| Internet food marketing strategies aimed at children and adolescents: a content analysis of food and beverage brand web sites. | |
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MedLine Citation:
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PMID: 16963354 Owner: NLM Status: MEDLINE |
Abstract/OtherAbstract:
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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. |
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Authors:
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Kristi Weber; Mary Story; Lisa Harnack |
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Publication Detail:
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Type: Journal Article |
Journal Detail:
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Title: Journal of the American Dietetic Association Volume: 106 ISSN: 0002-8223 ISO Abbreviation: J Am Diet Assoc Publication Date: 2006 Sep |
Date Detail:
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Created Date: 2006-09-11 Completed Date: 2006-10-10 Revised Date: 2007-11-15 |
Medline Journal Info:
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Nlm Unique ID: 7503061 Medline TA: J Am Diet Assoc Country: United States |
Other Details:
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Languages: eng Pagination: 1463-6 Citation Subset: AIM; IM |
Affiliation:
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Nutrition Coordinating Center, University of Minnesota, Minneapolis, MN, USA. |
Export Citation:
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| MeSH Terms | |
Descriptor/Qualifier:
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Adolescent Adolescent Psychology* Advertising as Topic Child Child Psychology* Commerce Female Humans Information Dissemination / methods Internet* Male 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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