Department of Public Health Sciences, University of California, Davis, CA, USA.
J Nutr Educ Behav. 2010 May-Jun;42(3):197-201. doi: 10.1016/j.jneb.2009.07.008.
To assess the content of food industry Web sites targeting children by describing strategies used to prolong their visits and foster brand loyalty; and to document health-promoting messages on these Web sites.
A content analysis was conducted of Web sites advertised on 2 children's networks, Cartoon Network and Nickelodeon. A total of 290 Web pages and 247 unique games on 19 Internet sites were examined.
Games, found on 81% of Web sites, were the most predominant promotion strategy used. All games had at least 1 brand identifier, with logos being most frequently used. On average Web sites contained 1 "healthful" message for every 45 exposures to brand identifiers.
Food companies use Web sites to extend their television advertising to promote brand loyalty among children. These sites almost exclusively promoted food items high in sugar and fat. Health professionals need to monitor food industry marketing practices used in "new media."
通过描述延长儿童访问时间和培养品牌忠诚度的策略，评估针对儿童的食品行业网站的内容；并记录这些网站上的促进健康的信息。
对在两个儿童网络——卡通频道和尼克国际儿童频道——上做广告的网站进行了内容分析。共检查了 19 个互联网网站上的 290 个网页和 247 个独特的游戏。
游戏是使用最多的主要促销策略，出现在 81%的网站上。所有的游戏都至少有 1 个品牌标识符，其中最常使用的是徽标。平均每个网站每出现 45 次品牌标识符就有 1 条“健康”信息。
食品公司利用网站将电视广告扩展到网络，以培养儿童对品牌的忠诚度。这些网站几乎完全宣传高糖和高脂肪的食品。健康专业人员需要监测“新媒体”中使用的食品行业营销做法。
