Document Detail

Internet food marketing strategies aimed at children and adolescents: a content analysis of food and beverage brand web sites.
MedLine Citation:
PMID:  16963354     Owner:  NLM     Status:  MEDLINE    
Americans are spending an increasing amount of time using "new media" like the Internet. There has been little research examining food and beverage Web sites' content and marketing practices, especially those that attract children and adolescents. The purpose of this study was to conduct a content analysis of food- and beverage-brand Web sites and the marketing techniques and advertising strategies present on these sites. The top five brands in eight food and beverage categories, 40 brands in total, were selected based on annual sales data from Brandweek magazine's annual "Superbrands" report. Data were collected using a standardized coding form. The results show a wide variety of Internet marketing techniques and advertising strategies targeting children and adolescents. "Advergaming" (games in which the advertised product is part of the game) was present on 63% of the Web sites. Half or more of the Web sites used cartoon characters (50%) or spokescharacters (55%), or had a specially designated children's area (58%) with a direct link from the homepage. With interactive media still in its developmental stage, there is a need to develop safeguards for children. Food and nutrition professionals need to advocate for responsible marketing techniques that will support the health of children.
Kristi Weber; Mary Story; Lisa Harnack
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Publication Detail:
Type:  Journal Article    
Journal Detail:
Title:  Journal of the American Dietetic Association     Volume:  106     ISSN:  0002-8223     ISO Abbreviation:  J Am Diet Assoc     Publication Date:  2006 Sep 
Date Detail:
Created Date:  2006-09-11     Completed Date:  2006-10-10     Revised Date:  2007-11-15    
Medline Journal Info:
Nlm Unique ID:  7503061     Medline TA:  J Am Diet Assoc     Country:  United States    
Other Details:
Languages:  eng     Pagination:  1463-6     Citation Subset:  AIM; IM    
Nutrition Coordinating Center, University of Minnesota, Minneapolis, MN, USA.
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MeSH Terms
Adolescent Psychology*
Advertising as Topic
Child Psychology*
Information Dissemination / methods
Marketing / methods*,  trends*
Mass Media / trends*
United States

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine

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