First Analysis of Online Food Advertising Targeting Children

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This analysis of this article is Kaiser Family Foundation that a non-profit, private organization which focusing on the major health care issues in the U.S. it develops and runs its own research and communications programs, sometimes in partnership with other non-profit research organizations or major media companies. They concerned about obesity problem of the children in the U.S., and there have a lot of reasons causing this problem, they believe online advertising is one of them. The US governors have explored a variety of potential contributing factors, including the marketing and advertising of food products to children. The online food advertising is one of areas which governors have interested on, but there had a lack of publicly available data for online food marketing to children. There have so many researches about how television advertising or how product packaging affects children, but there had no research about how online food advertising affects children back in 2005. In order to help fill this gap, so they designed to do one by themselves to help both governors and advertisers who gone use online advertising, hope they can have a new Self-discipline guidelines for online advertising. In this analysis said that 85% of the top food brands using both TV Ads and branded websites to target children online. Unlike TV ads, these branded websites have a lot of opportunity for interacting with the visitors and provide more detailed of their foods. "Online advertising's reach isn’t as broad as that of television, but it’s much deeper,” ( Kaiser) said by Vicky Rideout, vice president and director of Kaiser’s Program. That is was why she thinks the advertising industries need a self-discipline guideline for online marketing. In the research, Kaiser Family Foundation studied the top 77 food brand’s web site which received more than 12.2 million visits from children ages 2 to 11 in 2nd quarter of 2005(Kaiser).There had two new terms used in this analysis which...
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