Childhood obesity is a serious problem, heightened by the fact that kids are spending more time in front of screens, from TV to computers and video games. More screen time equates to more exposure to ads directed at kids. The majority of these ads are for junk food. Advertisers know the impact these messages have on kids, creating instant cravings and influencing their parents purchases.
Marketing to Kids Online Using Advergames
One way marketers are reaching kids is by creating advergames related to their product. Basically, an unhealthy product, like a sugary cereal, is advertised to children, then the box contains information about an online game with a web address of where to find the free game. The game is designed around the product. For example, you might use a cereal piece as a pawn or collect pieces of cereal to win a game. During the advergame, children are exposed to visuals of the product itself, as well as constant branding images.
Exposing Kids to Junk Food Ads Contributes to the Obesity Problem
The idea behind advergames is to make kids think about the food, learn the logo and be able to identify the product at the store. The goal is to create customer loyalty, even from young consumers. It also creates a craving for the cereal or junk food. The problem with this type of advertising is that it encourages children to make unhealthy food choices and further contributes to childhood obesity. According to Obesity Amercia, “Advergames may adversely affect children by influencing them to eat high calorie food.”
Furthermore, kids aren't able to tell the difference between TV shows or games and advertisements or commercials. They aren't aware that they are being brainwashed into begging their parents to buy these products.
Effectiveness of Advergames
A University of Missouri study says that brand enjoyment is increased with gameplay. Exposure to a particular junk food and its logo create product recognition. Regularly seeing unhealthy food ads negatively contributes to childhood obesity, according to the American Psychological Association.
In a UC Davis study published in the Journal of Nutrition Education and Behavior, 84% of product websites viewed contained an advergame for kids to play. Marketers take advantage of the fact that kids enjoy online gaming, as well as freebies. What kids don't know, and parents need to recognize, is that the child obesity is a high price to pay for a free online game.
Another interesting fact is that while advergames promoting unhealthy foods increased junk food cravings for kids, those that revolved around healthy food choices have the same effect. Kids are easily swayed by ads, thus the need for regulation for these type of ads targeting kids.
Sources:
“The Impact of Food Advertising on Childhood Obesity,” American Psychological Association. www.apa.org Accessed Oct 2, 2011.
“Do Online Advergames Promote Child Obesity?” MSU News. Aug 24, 2010.
“Advergames Affecting Dietary Habits of Children,” Obesity America. Accessed Oct 2, 2011.
“Study: Advergames Influence Kids Food Choices,” Game Politics. July 21, 2009.
Michael Turtle. “Children Vulnerable to Advergames:Study,” ABC. Sept 1, 2007.
Disclaimer: The information contained in this article is for educational purposes only and should not be used for diagnosis or to guide treatment without the opinion of a health professional. Any reader who is concerned about his or her health should contact a doctor for advice.
Tracy Rose - Tracy Rose is a powerflifter who holds the state record in deadlifting and has had success in her own weight loss journey.
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