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 live. 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 hours every day using the internet, including online games (Rideout 2010). Among children under the age of 5 who use the internet, about 80% do so at least once a week (Gutnick. 2011). In particular, playing online games is one of the most popular internet activities among young children (Lenhart. 2008; Marsh 2010; Rideout. 2010).

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