Playing With Food: Content Analysis of Food Advergames
- Authors
- Lee, Mira; Choi, Yoonhyeung; Quilliam, Elizabeth Taylor; Cole, Richard T.
- Issue Date
- Feb-2009
- Publisher
- WILEY
- Keywords
- CHILDRENS PERCEPTIONS; IMPLICIT MEMORY; PREFERENCES; GAMES; ADOLESCENTS; RELIABILITY; PERSUASION KNOWLEDGE; INTERACTIVITY; COMMUNICATION; ADVERTISEMENTS
- Citation
- JOURNAL OF CONSUMER AFFAIRS, v.43, no.1, pp.129 - 154
- Indexed
- SCIE
SCOPUS
- Journal Title
- JOURNAL OF CONSUMER AFFAIRS
- Volume
- 43
- Number
- 1
- Start Page
- 129
- End Page
- 154
- URI
- https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/41842
- DOI
- 10.1111/j.1745-6606.2008.01130.x
- ISSN
- 0022-0078
- Abstract
- 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.
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Collections - COLLEGE OF COMMUNICATION > DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS > 1. Journal Articles
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