RT Journal Article
SR Electronic
T1 Can Public-Service Advertising Change Children's Nutrition Habits?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 460
OP 477
DO 10.2501/S0021849910091610
VO 50
IS 4
A1 Hota, Monali
A1 Cáceres, Ruben Chumpitaz
A1 Cousin, Antoine
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/4/460.abstract
AB This study presents research conducted in France that builds (and tests) a framework for effectiveness of pro-nutrition public service announcements targeted at children. The study used the example of advertisements that encouraged children's fruit consumption. “Child-relevance” of a campaign, which is created by using popular elements from commercial children's food advertising, is found to be a key antecedent to effectiveness of pro-nutrition messages, both in terms of attitudinal and behavioral change. Further, it is also important to take care of the aspect of “campaign familiarity” and spend proportionate amounts of media budgets on public service messages in comparison to commercial food advertising.