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Online advertising: examining the content and messages within websites targeted at children

Journal Article


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Abstract


  • It is recognised that from a young age children spend considerable portions of their leisure

    time on the Internet. In Australia a number of child-targeted magazines have associated websites,

    which have high and ever-increasing readership. We do not yet know the impact of this medium upon

    children. Overt advertising is evident on webpages, but so too are hidden advertisements in the written

    text, images and games. This material usually does not comply with existing broadcasting codes of

    practice for mainstream advertising. This article examines the instances of overt and covert

    advertisements for food within three websites monitored over a 12-month period. Across this time the

    authors found 13 examples of overt and 39 examples of covert food advertising. In this article they

    focus on three example advertisements as they analyse them in response to the following research

    questions: What examples of overt and covert advertising are evident within websites attached to

    children’s magazines? What messages are presented? The authors discuss the implications this

    advertising presents for media literacy and the critical reading strategies required by young people as

    they navigate their way through and make meaning from these digital texts.

Publication Date


  • 2012

Citation


  • Kervin, L., Jones, S. C. & Mantei, J. (2012). Online advertising: examining the content and messages within websites targeted at children. E-Learning and Digital Media, 9 (1), 69-82.

Scopus Eid


  • 2-s2.0-84858397305

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2175&context=hbspapers

Ro Metadata Url


  • http://ro.uow.edu.au/hbspapers/1126

Has Global Citation Frequency


Number Of Pages


  • 13

Start Page


  • 69

End Page


  • 82

Volume


  • 9

Issue


  • 1

Place Of Publication


  • United Kingdom

Abstract


  • It is recognised that from a young age children spend considerable portions of their leisure

    time on the Internet. In Australia a number of child-targeted magazines have associated websites,

    which have high and ever-increasing readership. We do not yet know the impact of this medium upon

    children. Overt advertising is evident on webpages, but so too are hidden advertisements in the written

    text, images and games. This material usually does not comply with existing broadcasting codes of

    practice for mainstream advertising. This article examines the instances of overt and covert

    advertisements for food within three websites monitored over a 12-month period. Across this time the

    authors found 13 examples of overt and 39 examples of covert food advertising. In this article they

    focus on three example advertisements as they analyse them in response to the following research

    questions: What examples of overt and covert advertising are evident within websites attached to

    children’s magazines? What messages are presented? The authors discuss the implications this

    advertising presents for media literacy and the critical reading strategies required by young people as

    they navigate their way through and make meaning from these digital texts.

Publication Date


  • 2012

Citation


  • Kervin, L., Jones, S. C. & Mantei, J. (2012). Online advertising: examining the content and messages within websites targeted at children. E-Learning and Digital Media, 9 (1), 69-82.

Scopus Eid


  • 2-s2.0-84858397305

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2175&context=hbspapers

Ro Metadata Url


  • http://ro.uow.edu.au/hbspapers/1126

Has Global Citation Frequency


Number Of Pages


  • 13

Start Page


  • 69

End Page


  • 82

Volume


  • 9

Issue


  • 1

Place Of Publication


  • United Kingdom