tailieunhanh - Interactive Food and Beverage Marketing: Targeting Adolescents in the Digital Age

Considering that, when mothers do not breast-feed, or only do so partially, there is a legitimate market for infant formula and for suitable ingredients from which to prepare it; that all these products should accordingly be made accessible to those who need them through commercial or non-commercial distribution systems; and that they should not be marketed or distributed in ways that may interfere with the protection and promotion of breast-feeding; Recognizing further that inappropriate feeding practices lead to infant malnutrition, morbidity and mortality in all countries, and that improper practices in the marketing of breast-milk substitutes and related products can contribute to these major public health problems; Convinced that it. | JOURNAL OF ADOLESCENT HEALTH ELSEVIER Journal of Adolescent Health 45 2009 S18-S29 Review article Interactive Food and Beverage Marketing Targeting Adolescents in the Digital Age Kathryn C. Montgomery and Jeff Chester School of Communication American University Washington . bCenter for Digital Democracy Washington . Manuscript received December 17 2008 manuscript accepted April 14 2009 Abstract Because of their avid use of new media and their increased spending power adolescents have become primary targets of anew Media and Marketing Ecosystem. Digital media resonate particularly well with many of the fundamental developmental tasks of adolescence by enabling instantaneous and constant contact with peers providing opportunities for self-expression identity exploration and social interaction and facilitating mobility and independence. Six key features of interactive media ubiquitous connectivity personalization peer-to-peer networking engagement immersion and content creation are emblematic of the ways in which young people are both shaping and being shaped by this new digital culture. The advertising industry in many instances led by food and beverage marketers is purposefully exploiting the special relationship that teenagers have with new media with online marketing campaigns that create unprecedented intimacies between adolescents and the brands and products that now literally surround them. Major food and beverage companies including Coca-Cola McDonald s Burger King and Kentucky Fried Chicken KFC have incorporated these elements into their interactive marketing strategies posing particular risks to adolescents who are not being addressed in the current . policy and self-regulatory regimens. However recent and emerging neuroscience and psychological research on adolescents suggests a need to revisit the traditional approach to regulation of advertising. Despite the growth of interactive marketing academic research on the impact of digital