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Internet food marketing strategies aimed at children and adolescents: a content analysis of food and beverage brand web sites.

Publication ,  Journal Article
Weber, K; Story, M; Harnack, L
Published in: J Am Diet Assoc
September 2006

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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Published In

J Am Diet Assoc

DOI

ISSN

0002-8223

Publication Date

September 2006

Volume

106

Issue

9

Start / End Page

1463 / 1466

Location

United States

Related Subject Headings

  • United States
  • Psychology, Child
  • Psychology, Adolescent
  • Nutrition & Dietetics
  • Mass Media
  • Marketing
  • Male
  • Internet
  • Information Dissemination
  • Humans
 

Citation

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MLA
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Weber, K., Story, M., & Harnack, L. (2006). Internet food marketing strategies aimed at children and adolescents: a content analysis of food and beverage brand web sites. J Am Diet Assoc, 106(9), 1463–1466. https://doi.org/10.1016/j.jada.2006.06.014
Weber, Kristi, Mary Story, and Lisa Harnack. “Internet food marketing strategies aimed at children and adolescents: a content analysis of food and beverage brand web sites.J Am Diet Assoc 106, no. 9 (September 2006): 1463–66. https://doi.org/10.1016/j.jada.2006.06.014.
Weber, Kristi, et al. “Internet food marketing strategies aimed at children and adolescents: a content analysis of food and beverage brand web sites.J Am Diet Assoc, vol. 106, no. 9, Sept. 2006, pp. 1463–66. Pubmed, doi:10.1016/j.jada.2006.06.014.
Journal cover image

Published In

J Am Diet Assoc

DOI

ISSN

0002-8223

Publication Date

September 2006

Volume

106

Issue

9

Start / End Page

1463 / 1466

Location

United States

Related Subject Headings

  • United States
  • Psychology, Child
  • Psychology, Adolescent
  • Nutrition & Dietetics
  • Mass Media
  • Marketing
  • Male
  • Internet
  • Information Dissemination
  • Humans