Advergames study now published

The study into advergames, by Lynne Eagle, Carlos Báez and myself that had already been partially presented by the International Obesity Taskforce in Sydney, has now also been published in a peer reviewed journal. It’s available in the current edition of Young Consumers: Insights and Ideas for Responsible Marketers. In the study we review the nature of advergames and the rhetoric versus reality of their claimed effects and effectiveness, focussing specifically on their use by children. We used consumer behaviour theories such as the persuasion knowledge model to provide a theoretically-grounded framework for understanding the effect of advergames and other forms of interactive marketing communication on consumer groups that are perceived as being more vulnerable to commercial pressures than the wider population. Existing broadcasting codes of practice for mainstream advertising were used to evaluate the content of websites that are likely to have particular appeal to children in order to determine whether the material contained in these sites would be permitted if similar codes of practice were applied to electronic communications.

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