ABSTRACT
It has been argued that advertising aimed at children (up to age 12) is “fun-damentally unfair,” because children lack an adult-like understanding of an advertisement’s selling intent (Rozendaal, Buijzen, and Valkenburg, 2010, p. 86). However, food marketers employ many techniques in their promotions in order to grab children’s attention and persuade them. The use of an endorser to promote products is one of the techniques most often used in food marketing to children (Boyland, Harrold, Kirkham, & Halford, 2011). Friedman and Friedman (1979) discerned three types of endorsers: the celebrity, 1 the expert, or the typical consumer. Although all three are used to target children, this chapter provides an up-to-date systematic review of available insights into celebrity endorsement effects only, as this technique is particularly widely used to promote mainly unhealthy foods to children via TV, packaging and the
Institute for Media Studies, KULeuven, Leuven, Belgium
Department of Communication Studies, University of Antwerp, Belgium
Institute for Media Studies, KULeuven, Leuven, Belgium
Department of Psychological Sciences, University of Liverpool, UK.
