Characteristics of food industry web sites and "advergames" targeting children.
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.


METHODS
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
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."
Culp
Jennifer
J
Department of Public Health Sciences, University of California, Davis, CA, USA. jbculp@ucdavis.edu
Bell
Robert A
RA
Cassady
Diana
D
D000329:Advertising / Q000379:methods* / Q000706:statistics & numerical data; D002648:Child; D019649:Food Industry; D006293:Health Promotion / Q000379:methods / Q000706:statistics & numerical data; D006801:Humans; D020407:Internet / Q000706:statistics & numerical data; D013690:Television; D018910:Video Games