ÂÜÀòÉç¹ÙÍø

: : : Posting : : call

Related ARContent:

---

CALL FOR PAPERS

Food, children and marketing

A Special Issue of the Journal of Consumer Behaviour

Guest editors:

David Marshall and Valérie-Inés de La Ville

Discussions around food marketing have elicited accusations that include unfairly promoting unhealthy food products to children, using devious marketing tactics to lure the unwary, and innovative techniques to engage children with promotions, cinema and television tie-ins, character licensing and a variety of techniques to encourage children to buy certain types of food or to pester their parents in to obliging. To move on from this exhausted debate, this special issue seeks to consider innovative pieces of research that either affirms or challenges these assumptions or considers how children engage with food as part of their own experiences. What, in other words, do the children actually make of all this food marketing and educational and health messages directed towards them as both individuals who buy food or consume food bought and prepared by others. As interest in young consumers and the children’s market grows it is imperative that we begin to look at children as active consumers dealing with complex issues and normative systems rather than as simply recipients of food or as vulnerable consumers in need of protection. As we see a shift from ‘feeding the family’ to ‘feeding the children’ this reiterates the need to consider children as part of family food decisions (Cook 2009).

In this special issue we are seeking new and innovative work on how children engage with food marketing in their capacity as young consumers and on how marketing professionals attempt to balance in practice these contradictory dimensions and discourses to achieve consumer loyalty. This special edition encourages consumer researchers to submit papers on a wide range of topics related broadly to food marketing to children. Contributions are not restricted to those engaged in consumer and marketing research with children but may come from those engaged in childhood studies, food sociology, family studies, education, history, and other related social science disciplines. Both theoretical and empirically based papers are encouraged.

Contributions might include (but are not restricted to)

• Food marketing from a child’s perspective
• Building children’s brands and brand awareness
• Promoting fun in marketing food to children
• Character licensing, endorsement and merchandising
• Product placement and on-line promotion
• Engaging children in food related activities
• Food marketing in schools
• Children and the retail food environment
• Children’s food socialization
• Making sense of food marketing through peers and siblings
• Negotiations within families about marketed food
• Health and food policy on marketing to children
• The ethics of marketing food to children

Submissions from practitioners, academics and other interested parties are warmly invited for this special issue.

All manuscripts must be submitted in line with the guidelines for the Journal of Consumer Behaviour. Papers should be submitted via our online submission website at: . When asked to select your manuscript type, please choose "Special Issue: Food, children and marketing".

The deadline for submissions is 30th November.

2010 proposed publication date is Spring 2011.

---