What makes the food commercials sticky with Chinese adolescents?

Abstract

Global and local brands of snacks and soft drinks are marketing aggressively to the youth population in China. Adolescents are increasingly independent from parents in making food choices. How they respond to food marketing will have a great impact on their health and wellbeing. A recent focus group study of 24 adolescents aged 13 to 15 conducted in Changsha, Hunan identified 13 food commercials as the most likable food advertisements. This follow-up study examines the creative executions of the these advertisements, including the storylines, visual elements, scripts, celebrity endorsers, advertising appeals, as well as types of music used. The objective is to identify advertising executions that appeal to young contemporary consumers in China. Specific elements of the advertising contents that resonated with the participants of the focus group were examined. It was found that all the 13 food commercials adopted emotional appeals that emphasized fun, enjoyment, and peer acceptance. Celebrities played a key role in creating advertising engagement. Close-up display of the central characters consuming the food and the aesthetic presentation of the products were able to stick with the participants. Results were compared with the creative executions that Hong Kong adolescents found appealing.