This research was supported by a grant from the W. K. Kellogg Foundation. The authors thank Nora Rifon, Herbert Rotfeld, and the reviewers for their helpful comments on an earlier draft.
Playing With Food: Content Analysis of Food Advergames
Version of Record online: 17 FEB 2009
Copyright 2009 by The American Council on Consumer Interests
Journal of Consumer Affairs
Volume 43, Issue 1, pages 129–154, Spring 2009
How to Cite
LEE, M., CHOI, Y., QUILLIAM, E. T. and COLE, R. T. (2009), Playing With Food: Content Analysis of Food Advergames. Journal of Consumer Affairs, 43: 129–154. doi: 10.1111/j.1745-6606.2008.01130.x
- Issue online: 17 FEB 2009
- Version of Record online: 17 FEB 2009
This study examines how food marketers use advergames, custom-built and branded online games, to promote food products to children and provides the nutritional content of the food products featured in the advergames. The results reveal that food marketers use advergames heavily, with candy and gum or food products high in sugar most frequently appearing in the analyzed games. Children are often invited to “play with” the foods integrated as active game components. Finally, despite the educational benefits of interactive games, fewer than 3% of the games analyzed in this study appear to educate children about nutritional and health issues.