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Promoting dental care to children using traditional and interactive media following threat appeals

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Abstract
In recent years, computer games have become an important part of children’s lives. Gaming is not only one of their favorite pastime activities, but games are also increasingly used by marketers in an attempt to influence children’s purchase behavior. Today, almost every food and beverage brand targeting children has an advergame on its website. Advergames are “computer games specifically created to function as advertisements to promote brands”, containing brand identifiers such as logos and brand characters (Kretchmer, 2005: 7). Games can also be powerful learning tools. Several authors (e.g., Gee, 2003; Prensky, 2001) argue that computer games can be more enjoyable, more interesting and thus more effective than traditional learning modes to increase children’s knowledge. Empirical studies that evaluated the impact of the use of games within disciplines such as mathematics, science, language, geography and computer science show positive outcomes in terms of learning effectiveness in relation to curricular objectives (e.g., Papastergiou, 2009; Rosas et al., 2003). However, these authors mainly focus on the learning ability of games rather than their persuasive impact for social marketing purposes. In the area of health education, playing computer games has often been seen with skepticism (e.g., Bale, 1994; Funk and Buchman, 1995).

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Chicago
Panic, Katarina, Veroline Cauberghe, and Patrick De Pelsmacker. 2012. “Promoting Dental Care to Children Using Traditional and Interactive Media Following Threat Appeals.” In Advances in Advertising Research : Current Insights and Future Trends, ed. Tobias Langner , Shintaro Okazaki, and Martin Eisend, 3:331–340. Berlin, Germany: Springer.
APA
Panic, Katarina, Cauberghe, V., & De Pelsmacker, P. (2012). Promoting dental care to children using traditional and interactive media following threat appeals. In T. Langner , S. Okazaki, & M. Eisend (Eds.), Advances in advertising research : current insights and future trends (Vol. 3, pp. 331–340). Berlin, Germany: Springer.
Vancouver
1.
Panic K, Cauberghe V, De Pelsmacker P. Promoting dental care to children using traditional and interactive media following threat appeals. In: Langner T, Okazaki S, Eisend M, editors. Advances in advertising research : current insights and future trends. Berlin, Germany: Springer; 2012. p. 331–40.
MLA
Panic, Katarina, Veroline Cauberghe, and Patrick De Pelsmacker. “Promoting Dental Care to Children Using Traditional and Interactive Media Following Threat Appeals.” Advances in Advertising Research : Current Insights and Future Trends. Ed. Tobias Langner , Shintaro Okazaki, & Martin Eisend. Vol. 3. Berlin, Germany: Springer, 2012. 331–340. Print.
@incollection{2048185,
  abstract     = {In recent years, computer games have become an important part of children{\textquoteright}s lives. Gaming is not only one of their favorite pastime activities, but games are also increasingly used by marketers in an attempt to influence children{\textquoteright}s purchase behavior. Today, almost every food and beverage brand targeting children has an advergame on its website. Advergames are {\textquotedblleft}computer games specifically created to function as advertisements to promote brands{\textquotedblright}, containing brand identifiers such as logos and brand characters (Kretchmer, 2005: 7). Games can also be powerful learning tools. Several authors (e.g., Gee, 2003; Prensky, 2001) argue that computer games can be more enjoyable, more interesting and thus more effective than traditional learning modes to increase children{\textquoteright}s knowledge. Empirical studies that evaluated the impact of the use of games within disciplines such as mathematics, science, language, geography and computer science show positive outcomes in terms of learning effectiveness in relation to curricular objectives (e.g., Papastergiou, 2009; Rosas et al., 2003). However, these authors mainly focus on the learning ability of games rather than their persuasive impact for social marketing purposes. In the area of health education, playing computer games has often been seen with skepticism (e.g., Bale, 1994; Funk and Buchman, 1995).},
  author       = {Panic, Katarina and Cauberghe, Veroline and De Pelsmacker, Patrick},
  booktitle    = {Advances in advertising research : current insights and future trends},
  editor       = {Langner , Tobias  and Okazaki, Shintaro  and Eisend, Martin},
  isbn         = {9783834942906},
  language     = {eng},
  pages        = {331--340},
  publisher    = {Springer},
  series       = {European Advertising Academy},
  title        = {Promoting dental care to children using traditional and interactive media following threat appeals},
  url          = {http://dx.doi.org/10.1007/978-3-8349-4291-3\_25},
  volume       = {3},
  year         = {2012},
}

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