초록

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Abstract ▼ AI-Helper

Among the various social and cultural factors contributing to childhood obesity, the role of low-nutrition, high-calorie content food advertising has received considerable attention. This study analyzed the contents of major food companies’ online advergames that are targeted toward children. Resu...

Among the various social and cultural factors contributing to childhood obesity, the role of low-nutrition, high-calorie content food advertising has received considerable attention. This study analyzed the contents of major food companies’ online advergames that are targeted toward children. Results found that fifteen food companies were offering 365 advergames, among which over 50 percent were run both on the companies websites and popular portal sites simultaneously. Those advergames were offered amongst other non-promotional games without any distinction between them, and ad breaks informing children of the commercial nature of the advergames were not present. Most advergames were promoting foods low in nutritional value and high in calories and in fact, the majority contained fat and sugar levels exceeding recommended amounts. Furthermore, it was found that advergames were more likely to feature foods with high fat and sugar content, when the foods were directly involved in the scoring system of games or when the food contents were shown.

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