes que cette expansion a prises en France et en Italie et l’évolution des théories et des techniques de publicité transnationale élaborées par les professionnels. Ensuite, l’analyse se focalise sur les modalités d’adaptation des messages publicitaires dans les divers contextes nationaux. La comparaison d’un corpus de spots diffusés en France et en Italie pour des produits de large consommation distribués dans ces deux pays révèle que la publicité transnationale n’échappe pas aux contraintes territoriales. Au contraire, elle épouse la diversité des échelons territoriaux jusqu’à l’intégrer dans ces discours.