Choosing Imagery in Advertising Healthy Food to Children

Lagomarsino, Maria; Suggs, L. Suzanne

doi:10.2501/jar-2018-003

Cited by 19 publications

(3 citation statements)

References 56 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…First, these simply drawn, colorful and funny characters appeal to them and are easy to remember, which is helpful given the limited cognitive abilities of young children (de Droog et al, 2011; Lapierre et al, 2011). Second, children easily form parasocial relationships with these likeable and fun characters (de Droog et al, 2012), which may result in a preference for the products they endorse (Lagomarsino and Suggs, 2018). Moreover, as these characters are now finding their way onto social media (e.g., Chester Cheetah has 191k followers on Instagram), the perceived distance between (child) consumers and their favorite characters is reduced, which may even increase feelings of parasocial interaction.…”

Section: Social Media Influencers As a New Source In Advertising Targmentioning

confidence: 99%

“…Lee and Watkins (2016) for instance showed that developing parasocial relationships with a vlogger may positively affect brand perceptions, and De Jans et al (2019) found it to be positively related with purchase intentions. Moreover, as influencers show the usefulness of the products they endorse, children may learn and model their behavior (Akers et al, 1979; Lagomarsino and Suggs, 2018), which has been referred to as peer modeling or social learning, which can be particularly effective for persuasion when the child likes or admires the model (Bandura, 1977). For instance, Ryan (of Ryan’s World), today’s most popular child influencer with 21 million subscribers to the YouTube channel, shows his daily routines, including the type of cereal he eats, the toys he plays with, and the places he goes to in his vlogs.…”

Section: Social Media Influencers As a New Source In Advertising Targmentioning

confidence: 99%

See 1 more Smart Citation

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research

2019

View full text Add to dashboard Cite

Children nowadays spend many hours online watching YouTube videos in which their favorite vloggers are playing games, unboxing toys, reviewing products, making jokes or just going about their daily activities. These vloggers regularly post attractive and entertaining content in the hope of building a large follower base. Although many of these vloggers are adults, the number of child vloggers is flourishing. The famous child vlogger Ryan of Ryan’s World, for instance, has more than 19 million viewers and he is (at age seven) a social media influencer. The popularity of these vloggers incited advertisers to include them as a new marketing communication tool, also referred to as influencer marketing, in their marketing strategy. Accordingly, many influential vloggers now receive free products from brands in return for a mention in one of their videos and their other social media (e.g., TikTok or Instagram) and some are even paid to create a sponsored post or video and distribute it to their followers. This sponsored content appears to be highly influential and may affect young children’s brand preferences. Given the limited advertising literacy skills (i.e., knowledge of advertising and skills to critically reflect on this advertising) of children under age 12, they are a vulnerable target group when it comes to persuasion. Therefore, caution is needed when implementing this marketing tactic to target them. However, research on how influencer marketing affects young children (under 12) is scarce and it is unclear how these young children can be empowered to critically cope with this fairly new form of persuasion. This paper therefore aims to shed light on why and how social media influencers have persuasive power over their young followers. The paper starts with providing insights into how and why social media influencers became a new source in advertising. We then discuss the few studies that have been conducted on influencer marketing among young children (under 12), based on a systematic literature review, and take these findings to formulate societal and policy implications and develop a future research agenda.

show abstract

Section: Social Media Influencers As a New Source In Advertising Targmentioning

confidence: 99%

Section: Social Media Influencers As a New Source In Advertising Targmentioning

confidence: 99%

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research

2019

View full text Add to dashboard Cite

show abstract

“…A review of social marketing and health promotion literature identifies a number of studies on the role of illustrations and photographs in campaigns (e.g. Clarke, Niederdeppe & Lundell 2012;Lagomarsino & Suggs 2018;Potter & Stapleton 2012;Springston & Champion 2004). These articles consider image choice, the semiotics of images and the correlation between campaign messaging and visual content (Wymer 2011).…”

Section: Campaign Studies and Visual Contentmentioning

confidence: 99%

Social Media Research and the Impact of Graphic Design: a case study examining an Indonesian political campaign.

Suhendra¹,

Wragg²,

Barnes³

2020

Proceedings of DRS

View full text Add to dashboard Cite

Outside imagery, graphic design is largely invisible to the academic fields most interested in communication campaigns, seeing negligible research conducted into its role within campaigns. In an era of social media and participatory culture, the blurring of the boundaries between producers, consumption and audiences through the phenomenon of 'produsage' can offer rich, contextualised insights into the impact of the designed aspects of campaigns. In examining Berakar Komunikasi's online campaign supporting the 2014 and 2019 election bids of Indonesia's President Jokowi Widodo, our paper explores how qualitative social media research offers finegrained insights into the reception of campaigns. The paper raises questions about the siloed nature of research which neglects design's relationship to cultural and social phenomena, underscoring the need for interdisciplinary research that brings an integrated framework of approaches and concepts to knowledge production where design is concerned.

show abstract

Influencer Marketing’s Impact on Minors’ Eating Habits and Body Image: An Overview of Prior Studies and Future Research Directions

Vanwesenbeeck,

Bouw,

van der Waal

et al. 2024

Advertising Literacy for Young Audiences in the Digital Age

View full text Add to dashboard Cite

Choosing Imagery in Advertising Healthy Food to Children

Cited by 19 publications

References 56 publications

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research

Social Media Research and the Impact of Graphic Design: a case study examining an Indonesian political campaign.

Influencer Marketing’s Impact on Minors’ Eating Habits and Body Image: An Overview of Prior Studies and Future Research Directions

Contact Info

Product

Resources

About