Purpose – The purpose of this paper is to focus on the Americanization of European advertising in the post‐war years as a phenomenon of cultural transfer and it aims to explore the interaction between the USA and Italian advertising traditions during the 1950s and the 1960s....

Purpose – This paper aims to explore how the discursive strategies used in advertising contribute to bringing food products into the children's world, to transforming them into children's food – fun food in particular. Design/methodology/approach – The analysis focuses on a sample of...

Purpose – This paper aims to understand, from a theoretical standpoint and from an empirical perspective, why food products can be designed and perceived as “playful” and “funny”. Drawing on the experiential framework developed in marketing research and recent advances in theories of...

Purpose – This paper aims to present the first results of research in progress on the history of candy, which reveals the children's gourmand culture since the Renaissance. It is a matter of showing the links between children and sweetness and how sweetness is entered, under the name of...

Purpose – This paper seeks to investigate how fun food products are marketed in a French chain of supermarkets. It aims to deal with the difficulty in marketing a fun food product in an environment that is not children‐friendly. Design/methodology/approach – The research rests on a case...