Playing With Food: Content Analysis of Food Advergames

This study examines how food marketers use advergames, custom-built and branded online games, to promote food products to children and provides the nutritional content of the food products featured in the advergames. The results reveal that food marketers use advergames heavily, with candy and gum o...

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Veröffentlicht in:	The Journal of consumer affairs 2009-03, Vol.43 (1), p.129-154
Hauptverfasser:	LEE, MIRA, CHOI, YOONHYEUNG, QUILLIAM, ELIZABETH TAYLOR, COLE, RICHARD T.
Format:	Artikel
Sprache:	eng
Schlagworte:	Adolescents Advertising Advertising campaigns Advertising research Age Brands Child nutrition Children Children & youth Commercials Computer & video games Content analysis Educational Benefits Electronic games Food consumption Food industries Food industry Food products Games Identifiers Interactive marketing Junk food Junk foods Marketing Medicine Methods Nutrition Nutrition education Obesity Overweight Social aspects Studies Target marketing Television advertising Television Commercials Television programming
Online-Zugang:	Volltext
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