The importance of food and drink propaganda Available to Purchase

Explains how parents influence their children in food likes and dislikes, and how this influences the importance of defining the emotional benefits of brands. Emphasises that many companies associated with children fail to recognise that messages transmitted in the home environment differ from those expressed in classical research techniques, and that overpromising (;ie exaggerating what will be experienced); is poor marketing. Illustrates this by showing how hostility among children to “healthy” foods has resulted from excessive overselling of these products by mothers; in contrast, demonisation of burgers has actually increased their appeal by associating them with thrills, novelty and rebellion. Shows how emotional pairing, such as the association in French stores of the child’s homecoming from school with certain food brands, uses a complex set of emotional benefits that are distinct from purely physiological attributes and thus enables brands to command a premium.