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                <title xml:lang="en">How to enhance the impact of actions against obesity? The identification of persuasion levers suitable for children</title>
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                <term xml:lang="en">Social marketing</term>
                <term xml:lang="en">TV advertising</term>
                <term xml:lang="en">Obesity</term>
                <term xml:lang="en">Child</term>
                <term xml:lang="fr">Enfant</term>
                <term xml:lang="fr">Obésité</term>
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              <p>TV advertising targeting children is often accused of encouraging children’s obesity. This article contributes to showing how success key factors observed in advertisements could be used to teach children healthy eating habits. Through a study conducted among both advertisers and children, this research points out that nutritional information has no significant impact on children. However, it highlights that the ad elements of execution are all the more important that they are easily imparted within the peer group.</p>
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              <p>La publicité télévisée destinée aux jeunes publics est de manière récurrente accusée de favoriser l’obésité chez les enfants. La contribution de cet article est de montrer comment les facteurs-clés de succès observés dans des annonces commerciales peuvent être transposés pour sensibiliser les enfants à une meilleure alimentation. A travers une étude menée à la fois auprès de publicitaires et d’enfants, cette recherche met en exergue que l’information nutritionnelle a peu d’impact sur les enfants. En revanche, elle souligne que les éléments d’exécution du message exercent un rôle d’autant plus important qu’ils sont facilement relayés au sein du groupe de pairs.</p>
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