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Playing With Food: Content Analysis of Food Advergames
Author(s) -
LEE MIRA,
CHOI YOONHYEUNG,
QUILLIAM ELIZABETH TAYLOR,
COLE RICHARD T.
Publication year - 2009
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.2008.01130.x
Subject(s) - business , food products , marketing , health food , healthy food , food science , advertising , chemistry
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 or food products high in sugar most frequently appearing in the analyzed games. Children are often invited to “play with” the foods integrated as active game components. Finally, despite the educational benefits of interactive games, fewer than 3% of the games analyzed in this study appear to educate children about nutritional and health issues.