IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01627675.html
   My bibliography  Save this paper

Motherhood, Advertising, and Anxiety: A Cross-Cultural Perspective on Danonino Commercials

Author

Listed:
  • Alexandre Coutant

    (LASELDI - Laboratoire de Semio-Linguistique, Didactique et Informatique - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE], UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

  • Valérie-Inés de la Ville

    (CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

  • Malene Gram

    (AAU - Aalborg University [Denmark])

  • Nathalie Boireau-Ducept

    (Danone Research - Groupe DANONE)

Abstract

This explorative and qualitative paper analyzes how risk and anxiety are socially constructed and interlinked with mothering in advertising. Through an analysis of how risk and anxiety appear in Danonino™ commercials from 2001-07, the focus is on how commercial communications both enact and co-generate these social constructions. With a point of departure in a literature review of motherhood, anxiety, food, and advertising, this analysis is based on 167 advertisements for the Danonino brand, broadcast in five European countries, and uses Hetzel's concept of "tensive rhetorics." Our findings show that in the European commercials for the Danonino brand, five kinds of anxieties are dealt with: anxieties linked to the responsibility for providing healthy food to support a child's physical growth; anxieties associated with the responsibility for providing appropriate nutrients to foster a child's intellectual development; anxieties linked to the social exclusion of a child from his/her peer group; anxieties raised due to repeated conflicts about food intake that may threaten family bonding relationships and mothers' anxiety for not being present enough for the child due to their own busy schedules. While these themes appear in all examined contexts, some are more prevalent in some markets than others, and the ways these anxieties are staged differ from context to context. The commercials first emphasize risk in culturally relevant situations and afterwards offer resolutions to recreate mothers' peace of mind.

Suggested Citation

  • Alexandre Coutant & Valérie-Inés de la Ville & Malene Gram & Nathalie Boireau-Ducept, 2011. "Motherhood, Advertising, and Anxiety: A Cross-Cultural Perspective on Danonino Commercials," Post-Print hal-01627675, HAL.
  • Handle: RePEc:hal:journl:hal-01627675
    DOI: 10.1353/asr.2011.0017
    Note: View the original document on HAL open archive server: https://hal.science/hal-01627675
    as

    Download full text from publisher

    File URL: https://hal.science/hal-01627675/document
    Download Restriction: no

    File URL: https://libkey.io/10.1353/asr.2011.0017?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Thompson, Craig J, 1996. "Caring Consumers: Gendered Consumption Meanings and the Juggling Lifestyle," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(4), pages 388-407, March.
    2. Cotte, June & Coulter, Robin A. & Moore, Melissa, 2005. "Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent," Journal of Business Research, Elsevier, vol. 58(3), pages 361-368, March.
    3. Firat, A Fuat & Venkatesh, Alladi, 1995. "Liberatory Postmodernism and the Reenchantment of Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 239-267, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hackley, Chris & Bengry-Howell, Andrew & Griffin, Christine & Szmigin, Isabelle & Mistral, Willm & Hackley, Rungpaka Amy, 2015. "Transgressive drinking practices and the subversion of proscriptive alcohol policy messages," Journal of Business Research, Elsevier, vol. 68(10), pages 2125-2131.
    2. Liu, Chihling & Hogg, Margaret K., 2018. "Using attachment theory to understand consumers' tensions between their sense of self and goal-pursuits in relationships," Journal of Business Research, Elsevier, vol. 92(C), pages 197-209.
    3. Nicoletta Buratti & Francesco Derchi & Giorgia Profumo, 2015. "The blurred boundary between empowered and working consumers: insights from the winner taco case," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 133-156.
    4. repec:oup:jecgeo:v:50:y:2023:i:2:p:282-302. is not listed on IDEAS
    5. Sirieix, Lucie & Lála, Jan & Kocmanová, Klára, 2017. "Understanding the antecedents of consumers' attitudes towards doggy bags in restaurants: Concern about food waste, culture, norms and emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 153-158.
    6. Marijn Sax & Natali Helberger & Nadine Bol, 2018. "Health as a Means Towards Profitable Ends: mHealth Apps, User Autonomy, and Unfair Commercial Practices," Journal of Consumer Policy, Springer, vol. 41(2), pages 103-134, June.
    7. Lopez Sintas, Jordi & Garcia Alvarez, Ercilia, 2005. "Four characters on the stage playing three games: performing arts consumption in Spain," Journal of Business Research, Elsevier, vol. 58(10), pages 1446-1455, October.
    8. Merchant, Altaf & Rose, Gregory & Martin, Drew & Choi, Sunmee & Gour, Mohit, 2017. "Cross-cultural folk-tale-elicitation research on the perceived power, humanistic and religious symbolisms, and use of money," Journal of Business Research, Elsevier, vol. 74(C), pages 113-119.
    9. Hussain, Shahzeb & Melewar, T.C. & Priporas, Constantinos-Vasilios & Foroudi, Pantea & Dennis, Charles, 2020. "Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility," Journal of Business Research, Elsevier, vol. 109(C), pages 472-488.
    10. Marco Guerzoni & Massimiliano Nuccio, 2014. "Music consumption at the dawn of the music industry: the rise of a cultural fad," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 38(2), pages 145-171, May.
    11. Venkatraman, Meera, 2013. "Consuming digital technologies and making home," Journal of Business Research, Elsevier, vol. 66(12), pages 2626-2633.
    12. Lancellotti, Matthew P. & Thomas, Sunil, 2018. "Men hate it, women love it: Guilty pleasure advertising messages," Journal of Business Research, Elsevier, vol. 85(C), pages 271-280.
    13. Sébastien Caisse & Benoit Montreuil, 2014. "Polar Business Design," SAGE Open, , vol. 4(1), pages 21582440145, February.
    14. Biraghi, Silvia & Gambetti, Rossella & Pace, Stefano, 2018. "Between tribes and markets: The emergence of a liquid consumer-entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 392-402.
    15. Golovacheva, E., 2016. "When consumers activate persuasion knowledge: Review of antecedents and consequences," Working Papers 6440, Graduate School of Management, St. Petersburg State University.
    16. Cindy Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Post-Print hal-04293232, HAL.
    17. Chun-Tuan Chang & Xing-Yu (Marcos) Chu, 2020. "The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 203-221, March.
    18. Luigi Cantone & Pierpaolo Testa & Teresa Marrone, 2022. "Issues in defining and placing consumer brand engagement," Italian Journal of Marketing, Springer, vol. 2022(2), pages 135-172, June.
    19. O'Shaughnessy, Nicholas, 2008. "Romancing Alpacas: A commentary," Journal of Business Research, Elsevier, vol. 61(5), pages 509-511, May.
    20. Aresu, Simone & Monfardini, Patrizio, 2023. "Oppressed by consumerism: The emancipatory role of household accounting," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 96(C).
    21. van Rijn, Jordan & Barham, Bradford & Sundaram-Stukel, Reka, 2017. "An experimental approach to comparing similarity- and guilt-based charitable appeals," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 68(C), pages 25-40.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01627675. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.