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首页> 外文期刊>Journal of health communication >Marketing sugary cereals to children in the digital age: A content analysis of 17 child-targeted websites
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Marketing sugary cereals to children in the digital age: A content analysis of 17 child-targeted websites

机译：向数字时代的儿童营销含糖谷物：对17个以儿童为目标的网站的内容分析

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摘要

The Institute of Medicine has warned of the harm of food marketing to children from television to new media channels such as the Internet. The authors identified and analyzed the techniques used to engage children on websites from cereal companies - the third largest food marketer to children. The authors found that top breakfast cereal manufacturers maintain child-oriented websites, using strategies unique to the Internet to capture and maintain children's attention. These include branded engagement techniques such as advergames, videos, site registration, and viral marketing, including inviting friends to join the site. The authors found 3 progressive levels of telepresence on child-targeted cereal websites: sites with more than 1 engaging feature, multiple techniques present on individual pages, and the construction of a virtual world. Using Internet traffic data, the authors confirm that these techniques work: cereal marketers reach children online with lengthier and more sophisticated engagements than are possible with traditional, passive media such as television advertisements or product packaging. Despite the cereal manufacturer's self-regulatory pledge to improve their marketing to children, their marketing practices exploit children's susceptibility to advertising by almost exclusively promoting high-sugar cereals using deeply engaging techniques.
机译：医学研究所警告说，从电视到互联网等新媒体渠道，食品行销对儿童的危害。作者在谷物公司（儿童的第三大食品销售商）的网站上确定并分析了用于吸引儿童的技术。作者发现，顶级早餐谷物制造商使用互联网独有的策略来吸引和保持儿童的注意力，从而维护面向儿童的网站。这些包括品牌参与技术，例如广告游戏，视频，网站注册和病毒式营销，包括邀请朋友加入该网站。作者在针对儿童的谷物网站上发现了3种渐进式的远程呈现：具有1种以上吸引人的功能的网站，在各个页面上呈现的多种技术以及虚拟世界的构建。作者使用互联网流量数据证实了这些技术有效：与传统的被动媒体（例如电视广告或产品包装）相比，谷物市场营销商可以通过更长的时间和更复杂的互动方式在线接触儿童。尽管谷物制造商承诺要改善对儿童的销售，但他们的营销方式却通过使用深深吸引人的技术几乎专门推广了高糖谷物，从而利用了儿童对广告的敏感性。

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