Children and Promoting a Healthy Diet: A Study on the Effectiveness of Using Threats in Advertising

This paper presents two experiments showing the effectiveness of ads targeting preadolescents and embedding “threat appeals” to promote healthy food behaviors among 8 to 12-year-olds. Using classic advertising effectiveness indicators, this research provides evidence of message persuasion through negative affective reactions. Theoretical and practical implications are proposed – specifically in the worrying context of increasing obesity in children - as well as an ethical discussion about the relevancy of triggering negative affective reactions when children are the target.