Characteristics of Food Industry Web Sites and "Advergames" Targeting Children

Jennifer Culp, Robert A Bell, Diana L Cassady

Research output: Contribution to journalArticle

46 Scopus citations

Abstract

Objective: To assess the content of food industry Web sites targeting children by describing strategies used to prolong their visits and foster brand loyalty; and to document health-promoting messages on these Web sites. Design: A content analysis was conducted of Web sites advertised on 2 children's networks, Cartoon Network and Nickelodeon. A total of 290 Web pages and 247 unique games on 19 Internet sites were examined. Results: Games, found on 81% of Web sites, were the most predominant promotion strategy used. All games had at least 1 brand identifier, with logos being most frequently used. On average Web sites contained 1 "healthful" message for every 45 exposures to brand identifiers. Conclusions and Implications: Food companies use Web sites to extend their television advertising to promote brand loyalty among children. These sites almost exclusively promoted food items high in sugar and fat. Health professionals need to monitor food industry marketing practices used in "new media.".

Original languageEnglish (US)
Pages (from-to)197-201
Number of pages5
JournalJournal of Nutrition Education and Behavior
Volume42
Issue number3
DOIs
StatePublished - May 2010

Keywords

  • advertising
  • children
  • food
  • Internet
  • marketing

ASJC Scopus subject areas

  • Medicine (miscellaneous)
  • Nutrition and Dietetics

Fingerprint Dive into the research topics of 'Characteristics of Food Industry Web Sites and "Advergames" Targeting Children'. Together they form a unique fingerprint.

  • Cite this