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Food Marketing on Popular Children’s Websites: A Content Analysis

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Abstract:

Childhood obesity has become a nationwide epidemic. Television food advertising is a known contributor to this problem but little research has examined newer marketing venues such as the Internet. Accordingly, a content analysis of online food marketing practices was conducted for four popular children’s websites: CartoonNetwork.com, Nick.com, Neopets.com, and Candystand.com. Consistent with patterns in television advertising, results indicate that the food products marketed online are high in calories and low in nutrients. Candy, sweetened breakfast cereals, snacks, and quick serve restaurants dominated. Candystand.com, a food-based website, exhibited the greatest amount of food marketing. The types of marketing appeals used to promote these foods ranged from clearly delineated advertisements, to more immersive marketing techniques such as product placements, ‘advergames,’ and integrated marketing pages. Common to all marketing appeals was the use of attention-getting features, such as dynamic images, bold/colorful text, and animation, as well as child-directed branded characters. Because the foods marketed online are not consistent with a healthy diet, it is recommended that additional steps be taken to regulate online marketing practices.

Most Common Document Word Stems:

market (197), food (145), children (94), onlin (78), product (68), advertis (64), websit (59), televis (55), site (47), brand (35), charact (35), use (33), 0 (31), featur (31), 3 (31), 2006 (30), imag (30), candystand.com (29), page (26), candi (25), nick.com (25),

Author's Keywords:

childhood obesity, Internet marketing, children's websites
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Name: International Communication Association
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http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p172167_index.html
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MLA Citation:

Alvy, Lisa. and Calvert, Sandra. "Food Marketing on Popular Children’s Websites: A Content Analysis" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA, May 23, 2007 <Not Available>. 2013-12-16 <http://citation.allacademic.com/meta/p172167_index.html>

APA Citation:

Alvy, L. M. and Calvert, S. L. , 2007-05-23 "Food Marketing on Popular Children’s Websites: A Content Analysis" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA Online <PDF>. 2013-12-16 from http://citation.allacademic.com/meta/p172167_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Childhood obesity has become a nationwide epidemic. Television food advertising is a known contributor to this problem but little research has examined newer marketing venues such as the Internet. Accordingly, a content analysis of online food marketing practices was conducted for four popular children’s websites: CartoonNetwork.com, Nick.com, Neopets.com, and Candystand.com. Consistent with patterns in television advertising, results indicate that the food products marketed online are high in calories and low in nutrients. Candy, sweetened breakfast cereals, snacks, and quick serve restaurants dominated. Candystand.com, a food-based website, exhibited the greatest amount of food marketing. The types of marketing appeals used to promote these foods ranged from clearly delineated advertisements, to more immersive marketing techniques such as product placements, ‘advergames,’ and integrated marketing pages. Common to all marketing appeals was the use of attention-getting features, such as dynamic images, bold/colorful text, and animation, as well as child-directed branded characters. Because the foods marketed online are not consistent with a healthy diet, it is recommended that additional steps be taken to regulate online marketing practices.

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