Product placement and the promotion of healthy food to pre-adolescents: When popular TV series make carrots look cool

Although many scholars have raised concerns about product placement directed at children, the practice may offer interesting outcomes when used for pro-social objectives.

Product placement and the promotion of healthy food to pre-adolescents: When popular TV series make carrots look cool

Karine M. Charry

IÉSEG School of Management (LEM-CNRS 8179)

Introduction

Although product placement is more than half a century old, it has never been as popular either in the media or as a subject of academic research as it is now. A recent review (van Reijmersdal et al. 2009) noted that more than 30 studies were conducted on the topic over a three-year period. Valuable insights have been offered, and the effectiveness of the practice on adults has been extensively demonstrated...

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