The effectiveness of advergames compared to television commercials and interactive commercials featuring advergames

Bellman, Steven; Kemp, Anna; Haddad, Hanadi; Varan, D.

doi:10.1016/j.chb.2013.12.013

Cited by 52 publications

(47 citation statements)

References 41 publications

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“…It is important to note that advergames differ from TV advertising in several key ways (active vs. passive reception, low vs. high interactivity while exposed to the brand, exposure time) . In comparing the subgroups (TV advertisement, advergames and using familiar characters/logo), our analysis showed no significant difference in children's dietary intake or preference among different types of marketing.…”

Section: Discussionmentioning

confidence: 65%

“…Girls may have a higher tendency towards dieting practices possibly as a result of maternal encouragements to be thin that may have suppressed their natural response . It has also been suggested that boys may be more vulnerable when exposed to external cues for food and beverage advertisements and therefore may consume more than girls . Another explanation for the observed difference between boys and girls might be that child‐targeted and adolescent‐targeted food and beverage advertisements tend to focus on boys perhaps because they are more susceptible to external cues of food advertisements .…”

Section: Discussionmentioning

confidence: 99%

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Influence of unhealthy food and beverage marketing on children's dietary intake and preference: a systematic review and meta‐analysis of randomized trials

et al. 2016

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Marketing of foods and beverages high in fat, sugar and salt are suggested to contribute to poor dietary behaviours in children and diet-related diseases later in life. This systematic review and meta-analysis of randomized trials aimed to assess the effects of unhealthy food and beverage marketing on dietary intake (grams or kilocalories) and dietary preference (preference score or percentage of participants who selected specific foods/beverages) among children 2 to 18 years of age. We searched MEDLINE, EMBASE and PsycINFO up to January 2015 for terms related to advertising, unhealthy foods or beverages among children. Randomized trials that assessed the effects of unhealthy food and beverage marketing compared with non-dietary advertisement or no advertisement in children were considered eligible. Two authors independently extracted information on study characteristics and outcomes of interest and assessed risk of bias and the overall quality of evidence using grade methodology. Meta-analysis was conducted separately for dietary intake and preference using a random-effects model. We identified 29 eligible studies, of which 17 studies were included for meta-analysis of dietary preference and nine for meta-analysis of dietary intake. Almost half of the studies were at high risk of bias. Our meta-analysis showed that in children exposed to unhealthy dietary marketing, dietary intake significantly increased (mean difference [MD] = 30.4 kcal, 95% confidence interval [CI] 2.9 to 57.9, and MD = 4.8 g, 95%CI 0.8 to 8.8) during or shortly after exposure to advertisements. Similarly, children exposed to the unhealthy dietary marketing had a higher risk of selecting the advertised foods or beverages (relative risk = 1.1, 95%CI 1.0 to 1.2; P = 0.052). The evidence indicates that unhealthy food and beverage marketing increases dietary intake (moderate quality evidence) and preference (moderate to low quality evidence) for energy-dense, low-nutrition food and beverage. Unhealthy food and beverage marketing increased dietary intake and influenced dietary preference in children during or shortly after exposure to advertisements. © 2016 World Obesity.

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Section: Discussionmentioning

confidence: 65%

Section: Discussionmentioning

confidence: 99%

Influence of unhealthy food and beverage marketing on children's dietary intake and preference: a systematic review and meta‐analysis of randomized trials

et al. 2016

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“…Despite these differences, research has found no differences in the persuasive effect of adverts on television or advergames . There was evidence from experimental data that combined media of television and advergames induces a greater effect on dietary intake …”

Section: Discussionmentioning

confidence: 99%

The effect of screen advertising on children's dietary intake: A systematic review and meta‐analysis

2018

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Summary Evidence indicates that screen advertising for unhealthy food results in significant increases in dietary intake among children. This review was undertaken with the main aim of estimating the quantitative effect of screen advertising in experimental and nonexperimental conditions on children's dietary intake. Systematic searches were undertaken of interdisciplinary databases. Studies from 1980 to April 2018, all geography and languages, were included; participants were children and adolescents aged between 2 and 18 years; the intervention was screen advertising; and the outcome was dietary intake. Meta‐analyses were conducted for measured and nonmeasured outcomes. Food advertising was found to increase dietary intake among children (age range 2‐14, mean 8.8 years) in experimental conditions for television (TV) advertising and advergames. Meta‐analysis revealed that children exposed to food advertising on TV (11 studies) and advergames (five studies) respectively consumed an average 60.0 kcal (95% confidence interval [CI], 3.1‐116.9) and 53.2 kcal (95% CI, 31.5‐74.9) more than children exposed to nonfood advertising. There was also an effect by body mass index (BMI). Findings from nonexperimental studies revealed that exposure to TV food advertising was positively associated with and predictive of dietary intake in children. Short‐term exposure to unhealthy food advertising on TV and advergames increases immediate calorie consumption in children.

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“…Some studies suggest that prominent placements are expected to create a more negative affective response, as they are more visible to the audience and such placements are evaluated as intrusive (Kinard & Hatman, 2013;Shiv, Edell & Payne, 1997;Van Reijmersdal, 2009;Hernandez, Chapa, Minor, Maldonado & Barranzuella, 2004). Some other findings state that the placement of products in video games and advergames, when compared with other media like movies or television shows, receive a more positive attitude from the audience (Bellman, Kemp, Haddad & Varan, 2014;Williams, et al, 2011). In other studies, it is suggested that as the advertising messages in a gaming environment are presented differently than other media, the players would ignore or not notice the persuasive elements embedded within the game (Raney, Arpan, Pashupati & Brill, 2003).…”

Section: Placement Prominence and Its Relation To Audience Responses mentioning

confidence: 99%

“…In other words telepresence is related to the interactivity and vividness components of a technology (Steuer, 1992;Suh & Chang, 2006), and they both need to be present for the audience to feel a certain level of telepresence (Klein, 2003;Suh & Chang, 2006). In an advergame setting due to the certain characteristics of advergames like entertainment and interactivity, the gaming experience is expected to create a certain level of telepresense (Bellman et al, 2014;Klein, 2003). Cauberghe, Geuens, and De Pelsmacker (2011) suggest that the positive effects of brand attitude would increase the telepresence feeling of gamers.…”

Section: Covariatementioning

confidence: 99%

Advergaming – How Does Cognitive Overload Effect Brand Recall?

Güngör

Çadırcı

Köse

2016

Handbook of Research on Human-Computer Interfaces, Developments, and Applications

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Advergaming serves as a new and valuable form of online advertising, especially for companies that target young consumers. This study examines the impacts of cognitive overload with placement prominence on respondents' brand recall, recognition and brand attitudes. An experiment was conducted on a group of university students with an exposure to an advergame under low and high cognitive load stimulus. Results showed that brands that are placed prominently are better recalled in high cognitive load condition. However, cognitive overload doesn't have any significant effect on the recognition of the main brand in which the advergames is specifically designed. Moreover, there is no difference in recall of subtly placed products in low and high cognitive load conditions. However, there is a significant difference in brand attitude in different cognitive loads. The study both investigated the context of advergames and as well in-game advertising (IGA) situations. The results of the study have both practical and theoretical implications.

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The effectiveness of advergames compared to television commercials and interactive commercials featuring advergames

Cited by 52 publications

References 41 publications

Influence of unhealthy food and beverage marketing on children's dietary intake and preference: a systematic review and meta‐analysis of randomized trials

Influence of unhealthy food and beverage marketing on children's dietary intake and preference: a systematic review and meta‐analysis of randomized trials

The effect of screen advertising on children's dietary intake: A systematic review and meta‐analysis

Advergaming – How Does Cognitive Overload Effect Brand Recall?

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