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Communication on Food, Health and Nutrition. A cross-cultural analysis of the Danonino Brand and Nutri-tainment

Author

Listed:
  • Malene Gram

    (Cross-Cultural Studies - AAU - Aalborg University [Denmark])

  • Valérie-Inès de La Ville

    (UP - Université de Poitiers = University of Poitiers, CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

  • André Le Roux

    (CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

  • Nathalie Boireau-Ducept

    (Danone Research - Groupe DANONE)

  • Olivier Rampnoux

    (CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

Abstract

The aim of this article is to explore how Danone intertwines the health discourse and the entertainment aspects when promoting their products to parents and children across cultures and in communicating to its global markets. In order to examine Danone's communication strategy in the various cultural contexts, the following will be analysed: who talks about health; how healthy eating is presented; and finally how playful and entertaining aspects of health are enacted in Danone's commercials. In the analysis, focus is on Danone's ‘Danonino' brand, how the global market is approached and how it draws on the concept of ‘nutri-tainment' (nutrition and entertainment). The sample consists of 175 commercials from six markets (France, Spain, Germany, Russia, Poland, Denmark) aired from 2001 to 2007. The analysis involves a quantitative exploration and clustering analysis of which themes appear in which markets. This differentiates four groups of advertisements: ‘Utility'; ‘Adventure'; ‘Entertainment'; and ‘Activity'. It is complemented by a qualitative analysis of typical traits in commercials drawing on an analysis of the person or character that appears to be empowered to talk about health, how healthy eating is communicated and finally what is emphasised as being ‘healthy' in the various national contexts.

Suggested Citation

  • Malene Gram & Valérie-Inès de La Ville & André Le Roux & Nathalie Boireau-Ducept & Olivier Rampnoux, 2010. "Communication on Food, Health and Nutrition. A cross-cultural analysis of the Danonino Brand and Nutri-tainment," Post-Print hal-01627913, HAL.
    • Handle: RePEc:hal:journl:hal-01627913
    DOI: 10.1080/13527260903342803
    Note: View the original document on HAL open archive server: https://hal.science/hal-01627913v1
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    References listed on IDEAS

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    1. 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.
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