Analysis of Food and Beverage Advergames Available to Children in Peru

• In Event: ICA Interactive Paper/Poster Session II
  In Interactive Poster Session: Health Communication Interactive Poster Session

Abstract

Little is known about the food messages that children encounter in the process of playing free games online or through mobile applications. Because there is evidence that playing these games influences children’s food consumption, this study sheds light on the nature of the content of food advergames available in Peru. Following a content analysis technique, two trained assistants independently coded 134 games collected from nine food and beverage brands. Among other results, the study showed that bread making and racing games were the most frequent types of advergames, and that over half the games exhibited brand identifiers such as the brands’ logos, characters, colors or products. Bread was the most frequent product advertised in this sample. Overall, this study raises concerns about the types of food messages that children are likely to find when they freely play advergames promoted by food and beverage brands in Peru.

Author

• Peter Busse, Universidad de Lima