Advertising or games? Advergames on the internet gaming sites targeting children

This study analysed advergames on top online gaming websites for children. The content of 131 websites was analysed to see whether each site contained advergames, particularly advergames for food products, and the way the advergames were presented to children.

Advertising or games? Advergames on the internet gaming sites targeting children

Soontae An

Ewha Womans University

Hannah Kang

University of Kansas

Introduction

As internet use among children grows more prevalent, it has become a powerful force in the lives of young people. The Pew Internet and American Life Project estimated that 93% of teens aged 12 to 17 went online in 2009 (Lenhart et al. 2010). A Kaiser Family Foundation study in 2010 found that more than eight in ten (84%) of young people aged 8 to 18 have internet access, and have spent an average of nearly 1.5...

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