Interactive communication strategies in food brands websites targeted to children

Abstract

This work is part of a wider investigation about advertising aimed at children and adolescents in interactive environments. Many researchers are concerned about the effects that the content offered in the media can have on children. At present, and due to the emergence of digital media, children are more exposed than ever to the marketing activities undertaken by companies. This, coupled with the change in use of the media-most navigation through the Internet instead of watching TV because of its preference for an interactive media, involves the constant exposure to the most varied contents, some of which may pose risks to themselves, as this exposition is done without adult supervision. In this sense, we need a responsible attitude on the part of the companies that produce consumer goods. Many websites of food brands targeted to children are encouraging them to ask their parents to buy the products because they offer not only persuasive information about the products, but also games and other contents which can imply changes in attitude and preferences in their eating habits. This can also lead to effects such as higher rates of childhood obesity by showing children the most enjoyable aspects of the consumption of these products without highlighting their negative aspects. In the study, we analyzed the websites of several brands of food and drinks aimed at children, in order to analyze their advertising messages and their possible influence on children behaviour as consumers.